{"id":599,"date":"2013-06-30T21:32:59","date_gmt":"2013-06-30T21:32:59","guid":{"rendered":"http:\/\/www.ativaesporte.com\/?p=669"},"modified":"2024-06-26T08:27:33","modified_gmt":"2024-06-26T08:27:33","slug":"changebrazil-the-implications-for-brands-sponsorship","status":"publish","type":"post","link":"https:\/\/robertoveiga.com.br\/aaaaa\/en\/changebrazil-the-implications-for-brands-sponsorship\/","title":{"rendered":"#ChangeBrazil: The Implications For Brands & Sponsorship"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.25.1″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here<\/a>. Find out more about our partnership with Synergy\u00a0here<\/a>.<\/strong><\/p>\n

by Bruno Scartozzoni and\u00a0<\/em>Guilherme Guimar\u00e3es<\/em><\/p>\n

As\u00a0Tom Jobim<\/a>, the great Brazilian musician and composer said, \u201cBrazil is not for beginners\u201d.<\/p>\n

When Brazil entered the new democratic period in the mid 1980s, it started to change quickly.\u00a0Fernando Henrique Cardoso<\/a>, the intellectual president from the social democrat party, took control of hyperinflation, opened the Brazilian economy, reduced government participation in the economy and started important reforms in order to rationalize the state. This was essential to the next phase, when\u00a0Lula<\/a>, the charismatic president from the labour party, created all kinds of social programs, giving power of purchase to poor people for the first time in Brazil\u2019s history.<\/p>\n

These elements awoke the Brazilian internal market of people hungry for consumption, and, in simple words, that\u2019s the reason why the 2008 global crisis didn\u2019t hit Brazil as hard as it did the rest of the world. And then, suddenly, Brazil was on everybody\u2019s radar, for successful World Cup and Olympics bids.<\/p>\n

\"\"<\/a><\/p>\n

Now comes the bad part of this story.<\/p>\n

Despite the economic progress of the last 20 years, our politicians did not achieve other important goals desired by Brazilians.<\/p>\n

In contrast to our status as the sixth biggest economy in the world, our public services, especially health, education and security, are at the opposite end of the scale. Add to this corruption scandals with no prosecutions and one of the most unequal distributions of wealth in the world and you have the full picture.<\/p>\n

The Protests<\/strong><\/p>\n

On\u00a03 June<\/a>\u00a0a small leftist group called MPL \u2013 Movimento Passe Livre (Free Transport Movement) \u2013 which campaigns for free public transport in Brazil\u2019s cities, started protests when the new S\u00e3o Paulo mayor announced a R$0,20 (US$0,09) raise in bus, subway and train ticket prices. To start with, most of the population didn\u2019t care less about it, but each day the campaigners managed to congregate more and more people.<\/p>\n

The turning point came on June 13,\u00a0when policemen treated the protesters with disproportionate force<\/a>, which triggered the population to use the R$0.20 increase as a symbol for something much bigger. It started to represent the poor public services, corrupt politicians, and the threat of hyper inflation. And just like the Occupy Movement and the Arab Spring, social media played a crucial role in scaling the protests and the protest ecosystem: suddenly politics became the only subject that mattered on Facebook and Twitter, which is really new for Brazil.<\/p>\n

Coincidentally (or not) it all peaked at the beginning of the\u00a02013 FIFA Confederations Cup<\/a>.<\/p>\n

For some time Brazilians had been saying in a resigned way\u00a0\u2018Imagina na Copa\u2019,\u00a0<\/em>meaning \u2018If it\u2019s this bad now, imagine what it will be like during the World Cup\u2019. Looking back, with the benefit of hindsight, it\u2019s not surprising this grew into the protests.<\/p>\n

The cost of the new and re-built World Cup stadiums had steadily risen from initial estimates and is more than the last three World Cups combined. They are being paid for by public money, in contrast to the promise, when Brazil won the right to stage the World Cup, that they would be privately funded. Add to that that other improvements linked to the World Cup and promised by government like new subway lines will not be ready by 2014, together with the poor reputations of the CBF and FIFA, and you have a time bomb.<\/p>\n

It exploded on June 17, with protests in every major Brazilian city, which are now happening every day and night. In the streets and on social media, people started saying Brazil not only wants stadiums, but also health and education to \u201cFIFA standards\u201d.<\/p>\n

