São Paulo, May 2026 – APRO (Brazilian Association of Audiovisual Production Companies) held two editions of APRO Talks this May. Taking place in Brasília and São Paulo, the project brought together members of APRO and FilmBrazil, as well as creative and production professionals from agencies, to discuss technological transformations and the new frontiers of sports marketing.
Held in Brasília with the support of ABAP Brasília and ApexBrasil, the event featured a series of panels dedicated to the impact of artificial intelligence on the audiovisual industry. The first presentation was moderated by Mateus Basso, APRO’s Legal Director, and Marianna Souza, APRO’s Executive President, who introduced the Best Practices Guide for the Use of AI in Audiovisual Productions, a document developed by APRO in October 2025. The goal was to present the material so the Brasília audience could gain a deeper understanding of the legal and operational aspects of the topic.
The second panel, “AI Fusion and the Production Market,” featured Gabriel Nóbrega (Vetor Zero/LOBO), Nando Blum (Human Academy), and Krysse Mello (Barry Company), who presented case studies and exchanged experiences.
On May 14, APRO Talks then arrived in São Paulo at WPP Vila for an afternoon dedicated to the world of sports. With an extensive program, the event addressed topics ranging from betting market regulations to preparations for upcoming FIFA World Cups. The São Paulo edition was supported by WPP and Getty Images.
According to Marianna Souza, APRO’s Executive President, the expansion of the format reinforces the association’s role. “APRO Talks has become an important opportunity to foster synergy among audiovisual professionals. This year, by bringing the AI debate to Brasília and the sports focus to São Paulo, we continue encouraging conversations that broaden perspectives and stimulate collaboration among production companies, brands, and rights holders.”
The São Paulo edition featured three panels. The first, moderated by Mateus Basso, APRO’s Legal Director, addressed “World Cup and Rights,” discussing in practical terms the limits and possibilities surrounding the use of brands in the context of major sporting events. Joining the panel were Fabiano Beraldo, Head of Production at Grey; Marcos Araújo, Partner and Executive Producer at Sentimental Filme; attorney Flávia Lizardo; and André Pantaleão, Country Manager of Getty Images Brazil.
The second session focused on the betting industry, with an emphasis on regulatory and advertising matters. The panel discussed the recent impacts on the audiovisual market and the sector’s new guidelines, featuring Fernanda Carrilho from the legal technical team at Conar; Paula Fernandes, Director of Integrity and Compliance at Galera Gaming; Beatriz Gimenez from Df Digital; and attorney Carolina Veludo dos Santos of Opice Blum.
Closing the program on a high note, the event hosted the panel “Women’s Football World Cup – What’s Next? Opportunities & Challenges,” which explored the potential of what promises to be the biggest edition in the tournament’s history, set to take place in the “country of football” in 2027. The panel featured leading industry figures such as Gal Barradas, Executive Director of Revenues, Marketing & Business Intelligence for the FIFA Women’s World Cup 2027; Luiza Maggessi, CPO of Play9 Content Group and VP of Play9Action; and Marie Julie Gerbauld, CCO of DAVID. The speakers detailed the competition’s growth potential and brand strategies ahead of Brazil hosting the event in 2027.
“Brazil is experiencing a very positive moment in both audiovisual production and sports. APRO Talks is an opportunity to share success stories, bring legal clarity, and encourage reflection on the paths we are building together,” Marianna concluded.
