• Brazil 2014: Under 500 Days And Counting

    This content was originally posted as our contribution to Synergy Sponsorship´s blog. You can find the original link here. Find out more about our partnership with Synergy here.

    Last week FIFA and the Brazilian government were going to celebrate 500 days to go to the 2014 FIFA World Cup, with a big press conference to present their aspirations for the tournament, a lot of facts and figures related to the investment in stadia and infrastructure, and the official tournament poster. Naturally however, the event was cancelled because of the Santa Maria tragedy, where over 200 people died in a fire at a local nightclub. It shocked the country and the world, and celebrations were the last thing on any Brazilian’s mind.

    Three days later, an official video with a compilation of work to date was released, together with the tournament poster (pictured above).

    Brazil is now within touching distance of hosting the FIFA World Cup for the second time in the country’s history (the first being back in 1950) but interestingly, the man on the street is feeling both excited and slightly concerned at the same time. In spite of constant reassurance from the government that everything will be ready by the kick-off in 2014, the average Brazilian still has a lot of doubts.

    Whilst there are some very big players working on the organization and infrastructure, corruption scandals in the past mean the people are still rather sceptical. Right now only two venues are complete, and the original budget has increased significantly.

    That said, there is also some good news for the people. Mano Menezes, the former Brazil Team manager, who had the backing of neither media nor fans, has been sacked, and replaced by Luiz Felipe Scolari. ‘Big Phil’ took the Seleção to glory at the 2002 FIFA World Cup, and the Brazilian people still regard him as a winner.

    What strikes us the most is that up until now almost every FIFA World Cup sponsor has been very quiet. The most active of the group is Brahma (the local AB InBev beer brand), which has launched a campaign to fight any ‘national pessimism’. The brand reminds consumers that Brazil is going to stage the biggest party in history, and that any cynicism or worries will be long forgotten. This activation featured in our list ofthe top 5 Brasilian sports marketing campaigns of 2012 back in December.

    Itaú, the country’s biggest private bank, also began their World Cup 2014 campaign last year, but have, so far, failed to create the same kind of buzz generated by Brahma.

    With the FIFA Confederations Cup approaching fast, and a new ticket sales record just set, it is clear that there’s palpable excitement amongst Brazilians about the upcoming events. We might like to criticize our country, but that’s just a cultural thing: most importantly, we are also very proud of hosting these global events. So, for brands there’s plenty of scope to take advantage of this warmth.

    For most Brazilians hosting the World Cup is a dream, and 500 days from now the dream will come true!


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  • Seven Golden Rules Of Naming Rights Sponsorship For Brands

    This post was originally published on Mundo do Marketing in portuguese and was adapted from our partner Tim Crow´s article “Why There Are Now Six Golden Rules Of Naming Rights Sponsorship For Brands“.

    Very recently some Brazilian football clubs announced that their arena´s naming rights were on sale. In Brazil this kind of sponsorship is very common in movie theatres and music venues, but it´s taking the first steps in the sports world.

    Atlético Paranaense was a pioneer in 2005, when they sold their arena´s name to Kyocera. But, three years later, the contract was not renewed and, since then, the club wasn’t able to sell this property to any other sponsor. So, what´s the reason why brands in Brazil do not seem to be interested in sports arenas’ naming rights?

    Some time ago our friend Tim Crow, Synergy Sponsorship´s CEO, wrote a nice post with his 6 golden rules of naming rights. The post was focused in the European market, and we “tropicalized” these rules, adapting to the Brazilian reality. That´s why we have seven rules instead of six.

    1. The stadium should have a short name only. If it has two names, one of them being the sponsor brand, guess which the media and fans will cut. Good examples are The Reebok Stadium, Bolton Wanderes´ home, and The Emirates, Arsenal´s home. These two work well. On the other side you will find Jame´s Park, Newcastle´s home. What’s the chance of somebody pronouncing the entire name?

    2. It´s clever to avoid renaming a traditional stadium. If you do the media and fans will probably cut your name. In other words, it´s a lot easier to start with a new stadium. This rule explains the reason why Brazilian brands appear to avoid naming some local stadiums. On the other side, it is a good opportunity for the new stadiums being built for the World Cup 2014.