\"\"<\/a><\/p>\n

It\u2019s difficult to predict how and when #ChangeBrazil will end. Ticket raises are being cancelled by the minute, and\u00a0the President has promised new infrastructure investment and a referendum on political reform<\/a>, but people are going to the streets anyway. It\u2019s the biggest social movement in the country\u2019s recent history, and probably the first one above party political interests. As the population is claiming, it is democratic, mostly peaceful (until now) and beautiful!<\/p>\n

Brands And The Protests<\/strong><\/p>\n

The most visible impact of the protests on brands is that some of the protests\u2019 most-used slogans have been adapted from recent brand campaigns.<\/p>\n

Johnnie Walker\u2019s\u00a0\u2018O Gigande Acordou\u2019<\/em>\u00a0(\u2018The giant is awake\u2019)\u00a0campaign<\/a>\u00a0showed the famous Sugar Loaf Mountain standing up and walking. The line was a reference to Brazilians\u2019 commonly-held view that Brazil is a giant sleeping eternally.<\/p>\n

Fiat used\u00a0\u2018Vem Pa Rua\u2019<\/em>\u00a0(\u2018Come To The Streets\u2019) as its line in a\u00a0football-themed campaign<\/a>\u00a0to ambush the Confederations Cup (they are not FIFA sponsors).<\/p>\n

And Vick, the cough drops brand, were also trying to hijack the Confederation Cup, by promoting the hashtag\u00a0#chupaessa<\/em>\u00a0(#suckthis) on Twitter.<\/p>\n

As soon as the protests started, people h-jacked these brand slogans, all of which became part of the movement, used in placards on the streets, and on Facebook and Twitter.<\/p>\n

There are also examples of brands actively using #ChangeBrazil in their communication.<\/p>\n

In fact, almost everyone is doing something about it on Facebook, most of them being more conservative, with generic patriotic posts.<\/p>\n

\"\"<\/a><\/p>\n

Stores near Paulista Avenue, the epicenter of #ChangeBrazil, are using the movement\u2019s elements in their displays. Store owners said that they are trying to engage with the moment and avoid looting.<\/p>\n

However, the most interesting #ChangeBrazil \u2018activation\u2019 so far has been by Spoleto, a big Italian fast food chain from Grupo Trigo, who license Domino\u2019s Pizza in Brazil. They released a manifesto on their Facebook fanpage, basically saying that they would be opening that space for political discussion, and any brand activation would would be ceased for a week.<\/p>\n

\"\"<\/a><\/p>\n

The discussion in advertising forums is about the possibility of brands taking a clear stand. Should they? Fiat thought it was better to leave the conversation and ended their campaign\u00a0\u2018as planned\u2019<\/a>\u00a0on June 22. Spoleto went the other way.<\/p>\n

It will be interesting as well to see which way\u00a0Brahma<\/a>\u00a0will go. The beer brand, which is a World Cup sponsor, was one of the few sponsors meaningfully\u00a0activating the World Cup association<\/a>\u00a0in Brazil, and\u00a0the only one positioning itself around discussions of the World Cup being good or bad for the country. Last year they released a very emotional and positive campaign telling Brazilians to care less about problems and imagine the party that will take place in 2014. It was a bold move, and divided public opinion.<\/p>\n

Will they stand for this message after #ChangeBrazil? It\u2019s another question impossible to predict, but they could broaden the optimistic message. \u201cImagine the party. Imagine a new (better) country.\u201d<\/p>\n

\"\"<\/a><\/p>\n

FIFA, Big Sport and The Protests<\/strong><\/p>\n

As #ChangeBrazil is partly a reaction to the government\u2019s astronomic spending on the World Cup, many in the international media have questioned Brazilians\u2019 attitude to the World Cup (especially) and the Olympics.<\/p>\n

In fact, most Brazilians don\u2019t think the World Cup and the Olympics are the problem. Most dreamed about hosting a World Cup again, and the Olympics are welcome too. Winning the bids is a proof that the world is finally taking us seriously, and it\u2019s very nice for everyone\u2019s ego!<\/p>\n

The problem is how the events were \u2018sold\u2019 to the Brazilian public, the reality of our infrastructure versus the huge spending on the World Cup, and,\u00a0as David Owen wrote recently<\/a>, the evident complacency of FIFA and \u2018Big Sport\u2019.<\/p>\n

