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New Holland Construction “Takes the Field” With the Brazil Ladies Cup

New Holland Construction “Takes the Field” With the Brazil Ladies Cup

Published 01-10-24

Submitted by CNH Industrial

illustration of a female footballer on a pitch with a piece of agricultural equipment in the background
This initiative reinforces the brand's connection with sport as an important tool for social transformation and female inclusion

New Holland Construction, a brand of CNH, "takes the field" with the Brazil Ladies Cup. The tournament took place in December in Santo André (SP), Brazil, with the final in São Paulo (SP), Brazil.

The third edition of the competition – where six major Brazilian football teams and two international teams participated – strengthened the presence of women's football in the country. There were 13 matches with free tickets, broadcasts on closed TV (Sportv), and the final broadcasted all throughout Brazil.

This contribution to inclusion and gender diversity is a continued practice at New Holland Construction. Last year, they launched Juntas para Construir, a movement for the inclusion of women in construction. As a result, two groups of women were trained to operate backhoe loaders, further expanding opportunities for women in the construction market.

"At New Holland Construction, we want to bring to light female participation in traditionally male-dominated segments and encourage gender diversity in all areas of work. Therefore, being able to sponsor an event like the Brazil Ladies Cup and encourage women's football is a great opportunity and is in line with what we believe in", explains the brand's Marketing Manager for Latin America, Mariana Bicalho.

The company’s involvement in the Brazil Ladies Cup affirms its commitment to using sport as a tool for social transformation and female inclusion.

"Football contributes a lot to the social transformation and growth of the country, so we make a point of being present and supporting this sport, which is a national passion", concludes Mariana.

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CNH Industrial

CNH Industrial

CNH Industrial (NYSE: CNHI) is a world-class equipment and services company. Driven by its purpose of Breaking New Ground, which centers on Innovation, Sustainability and Productivity, the Company provides the strategic direction, R&D capabilities, and investments that enable the success of its global and regional Brands. Globally, Case IH and New Holland supply 360° agriculture applications from machines to implements and the digital technologies that enhance them; and CASE and New Holland Construction Equipment deliver a full lineup of construction products that make the industry more productive. The Company’s regionally focused Brands include: STEYR, for agricultural tractors; Raven, a leader in digital agriculture, precision technology and the development of autonomous systems; Hemisphere, a leading designer and manufacturer of high-precision satellite-based positioning, and heading technologies; Flexi-Coil, specializing in tillage and seeding systems; Miller, manufacturing application equipment; Kongskilde, providing tillage, seeding and hay & forage implements; and Eurocomach, producing a wide range of mini and midi excavators for the construction sector, including electric solutions.

Across a history spanning over two centuries, CNH has always been a pioneer in its sectors and continues to passionately innovate and drive customer efficiency and success. As a truly global company, CNH’s 40,000+ employees form part of a diverse and inclusive workplace, focused on empowering customers to grow, and build, a better world.

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