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.
In December Telfort Business organized an event for its staff and franchise partners to put them all in the limelight. In all around 400 guests were expected at the beach party for which Studio A12 in Bunnik had been hired. On their arrival, guests swapped their shoes for a pair of flip-flops and were given a welcome drink in a Samba Shaker. Soon after, the Batucando drummers had the whole place dancing!
This year’s Libelle Summer Week (13–19 May, 2013) has a Brazilian theme. In the run-up to this huge event Redondo organized promotional performances in six different cities and at the Sanoma Media Parade.
Daily performances by Batucando’s dancers and drummers were enthusiastically received by the public (about 85,000 visitors) on Aalmeerder Beach. Music and dance workshops were given from the Redondo stand located in front of the main stage.
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In the first division AZ have not had a very upbeat season so far, but off the pitch the Alkmaar team still sound promising: last Thursday the A-selection was given a samba workshop at their home stadium. The players of the number 14 team enthusiastically beat on drums, tambourines and other instruments to create a thunderous rhythm. The Brazilian outing was the idea of trainer Gertjan Verbeek, who is doing everything he can to get his team back on form in this decisive phase of the competition. Previously, as Heracles Almelo’s coach, the ex-boxer had also surprised his players with a percussion and drumming workshop. This Sunday AZ has an away game with Heracles Almelo. We’ll find out then whether this musical intermezzo, which was aimed at teambuilding and at improving cooperation and communication, was bang on target.