As probably everyone in the world knows now, FIFA has got its PR strategy totally wrong in Brazil, notably when\u00a0Sepp Blatter told protestors that they should not link their grievances to football<\/a>, whilst at the same time Neymar was so visibly\u00a0supporting the protests<\/a>, and\u00a0Paolo Andre, the former Corinthians player, recalled that football had been used as a tool of mass control in the past, but now it was the people\u2019s turn to use sport to call attention to their demands<\/a>.<\/p>\n

From here, it\u2019s difficult to see how FIFA can recover its image in Brazil in time for the World Cup, which obviously has big implications for all the\u00a0FIFA sponsors<\/a>, who\u2019ll now need to re-think their activation strategies in Brazil.<\/p>\n

#ChangeBrazil: 10 Action Points For Brands & Sponsorship<\/strong><\/p>\n

\"\"<\/a><\/p>\n

1. Brazil\u2019s sense of its identity is changing very fast, and more than ever before, brands \u2013 both Brazilian and international \u2013 will need to listen to consumers and re-think their positioning and messaging.\u00a0Brazilian values have always been attached to happiness, being easygoing, hard-working and, of course, the ultimate clich\u00e9s: samba, beaches and football. This kind of thing still reflects what Brazil is, but June 2013 has changed it, evolved it, and made it much more complex.<\/p>\n

2. An example is what\u2019s happening now. People still care about the performance of the Brazilian team in the Confederations Cup, but conversations in bars are split between football and politics, and this is new, very new.<\/p>\n

3. Now it\u2019s clear that Brazilians are deeply concerned about social issues, which means that brands will need to increase their CSR efforts, especially if they are going to try to wave the Brazilian flag . Those that already have strong CSR credentials have a big advantage: those that don\u2019t have to move very, very fast to have permission to do business in Brazil, let alone marketing.<\/p>\n

4. There is lots of white space to integrate sports with CSR in Brazil. We expect to see a big increase in sponsorship of social development programmes and Paralympic sports, for example, but there\u2019s plenty of room in other causes too.<\/p>\n

5. CSR campaigns don\u2019t need to be dull.\u00a0As we wrote recently, there have been some amazing campaigns fusing sport and CSR in Brazil in the last year or so<\/a>, one of which recently won one of the top awards inCannes<\/a>.<\/p>\n

6. Celebrities who are out of touch with #ChangeBrazil are a real risk for brands. The untouchables\u00a0Pele and Ronaldo lost huge credibility with Brazilians after poorly chosen words about the protests<\/a>\u00a0\u2013 although to be fair Ronaldo\u2019s were said in 2011. Conversely, others such as David Luiz, Dani Alves, and volleyball player Bruno Resende are in the ascendant after stating they were worried about their performance, but that they were proud and concerned about the Brazilians on the streets.<\/p>\n

7.\u00a0Naming rights sponsorship has started to gain momentum this year<\/a>\u00a0and looks likely to keep growing. But brands will be wary of the downsides of associating themselves with \u2018FIFA\u2019 stadiums, especially the\u00a0three potential white elephants in Bras\u00edlia, Cuiaba and Manaus.<\/p>\n

8. Brazilians have discovered social media, especially Facebook and Twitter, as the modern\u00a0Agora<\/em>, and that has huge implications and opportunities for brands in Brazil, who activate sponsorships very little in social channels compared to traditional media, especially TV.<\/p>\n

9. FIFA sponsors will need to work harder than anybody, but especially in social as their fanpages are suffering daily attacks by consumers.<\/p>\n

10. Olympic sponsors have a big advantage. They can watch and learn from FIFA sponsors\u2019 efforts next year, and adapt accordingly for Rio 2016. But how long will it be before the protests turn their attention from World Cup budgets and FIFA to Rio 2016\u2032s budgets and the IOC?<\/p>\n

Bruno and Guilherme are partners at\u00a0Ativa Esporte<\/a>,\u00a0the Brazilian sports marketing consultancy which is Synergy\u2019s partner in Brazil.<\/em>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here. Find out more about our partnership with Synergy\u00a0here. by Bruno Scartozzoni and\u00a0Guilherme Guimar\u00e3es As\u00a0Tom Jobim, the great Brazilian musician and composer said, \u201cBrazil is not for beginners\u201d. When Brazil entered the new democratic period in the mid 1980s, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

