On August 31, an enormous crowd had gathered to watch the 2018 World Cup South American’s qualifiers match between Uruguay and Argentina in Montevideo. An even larger crowd was watching the game on TV.
Luis Suarez and Lionel Messi, the captains of each country’s national team, entered the soccer field. Wearing the numbers 20 and 30. Mercado McCann had created the idea for Iniciativa 2030, the binational pool of companies and institutions that are lobbying for the joint bid of Uruguay and Argentina to co-host the 2030 World Cup.
2030 also marks the celebration of the tournament’s 100 years, which first took place in Uruguay in 1930. Uruguay was also the first winner of a World Cup.
The agency, led by Martín Mercado and Fernando Sarni, had presented the idea in Uruguay to the members of Iniciativa 2030, the sport secretaries of each nation and the head of FIFA, Gianni Infantino.
The world’s news and sports media helped the agency to spread the word.