    3. The exception to rule 2 is when a stadium doesn´t have appeal with the fans or is declining for some reason and, as a result, needs to be re-launched. In England, the Millennium Dome, an exhibition venue that never conquered consumers’ hearts, was recently re-launched as “The O2″. In the same way, Corinthians, the Brazilian football club, could upgrade its traditional “Fazendinha” (Tiny Farm), and a new name could do well.

    4. The sponsor should pay enough for the naming right, and the main problem of not doing so is that the media and the fans can interpret this as bad faith. In England there was a case when the sponsor paid only £ 150,000 per year to guarantee naming an arena, a very small amount of money in comparison to the expensive TV campaigns produced by the company. Fans didn´t like it. In Brazil, the average fan wouldn’t probably acknowledge such a detail, but they are starting to be picky with which brands they want to see associated with their club.

    5. The brand should bet on long term due to two reasons: it demonstrates a commitment to the club and the ROI will be a lot bigger. Besides that, the media and the fans need some time to get used to the new name.

    6. It´s not clever to rename a stadium that already has a nickname. Ideally, the nickname should be part of the naming strategy. Recently, Corinthians announced its new stadium for the 2014 World Cup, at it was automatically named “Itaquerão” (from the neighborhood where it is located). The nickname has been adopted by media and fans, even before the stadium is ready, and the club is having a hard time finding a naming partner.

    7. After following rules 1 to 6, then the hard work really begins – earning respect and admiration from the fans and media, what is only possible with activation and creativity.


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  • Brooklyn Nets created a new mascot together with Marvel Comics

    Some time ago wrote a post about mascots, an interesting property that clubs and sponsors often overlook. and we think this is wasted potential.

    Recently we found out a very interesting piece of news from the Brooklyn Nets (the NBA team) who invited Marvel Comics to develop its new mascot.

    The result is Brooklyn Knight, the first super hero NBA mascot. You can see him in the arena…

    …and also as a 32 page comic book distributed to fans.

    The opportunities around this are huge:

    - Marvel Comics could create a new business in the future: mascots design.

    - Mascots usually come from traditions. Brooklyn Nets is a new club, therefore, without much tradition. Professional help is interesting in these cases.

    - Mascots usually are static icons. Brooklyn Knight is the opposite, as we can consider him a moving character. It´s the difference between a picture and a movie.

    - Brooklyn Knight can became a new Marvel Comics regular title, sold at comic shops.

    - What if Spiderman or the Avengers meets with Brooklyn Knight?

    - What if Brooklyn Knight get a sponsor inside the story? It could be the company that offer him technology, helping crime combat.

    via Mkt Esportivo


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  • Simon Chadwick talks about London 2012 learnings and much more

    A couple of months ago Simon Chadwick, one of the main european sports marketing academics, presented a lecture about the London 2012 learnings, Rio 2016 challenges and also a little bit of ambush marketing. The event was organized by the British Council and Coppead (Rio de Janeiro Federal University). Simon Chadwick is a professor at the Convetry University, the Centre for the International Business of Sport director and consultant for brands around the world.

    He opened his lecture talking about Olympic Games in a broader context. London 2012 was attached to a plan to revitalize the west side of the city, incentivate sports practice amongst britains and show the world the most creative side of the UK economy and culture.


    Talking about numbers, sometimes the olympic experience can be traumatic. Montreal 1976 was paid by local taxpayers until a few years ago. London 2012, on the other hand, will probably break even, although the real gains are more in image than financial. In that matter Brazil, should have clear goals of what to expect with the events in 2014 and 2016.


    Another subject was the necessity of a plan B. Chadwick said that London 2012 had alternative places to all arenas and stadiums, in the case one of them wasn´t ready. In the end everything was alright and London 2012 was considered one of the most organized games in history.