[et_pb_section fb_built=\"1\" _builder_version=\"4.16\" global_colors_info=\"{}\" theme_builder_area=\"post_content\"][et_pb_row _builder_version=\"4.16\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" global_colors_info=\"{}\" theme_builder_area=\"post_content\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\" theme_builder_area=\"post_content\"][et_pb_text _builder_version=\"4.25.1\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" hover_enabled=\"0\" global_colors_info=\"{}\" theme_builder_area=\"post_content\" sticky_enabled=\"0\"]This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here<\/a>. Find out more about our partnership with Synergy\u00a0here<\/a>.<\/strong><\/p>

by Bruno Scartozzoni and\u00a0<\/em>Guilherme Guimar\u00e3es<\/em><\/p>

As\u00a0Tom Jobim<\/a>, the great Brazilian musician and composer said, \u201cBrazil is not for beginners\u201d.<\/p>

When Brazil entered the new democratic period in the mid 1980s, it started to change quickly.\u00a0Fernando Henrique Cardoso<\/a>, the intellectual president from the social democrat party, took control of hyperinflation, opened the Brazilian economy, reduced government participation in the economy and started important reforms in order to rationalize the state. This was essential to the next phase, when\u00a0Lula<\/a>, the charismatic president from the labour party, created all kinds of social programs, giving power of purchase to poor people for the first time in Brazil\u2019s history.<\/p>

These elements awoke the Brazilian internal market of people hungry for consumption, and, in simple words, that\u2019s the reason why the 2008 global crisis didn\u2019t hit Brazil as hard as it did the rest of the world. And then, suddenly, Brazil was on everybody\u2019s radar, for successful World Cup and Olympics bids.<\/p>

\"\"<\/a><\/p>

Now comes the bad part of this story.<\/p>

Despite the economic progress of the last 20 years, our politicians did not achieve other important goals desired by Brazilians.<\/p>

In contrast to our status as the sixth biggest economy in the world, our public services, especially health, education and security, are at the opposite end of the scale. Add to this corruption scandals with no prosecutions and one of the most unequal distributions of wealth in the world and you have the full picture.<\/p>

The Protests<\/strong><\/p>

On\u00a03 June<\/a>\u00a0a small leftist group called MPL \u2013 Movimento Passe Livre (Free Transport Movement) \u2013 which campaigns for free public transport in Brazil\u2019s cities, started protests when the new S\u00e3o Paulo mayor announced a R$0,20 (US$0,09) raise in bus, subway and train ticket prices. To start with, most of the population didn\u2019t care less about it, but each day the campaigners managed to congregate more and more people.<\/p>

The turning point came on June 13,\u00a0when policemen treated the protesters with disproportionate force<\/a>, which triggered the population to use the R$0.20 increase as a symbol for something much bigger. It started to represent the poor public services, corrupt politicians, and the threat of hyper inflation. And just like the Occupy Movement and the Arab Spring, social media played a crucial role in scaling the protests and the protest ecosystem: suddenly politics became the only subject that mattered on Facebook and Twitter, which is really new for Brazil.<\/p>

Coincidentally (or not) it all peaked at the beginning of the\u00a02013 FIFA Confederations Cup<\/a>.<\/p>

For some time Brazilians had been saying in a resigned way\u00a0\u2018Imagina na Copa\u2019,\u00a0<\/em>meaning \u2018If it\u2019s this bad now, imagine what it will be like during the World Cup\u2019. Looking back, with the benefit of hindsight, it\u2019s not surprising this grew into the protests.<\/p>

The cost of the new and re-built World Cup stadiums had steadily risen from initial estimates and is more than the last three World Cups combined. They are being paid for by public money, in contrast to the promise, when Brazil won the right to stage the World Cup, that they would be privately funded. Add to that that other improvements linked to the World Cup and promised by government like new subway lines will not be ready by 2014, together with the poor reputations of the CBF and FIFA, and you have a time bomb.<\/p>

It exploded on June 17, with protests in every major Brazilian city, which are now happening every day and night. In the streets and on social media, people started saying Brazil not only wants stadiums, but also health and education to \u201cFIFA standards\u201d.<\/p>

\"\"<\/a><\/p>

It\u2019s difficult to predict how and when #ChangeBrazil will end. Ticket raises are being cancelled by the minute, and\u00a0the President has promised new infrastructure investment and a referendum on political reform<\/a>, but people are going to the streets anyway. It\u2019s the biggest social movement in the country\u2019s recent history, and probably the first one above party political interests. As the population is claiming, it is democratic, mostly peaceful (until now) and beautiful!<\/p>

