In the framework of Chilean Heritage Month, and just days before the start of the U-20 World Cup in our country, the Fundación Imagen de Chile -in charge of managing the Chile Brand- signed an agreement with La Roja (The Reds) that aims to strengthen Chile's story in the world. In this way, the entity responsible for its promotion expands its portfolio of strategic alliances with key players who, through their activities, act as "ambassadors" of Chile.
The agreement includes not only the adult men's team, but also the junior national teams, La Roja women's team, La Roja futsal team and La Roja beach soccer team. In this way, collective and individual achievements, as well as participation in international tournaments of all categories, will become a showcase to give Chile greater visibility in the world.
The signing takes place in a special context: Chile will host the FIFA U-20 World Cup, an event that will attract global attention and reinforce the country's image as a host of major sporting events. As was the case with the Pan American and Parapan American Games Santiago 2023, this event will consolidate Chile as a nation capable of successfully organizing competitions of continental and world scope.
"This alliance with Imagen de Chile is fundamental because we are all moving towards the same place: to move our country forward, our values, our culture, our idiosyncrasy, our towns and cities, and also the wonderful places of our nature. We have to highlight what we are, unite to project it to the world and show that here is an extraordinary country that has everything," said Pablo Milad, President of the National Professional Soccer Association, ANFP.
La Roja as a unifying factor
The latest Chilean Pride Study, conducted by Fundación Imagen de Chile together with the international consulting firm IPSOS, showed that 57% of those surveyed say they feel a "high level of pride in Chile", the highest figure since the study began in 2019. In this context, La Roja plays a fundamental role in the cohesion of Chileans and the strengthening of their affection for their country.
"The organization of major sporting events positions us as a reliable country ready to receive the world. As happened with the Pan American Games, now the U-20 World Cup reinforces our country image, showing us as a nation with a lot to offer and an open invitation to discover Chile," said María Teresa Saldías, executive director of Fundación Imagen de Chile.