    In the second session, about ambush marketing, Chadwick presented several recent cases, such as the Dutch brewer Bavaria, which seems to be specialized in this type of campaign. At South Africa 2010, they were caught by FIFA and had to sign an agreement promising not to ambush the next five editions of the event. Why five? It´s a mistery.

    According to Chadwick, ambush marketing increasingly goes beyond opportunism, becoming a platform for brands with attitude. In many cases, the increasing regulation of sponsorship contracts turns the public opinion against the events organizers and in favor of brands that break the rules. Moreover, these contracts end up restricting the sponsoring brands.


    In short, the professor made it clear that Brazil will have a unique opportunity in history, but we must be prepared for it. The key is clear goals and a good plan.


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  • The Top 5 Brazilian Sports Marketing Campaigns Of 2012

    This content was originally posted as our constribution to Synergy Sponsorship´s blog. You can find the original link here. Find out more about our partnership with Synergy here.

    2012 was a landmark year for sports marketing in Brazil. London 2012 handed the Olympic and Paralympic baton to Rio 2016Corinthians won the Copa Libertadores and the FIFA Club World Cup, and with the 2014 FIFA World Cup now less than 2 years away, it’s really starting to feel like Brazil is the sports marketing capital of the world.

    To mark the end of the year and give you a taste of the best of Brazilian sports marketing, we’ve put together our five favourite campaigns of 2012. As Brazilians, we make no apologies for the fact that they’re all football!


    Vitória, one of north-east Brazil’s main clubs, has a traditional jersey, striped in red and black. Nowadays, it is manufactured by Penalty, the Brazilian sports brand.

    Penalty embraced Vitória fans’ motto “My blood is red and black” to create a social campaign. In order to increase blood donation among the fans, they turned the red stripes white and Vitória fans were incentivized to donate blood in specific locations to give the red back to the jersey. Every match the team jersey got one red stripe back.

    In the end, the team shirt was back to normal.



    This year the Facebook page of Guaraná Antarctica, the Brazilian soft drink made from Amazonian fruit, reached 5 million followers, equal to the population of many countries. To celebrate this, Guaraná Antarctica created a special activation of the Brazilian national football team.

    Mano Menezes, the Brazilian coach at the time, invited young people to sublit a 1-minute video showing why they should play for the Guaraná Team. He then selected 12 players who played against Costa Rica’s U-20 team. Why Costa Rica? Because the country is the same size as Guaraná’s fanpage.

    The activation generated a lot of buzz – and the Guaraná Team won the match!


    Brazilians always dreamed about hosting a second World Cup, but, when it happened, the dream suddenly turned into a nightmare in Brazilians’ public consciousness. Since the announcement, people have been saying: “Imagina na Copa…” (“Think of it during the World Cup”) in a sarcastic way, meaning that the usual problems will be amplified during the event.

    Brahma, the number two Brazilian beer by market share and one of InBev’s international brands, embraced the cause against the pessimism with a campaign that showed a more positive point of view about the 2014 World Cup.

    In summary, the video below says that Brazil 2014 will be the biggest party ever, and that joy and happiness will triumph over pessimism and problems.



    Brazilian striker Bebeto created a unique and famous goal celebration at the World Cup 1994 to commemorate his son’s birth. If you didn’t see it at the time, you’ve definitely seen someone copying him since.

    This year, 18 years later, Volkswagen brought Bebeto and his son, Mattheus, back to promote the best-selling car in Brazil, the VW Gol (‘Goal’ in Portuguese). In 1994, Bebeto scored an important goal for Brazil, and now, he gives his son a ‘Gol’ just as he turns 18, the age at which people are allowed to drive in the country.



    Imagine that you bought tickets to watch Man United v Man City. You are in the stadium waiting for the game when you see Arsenal and Chelsea players entering the pitch. WTF?! In other words, no one understands what is happening. Then the referee whistles and a message is shown to the fans:

    “We haven’t invented insurance for calendar changes yet. But you can count on Zurich Insurance to take care of your properties, life and future.”

    Crazy! But it really happened in a Brazilian football game between Palmeiras and Santos. Minutes before the game, São Paulo and Corinthians, two of their main rivals, entered the pitch.


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