Brands And The Protests<\/strong><\/p>

The most visible impact of the protests on brands is that some of the protests\u2019 most-used slogans have been adapted from recent brand campaigns.<\/p>

Johnnie Walker\u2019s\u00a0\u2018O Gigande Acordou\u2019<\/em>\u00a0(\u2018The giant is awake\u2019)\u00a0campaign<\/a>\u00a0showed the famous Sugar Loaf Mountain standing up and walking. The line was a reference to Brazilians\u2019 commonly-held view that Brazil is a giant sleeping eternally.<\/p>

Fiat used\u00a0\u2018Vem Pa Rua\u2019<\/em>\u00a0(\u2018Come To The Streets\u2019) as its line in a\u00a0football-themed campaign<\/a>\u00a0to ambush the Confederations Cup (they are not FIFA sponsors).<\/p>

And Vick, the cough drops brand, were also trying to hijack the Confederation Cup, by promoting the hashtag\u00a0#chupaessa<\/em>\u00a0(#suckthis) on Twitter.<\/p>

As soon as the protests started, people h-jacked these brand slogans, all of which became part of the movement, used in placards on the streets, and on Facebook and Twitter.<\/p>

There are also examples of brands actively using #ChangeBrazil in their communication.<\/p>

In fact, almost everyone is doing something about it on Facebook, most of them being more conservative, with generic patriotic posts.<\/p>

\"\"<\/a><\/p>

Stores near Paulista Avenue, the epicenter of #ChangeBrazil, are using the movement\u2019s elements in their displays. Store owners said that they are trying to engage with the moment and avoid looting.<\/p>

However, the most interesting #ChangeBrazil \u2018activation\u2019 so far has been by Spoleto, a big Italian fast food chain from Grupo Trigo, who license Domino\u2019s Pizza in Brazil. They released a manifesto on their Facebook fanpage, basically saying that they would be opening that space for political discussion, and any brand activation would would be ceased for a week.<\/p>

\"\"<\/a><\/p>

The discussion in advertising forums is about the possibility of brands taking a clear stand. Should they? Fiat thought it was better to leave the conversation and ended their campaign\u00a0\u2018as planned\u2019<\/a>\u00a0on June 22. Spoleto went the other way.<\/p>

It will be interesting as well to see which way\u00a0Brahma<\/a>\u00a0will go. The beer brand, which is a World Cup sponsor, was one of the few sponsors meaningfully\u00a0activating the World Cup association<\/a>\u00a0in Brazil, and\u00a0the only one positioning itself around discussions of the World Cup being good or bad for the country. Last year they released a very emotional and positive campaign telling Brazilians to care less about problems and imagine the party that will take place in 2014. It was a bold move, and divided public opinion.<\/p>

Will they stand for this message after #ChangeBrazil? It\u2019s another question impossible to predict, but they could broaden the optimistic message. \u201cImagine the party. Imagine a new (better) country.\u201d<\/p>

\"\"<\/a><\/p>

FIFA, Big Sport and The Protests<\/strong><\/p>

As #ChangeBrazil is partly a reaction to the government\u2019s astronomic spending on the World Cup, many in the international media have questioned Brazilians\u2019 attitude to the World Cup (especially) and the Olympics.<\/p>

In fact, most Brazilians don\u2019t think the World Cup and the Olympics are the problem. Most dreamed about hosting a World Cup again, and the Olympics are welcome too. Winning the bids is a proof that the world is finally taking us seriously, and it\u2019s very nice for everyone\u2019s ego!<\/p>

The problem is how the events were \u2018sold\u2019 to the Brazilian public, the reality of our infrastructure versus the huge spending on the World Cup, and,\u00a0as David Owen wrote recently<\/a>, the evident complacency of FIFA and \u2018Big Sport\u2019.<\/p>

As probably everyone in the world knows now, FIFA has got its PR strategy totally wrong in Brazil, notably when\u00a0Sepp Blatter told protestors that they should not link their grievances to football<\/a>, whilst at the same time Neymar was so visibly\u00a0supporting the protests<\/a>, and\u00a0Paolo Andre, the former Corinthians player, recalled that football had been used as a tool of mass control in the past, but now it was the people\u2019s turn to use sport to call attention to their demands<\/a>.<\/p>

