Adriano Guimarães is a distinguished leader in the international sports business and industrial sectors, currently operating from Doha, Qatar. With over 20 years of professional experience, he has developed a reputation as a market specialist who masterfully balances operations, strategy, and business development.
As the Managing Partner and Founder of ASG Sports Consultancy & Projects, Adriano focuses on “Sports as Image Building”. His mission is to help multicultural and multinational clients forge impactful connections with their audiences through the unique and unifying power of football.
A Foundation in Global Corporate Leadership
Before becoming a powerhouse in the sports consultancy world, Adriano built an impressive career working with prestigious organizations across the U.S., Latin America, Asia, and Europe. His background is rooted in risk mitigation, crisis management, and brand protection for high-value multinational corporations.
During his tenure at Volkswagen AG, he served as a Senior Manager for Group Crisis Management and Communication. In this role, he was responsible for the strategic direction of eleven global brands, including Audi, Bentley, Lamborghini, and Porsche. His leadership ensured that these iconic brands maintained their integrity and operational resilience in various emerging markets.
Protecting Assets and Mitigating Risks
Adriano’s expertise in security and risk management was further honed through senior roles at Zurich Insurance Company and Diageo. At Zurich, he served as the Group Director for Latin America, focusing on business strategies to detect, correct, and prevent risk activities.
His time at Procter & Gamble earned him several honors, including the “Power of You” award for significantly reducing losses in high-value product lines such as Gillette and Duracell. These experiences allowed him to master the art of protecting a brand’s reputation while ensuring smooth operational flow in high-stakes environments.
Shaping the World Stage: FIFA and Beyond
A pivotal moment in Adriano’s career was his involvement with the Supreme Committee for Delivery & Legacy in Qatar. As the Head of Risk Mitigation and Communication for Ceremonies, he played a vital role in the success of the FIFA World Cup and other major international tournaments.
His work ensured that the ceremonies were executed with precision and safety. His deep understanding of the region’s sports infrastructure also led him to facilitate high-level delegations, such as coordinating the Santos FC visit to the innovative 974 Stadium to explore potential collaborations.
Social Impact and the Future of Sports Diplomacy
Today, Adriano is leveraging his extensive network to drive institutional cooperation and social impact. ASG Sports recently launched a strategic project with the National Human Rights Committee (NHRC) in Qatar. This initiative uses sport as a tool to promote equality, social inclusion, and the principle that “Sport is a Right for All”.Through partnerships with institutions like Aspire Academy and the historic Santos Futebol Clube, Adriano continues to bridge the gap between sports, education, and diplomacy. His career serves as an inspiration for how business enablers can use their expertise to foster global harmony and professional excellence.
