Brazil Monthly sponsorship industry analysis report September 2012

International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK

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ISSN 2050-4888 eISSN 2050-4896

Copyright ©2012 by International Marketing Reports Ltd

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying or otherwise, without the prior permission of the publisher and copyright owner. While every effort has been made to ensure accuracy of the information, advice and comment in this publication, the publisher cannot accept responsibility for any errors. 2 TABLE OF CONTENTS

Executive summary ...... 6

Growth ...... 6

Football dominant ...... 6

Domestic Olympic deals set to break records ...... 6

Market immature ...... 6 Market overview ...... 7

Brazil’s rapid sponsorship growth ...... 7

Brazilian economic expansion ...... 8

Growing marketing sophistication ...... 9

Revenue growth in football ...... 9

Brazilian sponsorship by sport...... 10

Brazilian sponsorship by industry sector ...... 12

Origin of Brazilian sponsorship deals ...... 14

International investment in Brazilian sponsorship ...... 15

Domestic investment in Brazilian sponsorship ...... 15

Sponsorship by company ...... 16

Financial services ...... 17

Automotive ...... 17

Telecommunications ...... 17

FMCG...... 17

State owned companies ...... 18 Football sponsorship in Brazil ...... 20 Olympics sponsorship in Brazil ...... 31 ...... 34 Motorsports ...... 38 , Futsal, and miscellaneous...... 40 Sports clothing ...... 47

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Table of charts and tables

Chart 1. Brazilian sponsorship rights expenditure 2005-2016 (US$m) ...... 7 Chart 2. Brazilian sponsorship growth rates 2005-2016 ...... 8 Chart 3. Brazilian GDP growth 2001-2012 ...... 8 Table 1. Brazilian sponsorship expenditure/deal numbers by sport ...... 10 Chart 4. Brazilian sponsorship market by sport by value ...... 11 Chart 5. Brazilian sponsorship market by sport by number of deals ...... 11 Table 2. Brazilian sponsorship expenditure/deal numbers by industry sector ...... 12 Chart 6. Brazilian sponsorship market by industry sector by value ...... 13 Chart 7. Brazilian sponsorship market by industry sector by number of deals ...... 13 Table 3. Brazilian sponsorship market by international investment by source ...... 14 Chart 8. Brazilian sponsorship market international investment source by value ...... 14 Chart 9. Brazil’s sponsorship market international investment source by number of deals ...... 15 Table 4. Brazil’s leading companies by turnover and profit ...... 15 Table 5. Brazil’s leading sponsors by total investment ...... 16 Table 6. Brazil’s top 30 sponsorship deals by value ...... 19 Table 7. Brazilian football sponsorship spend/deal numbers by industry sector ...... 20 Chart 10. Brazilian football sponsorship spend by industry sector ...... 21 Chart 11. Brazilian football sponsorship deal numbers by industry sector ...... 21 Table 8. Brazil football - CBF sponsorship deals by value and duration ...... 22 Table 8a. Brazil football – CBF sponsorship deals by value and duration ...... 23 Table 9. Brazil football – FIFA 2014 sponsorship deals by value and duration ...... 23 Table 10. Brazil football – club sponsorship deals by value and duration ...... 24 Table 10a. Brazil football – club sponsorship deals by value and duration ...... 25 Table 10b. Brazil football – club sponsorship deals by value and duration ...... 26 Table 10c. Brazil football – club sponsorship deals by value and duration ...... 27 Table 10d. Brazil football – club sponsorship deals by value and duration ...... 28 Table 10e. Brazil football – club sponsorship deals by value and duration ...... 29 Table 10f. Brazil football – club sponsorship deals by value and duration ...... 30 Table 11. Brazil Olympic sponsorship deals by value and duration ...... 33 Table 12. Brazil volleyball CBV sponsorship deals by value and duration ...... 35 Table 13. Brazil volleyball - club sponsorship deals by value and duration ...... 36 Table 13a. Brazil volleyball - club sponsorship deals by value and duration ...... 37 Table 14. Brazil motorsports sponsorship deals by value and duration ...... 39 Table 15. Brazil basketball sponsorship deals by value and duration ...... 41 Table 15a. Brazil basketball sponsorship deals by value and duration ...... 42 Table 16. Brazil futsal sponsorship deals by value and duration ...... 43 Table 16a. Brazil futsal sponsorship deals by value and duration ...... 44 Table 17. Brazil tennis sponsorship deals by value and duration ...... 45 Table 18. Brazil athletics sponsorship deals by value and duration ...... 45 Table 19. Brazil beach soccer sponsorship deals by value and duration ...... 45 Table 20. Brazil distance running sponsorship deals by value and duration ...... 46 Table 21. Brazil miscellaneous sponsorship deals by value and duration ...... 46 Table 22. Brazil kit deals by value and duration ...... 48 Table 22a. Brazil kit deals by value and duration ...... 49 Table 22b. Brazil kit deals by value and duration ...... 50

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Sponsorship Today methodology

Sponsorship Today reports are created through the collection of data from news feeds, web searches, industry and news publications. Where sponsorship deals have not been reported, the Sponsorship Today team actively seeks data through web searches and contacting sponsors, agencies and rights holders.