From here, it\u2019s difficult to see how FIFA can recover its image in Brazil in time for the World Cup, which obviously has big implications for all the\u00a0FIFA sponsors<\/a>, who\u2019ll now need to re-think their activation strategies in Brazil.<\/p>

#ChangeBrazil: 10 Action Points For Brands & Sponsorship<\/strong><\/p>

\"\"<\/a><\/p>

1. Brazil\u2019s sense of its identity is changing very fast, and more than ever before, brands \u2013 both Brazilian and international \u2013 will need to listen to consumers and re-think their positioning and messaging.\u00a0Brazilian values have always been attached to happiness, being easygoing, hard-working and, of course, the ultimate clich\u00e9s: samba, beaches and football. This kind of thing still reflects what Brazil is, but June 2013 has changed it, evolved it, and made it much more complex.<\/p>

2. An example is what\u2019s happening now. People still care about the performance of the Brazilian team in the Confederations Cup, but conversations in bars are split between football and politics, and this is new, very new.<\/p>

3. Now it\u2019s clear that Brazilians are deeply concerned about social issues, which means that brands will need to increase their CSR efforts, especially if they are going to try to wave the Brazilian flag . Those that already have strong CSR credentials have a big advantage: those that don\u2019t have to move very, very fast to have permission to do business in Brazil, let alone marketing.<\/p>

4. There is lots of white space to integrate sports with CSR in Brazil. We expect to see a big increase in sponsorship of social development programmes and Paralympic sports, for example, but there\u2019s plenty of room in other causes too.<\/p>

5. CSR campaigns don\u2019t need to be dull.\u00a0As we wrote recently, there have been some amazing campaigns fusing sport and CSR in Brazil in the last year or so<\/a>, one of which recently won one of the top awards inCannes<\/a>.<\/p>

6. Celebrities who are out of touch with #ChangeBrazil are a real risk for brands. The untouchables\u00a0Pele and Ronaldo lost huge credibility with Brazilians after poorly chosen words about the protests<\/a>\u00a0\u2013 although to be fair Ronaldo\u2019s were said in 2011. Conversely, others such as David Luiz, Dani Alves, and volleyball player Bruno Resende are in the ascendant after stating they were worried about their performance, but that they were proud and concerned about the Brazilians on the streets.<\/p>

7.\u00a0Naming rights sponsorship has started to gain momentum this year<\/a>\u00a0and looks likely to keep growing. But brands will be wary of the downsides of associating themselves with \u2018FIFA\u2019 stadiums, especially the\u00a0three potential white elephants in Bras\u00edlia, Cuiaba and Manaus.<\/p>

8. Brazilians have discovered social media, especially Facebook and Twitter, as the modern\u00a0Agora<\/em>, and that has huge implications and opportunities for brands in Brazil, who activate sponsorships very little in social channels compared to traditional media, especially TV.<\/p>

9. FIFA sponsors will need to work harder than anybody, but especially in social as their fanpages are suffering daily attacks by consumers.<\/p>

10. Olympic sponsors have a big advantage. They can watch and learn from FIFA sponsors\u2019 efforts next year, and adapt accordingly for Rio 2016. But how long will it be before the protests turn their attention from World Cup budgets and FIFA to Rio 2016\u2032s budgets and the IOC?<\/p>

Bruno and Guilherme are partners at\u00a0Ativa Esporte<\/a>,\u00a0the Brazilian sports marketing consultancy which is Synergy\u2019s partner in Brazil.<\/em>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[3343],"tags":[],"class_list":["post-599","post","type-post","status-publish","format-standard","hentry","category-ingles"],"yoast_head":"\n#ChangeBrazil: The Implications For Brands & Sponsorship - Ativa Esporte<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/robertoveiga.com.br\/aaaaa\/en\/changebrazil-the-implications-for-brands-sponsorship\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#ChangeBrazil: The Implications For Brands & Sponsorship - Ativa Esporte\" \/>\n<meta property=\"og:description\" content=\"This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here. Find out more about our partnership with Synergy\u00a0here. by Bruno Scartozzoni and\u00a0Guilherme Guimar\u00e3es As\u00a0Tom Jobim, the great Brazilian musician and composer said, \u201cBrazil is not for beginners\u201d. 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