Alex Braga, a 55-year-old businessman from Rio de Janeiro, is a dedicated collector, a habitual sinner in the daily hunt for an undiscovered piece or an untold story. He has been devoted to this art since he was 7 years old, when he began his journey at the 1978 World Cup with football stickers and the nostalgic Coca-Cola bottle caps featuring the players' faces. Since then, he has participated in 12 World Cups.

The son of a teacher, he learned early on that preserving memories of the past is the best way to tell the story of life in the future. Following this lesson, he lovingly and meticulously preserves objects, personal items, documents, and relics that represent a 96-year cycle of history. In 2026, he will once again have the pleasure of welcoming visitors to this exhibition, just four years before the centenary of the first World Cup.

Alex invites everyone to participate in person in this historic moment. The World Cup is not just a sporting competition, but a family experience, with its own unique life, that has been and will continue to be lived by many generations.