Most sponsorship deals are not reported and, of those that are, the majority do not provide accurate fee or duration data. IMR estimates unreported fee values through comparisons with similar deals, contacts with industry insiders and through its long experience of creating sponsorship analysis reports.

There is no guarantee of accuracy of estimates. The sponsorship industry is also known to overstate sponsorship fee values. Such reports are frequently based the maximum potential value of a deal and might include the total should all incentive clauses (such as sporting success) be met and no morality clauses invoked. In such cases, rights holders rarely achieve their maximum values.

IMR also states all in-kind deals as an estimated cash value.

Estimated values listed in this report are marked in red whereas reported values are marked in black.

All values throughout this report are given in US dollars.

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EXECUTIVE SUMMARY

GROWTH Brazil’s sponsorship economy has grown at a faster rate than the country’s GDP in the past five years. There are several reasons for this including the rapid growth in the country’s economy, the increasing levels of sophistication in the Brazil’s marketing industry, the commercialisation of sport and the winning bids for the FIFA World Cup in 2014 and Olympics in 2016.

Sports sponsorship rights in Brazil are now worth approximately US$1 billion, however the rate of growth is already starting to show signs of slowing. At the time of going to press, two of the country’s biggest football (soccer) clubs have no primary shirt sponsor and no club deal has matched Corinthians’ $23m contract with Hypermarcas signed in 2010.

Major domestic deals for the World Cup and Olympics have already started to slow following a series of announcements in 2011, which added more than $150m per year to the total rights fee value in Brazil.

Despite this, the underlying trend in the sponsorship market is strong. Total rights fees may peak in the next two years because of the huge global sporting events scheduled, but their impact is likely to include a legacy of greater professionalism in sports marketing and an increase in demand for domestic properties that allow engagement with an ever more affluent population.

FOOTBALL DOMINANT Football remains the dominant taking an estimated 62% of sports sponsorship spend. Several of the country’s top clubs can now command fees that are on a par with some of the European giants of the game. The national governing body, the CBF has also achieved considerable commercial success with sponsorship deals greater than any of its international competitors.

DOMESTIC OLYMPIC DEALS SET TO BREAK RECORDS Domestic sponsorship of the Rio 2016 Games has already overtaken the country’s second sport, volleyball, in terms of rights fees realised. With just four significant deals signed, Rio 2016 is on course to break the $1 billion barrier and many categories, particularly in the lower tier offerings, are yet to be agreed.

MARKET IMMATURE Despite the considerable number of large and high profile rights holders in Brazil, it is still generally accepted that the country’s sponsorship industry is immature. In football, for example, many of the recent major deals have been for just a single year, which severely limits what can be achieved by the brands in question. Similarly, the professionalism and experience of many rights holders is a long way behind that found in the USA and Western Europe.

Given the size of Brazil as a consumer market, its projected economic growth, the passion for sport in the country and the stature of its football clubs, Brazil is, however, on course to join the world’s top five sponsorship markets.

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MARKET OVERVIEW

BRAZIL’S RAPID SPONSORSHIP GROWTH Brazil’s sponsorship market has grown sharply since 2005 with predictions that it will exceed US$1 billion per year by 2014. Indeed it is possible that this will be achieved even earlier if major domestic deals for the Rio 2016 Summer Olympic Games meet targets.

Domestic deals for London 2012 reached approximately $1.5 billion with individual Tier One deals worth up to $140 million. Although only two such deals have so far been struck for Rio 2016, they are in the $300 million bracket suggesting that new Olympic records will be achieved for domestic sponsorship. Should this momentum continue, it could add another $200-$300 million to the total annual spend in the years leading up to the 2016 Games. Currently the total spend (excluding kit supplier deals, which are considered as primarily merchandise, rather than sponsorship) is around the US$1 billion. Analysis of the top 328 deals in this report calculates that they amount to $761 million and it is estimated that the numerous smaller club and federation deals account for a further $200 - $300 million.

Chart 1. Brazilian sponsorship rights expenditure 2005-2016 (US$m)

1400 1200 1000 800 600 400 200 0 2005 2008 2011 2014 2016

Chart 1 demonstrates how the domestic deals for the Rio Games and the 2014 FIFA World Cup have already helped to create a booming sponsorship market and double digit growth is expected to continue until 2014. However Chart 2 (overleaf) shows that the growth rate already appears to have peaked with few major new deals signed since 2011 and the rate is expected to decline further after 2014 when the FIFA World Cup is over and the deals associated with the event have elapsed.

