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.

1. WASSERMAN MEDIA GROUP
PRESENTS:
INSIDE: BRAZIL

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. • 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. • 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. • 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. • 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. HOW ARE COMPANIES TAKING ADVANTAGE OF BRAZIL’S ECONOMIC GROWTH,
VALUABLE PEOPLE AND TOURISM LEADERSHIP?
7

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. 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. • 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. • 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. MOVING FORWARD, HOW CAN YOUR COMPANY USE SPORTS TO ENTER THE
BRAZILIAN MARKET AND CAPITALIZE ON THE ECONOMIC OPPORTUNITY?
12

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. $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. 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. 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