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Inside Brazil: Wasserman's Rio Intelligence Project

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Brazil has become a market many companies wish to capitalize on, yet find themselves questioning the best way to do so. As a global sports agency, we here at Wasserman Media Group want to use our expertise to help you take advantage of the economic opportunity in Brazil. This presentation will take you through the growing economy of Brazil, how sports in Brazil have brought tremendous success to the partners involved, and how you can leverage sports to win in this growing market.

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Inside Brazil: Wasserman's Rio Intelligence Project

  1. 1. WASSERMAN MEDIA GROUP PRESENTS: INSIDE: BRAZIL
  2. 2. • 5th largest country in the world • 6th largest economy in the world • São Paulo is the 7th largest city in the world • Economy has grown 4.2% YOY since 2010 • Already at over 200M, Brazil’s population is expected to grow 7% by 2020 Brazil is large, prosperous, and projected to experience sustainable growth 2
  3. 3. • Median age of 29 (U.S. = 35) • Over half of population is <29 years old • 2nd largest Japanese population outside of Japan • 4th most internet users in the world • 5th most mobile phone users in the world Brazilians are young, diverse and fast adopters of new technology 3
  4. 4. • 6M international visitors to Brazil in 2012 • Travel and tourism accounted for a $79B direct impact on GDP, 5 times more than the world average • Rio de Janeiro is the most visited city in the Southern Hemisphere A top tourist destination, Brazil has experienced an economic and social boost 4
  5. 5. • Major U.S. brands have expanded into Brazil in the past year, including Dunkin’ Donuts, Johnny Rockets, Sears, Apple and GAP • Foreign brands use e-commerce as a gateway into Brazil, with the most active industries being clothing, cosmetics and jewelry Brands have already begun to invest in the Brazilian market 5
  6. 6. • Brazil is expected to experience a 10% YOY increase in ad spending in 2015 • With total ad expenditures expected to be almost $22 billion in 2015, Brazil will account for over half (55.5%) of all of Latin America’s ad expenditure A growing economy has translated into significant increases in ad spending 6
  7. 7. HOW ARE COMPANIES TAKING ADVANTAGE OF BRAZIL’S ECONOMIC GROWTH, VALUABLE PEOPLE AND TOURISM LEADERSHIP? 7
  8. 8. • 47 million Brazilians 18 and over consider themselves sports fans, with 84% of adult internet users claiming to follow sports; over ¾ of Brazilian sports fans are under the age of 44 • 65% of Brazilians are football fans, with Volleyball (42%), Formula 1 (37%), and Swimming (30%) growing in popularity Sports are an integral part of Brazilian culture and attract a passionate audience 8
  9. 9. Brazil’s inherent passion for soccer made the 2014 World Cup a sporting event for the ages; with nearly 4 million fans attending and an estimated 3.2 billion watching on TV around the world, brands spent significant marketing dollars in order to capture the massive audience The World Cup was a perfect entry point for brands to win in Brazil 9
  10. 10. • Brands spent $404 million on marketing rights associated with the 2014 World Cup; ad spend surrounding World Cup was estimated to be 40% higher than 2010 • Advertisers’ social marketing spend rose to the half-million to multimillion dollar range, extending their campaigns to over 180 countries Brands forecasted a high ROI opportunity and invested accordingly 10
  11. 11. • More than 5 million people attended at least 1 of the 12 FIFA Fan Fest locations in Brazil • Non-FIFA partner Nike experienced great success with their marketing efforts, receiving over 3 million mentions on Twitter and over 85M views on YouTube during the World Cup Brands created experiences that engaged with passionate fans from across the world 11
  12. 12. MOVING FORWARD, HOW CAN YOUR COMPANY USE SPORTS TO ENTER THE BRAZILIAN MARKET AND CAPITALIZE ON THE ECONOMIC OPPORTUNITY? 12
  13. 13. Brazilians’ passion for sport does not stop at soccer. A profound interest in Olympic sports (swimming, volleyball, gymnastics and more) coupled with a deep sense of national pride will make Rio 2016 an excellent vehicle for companies to integrate their brands into the market The Rio Olympics will be the next major opportunity for brands to enter Brazil 13
  14. 14. $18.7 billion in new investments: • Aquatic sports stadium (US$40M) • An Olympic Park to host gymnastics, cycling, handball (US$200M) • An Olympic village of 40 12-story buildings (US$450M) • Olympic Tennis Center (US$45M) Brazil has invested in building world-class sports complexes leading up to Rio 2016 14
  15. 15. Rio Olympics by the numbers: • 31,000 journalists, 90,000 volunteers, 6.5 million tickets, and over 5,000 hours of live broadcast to 220 countries, with an estimated audience of over 4.3 billion Rio Paralympic Games by the numbers: • 1 million+ spectators, 300 million+ television viewers The Rio Games will reach a mass audience both in Brazil and across the globe 15
  16. 16. RIO INTELLIGENCE PROJECT 16 FOR MORE INFORMATION ON THE “RIO INTELLIGENCE PROJECT”, PLEASE CONTACT: Heidi Pellerano | Senior Vice President, Consulting 501 Brickell Key Drive, Suite 202 Miami, FL 33131 P: 786-899-2083

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