The 2014 ArenA Kick-off Drinks Party was held on 30 January. After a reception in the Brasserie Ajax, the guests – most of whom were events professionals – were given programme tips and ideas themed around the 2014 FIFA World Cup in Brazil. Redondo Música was also introduced as an Amsterdam Arena partner for the World Cup Energizers and the Brazilian programmes. Led by Redondo coach Alaor Soares, the guests then experienced for themselves what a swinging samba sounds like in the Ajax stadium. There followed an afterparty in the Royal Box and the Skybar, with a Brazilian DJ supplying atmospheric Brazilian Jazz and Bossa Nova.
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