Sports
Retailer Offers Shoppers Cash for Brazil’s Goals at World Cup
- Via’s chief executive expects tournament to propel demand
- Firm has had bumpy turnaround, with investors still wary
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When Brazil’s national squad enters the Lusail Stadium in Qatar on Thursday for its first match in this year’s World Cup, Roberto Fulcherberguer will be watching more closely than most.
As the chief executive officer of Brazilian retailer Via SA, Fulcherberguer implemented an unusual sales campaign ahead of the tournament. The ads, featuring Real Madrid star Vinicius Jr., offered an incentive to those looking for a new TV to cheer the team on their bid for a sixth championship: cash for goals.