By this point, the majority of Rio 2016 deals will be in place and there is a strong possibility that actual expenditure will decline after 2016. This will, however, be solely as a result of the two largest sporting events on the planet having taken place in the country over a short period and in the process creating a huge, albeit temporary, increase in the domestic sponsorship market.

There is, however, strong evidence to suggest that the underlying health of the sponsorship market in Brazil is robust. Even without the 2014 World Cup and Rio Games, the market is

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likely to have grown significantly. Major deals signed in the past three years in football, volleyball and motorsports have shown significant growth suggesting that sponsorship is becoming an increasingly important marketing tool in the country.

Chart 2. Brazilian sponsorship growth rates 2005-2016

35%

30%

25%

20%

15%

10%

5%

0% 2005 2008 2011 2014 2016

This underlying market growth is being driven by three other key factors: Brazilian economic expansion Despite the 2008 global financial crisis, Brazil’s economy has grown at an average of 3.5% per annum since 2001 and forecasts suggest that such levels are likely to continue.

Chart 3. Brazilian GDP growth 2001-2012

8.00%

7.00%

6.00%

5.00%

4.00%

3.00%

2.00%

1.00%

0.00% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 -1.00%

Source: IMF

As one of the so-called BRIC (Brazil, Russia, India, ) nations, the country is rapidly becoming a global economic powerhouse and now ranks as sixth in the world by GDP.

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The country has large reserves of natural resources and strong industries such as agriculture, automotive manufacturing, steel, petrochemicals, IT, aircraft, and consumer durables. The stronger a country’s economy, the more likely it is that its sponsorship industry will grow and this certainly appears to be the case in Brazil.

Growing marketing sophistication Brazil is also arguably more westernised than its BRIC competitors and is developing a marketing culture akin to that of the USA and Western Europe. With increasing numbers of advertising, marketing and sponsorship agencies setting up joint ventures in the country, the level of expertise is increasing. Such agencies work with major brands to negotiate and activate sponsorship rights and this has led to an uptake in the use of sponsorship by the major corporates.

That said, it is widely acknowledged that brands, and rights holders in particular, have yet to fully understand the potential offered by sponsorship and the commercial culture within the sports industry is still immature.

This is evidenced by the large numbers of short-term deals signed, even for some of the biggest sports properties such as primary sponsorships for leading football clubs. It is generally accepted in mature markets that sponsorship deals require a minimum of three years to really work for the brand. Yet in Brazil it is not uncommon for deals worth more than $10m to last for a single year.

Despite this, there is clearly an appetite for sponsorship that is likely to grow in the next five years and the staging of the FIFA World Cup and Olympic Summer Games will ensure that the level of marketing expertise in the country improves. In the long-term, this should ensure that the sponsorship industry becomes more mature with brands, rights holders and agencies embarking on a steep learning curve.

Revenue growth in football The revenue growth in Brazilian football has been noticeable in recent years. As will be seen, football is by far the most dominant sport in the country, accounting for 62% of the value of sponsorship expenditure. This development had been curtailed in the past three decades by the financial power of European football. Quite simply Brazil’s best players joined clubs in Italy, Spain, England and Germany where wages and transfer fees have been much higher.

Although the big European clubs still offer much higher wages, the differential is narrowing as Brazilian club football develops. A new TV deal worth $630m per year has been signed between the Campeonato Serie A clubs and the nation’s dominant broadcaster Globo.

However, matchday revenues and other commercial income remain relatively low. Corinthians record ticket receipts in 2012 averaged $492,250 per match whereas in Europe, big clubs such as Real Madrid, Barcelona, Arsenal and Manchester United can achieve $5m. This is expected to change as new and refurbished stadia come on stream for the 2014 World Cup, although perhaps at a slower than might be expected. There is resistance to ticket price increases and stadium naming rights among fans and a lack of commercial expertise to develop hospitality and merchandising among clubs.

The saving grace, to an extent, is the willingness of brands to offer personal endorsements to top players. These deals can equal those in Europe and it is believed that this is a prime

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reason for Santos star, Neymar, staying in Brazil rather than moving to one of the European giants.

As Brazilian clubs retain their top players, and even attract back those who had left for Europe such as Ronaldinho (admittedly his best playing days are behind him), the national and international profile of the clubs grows and the value to sponsors increases.

With Brazil’s economy continuing to grow and Europe’s stagnating, there is a possibility that Brazilian club football will further narrow the revenue differential, retain and attract more top players and start to have significant international appeal to TV audiences in Asia and Europe. This in turn would increase international TV revenues and a positive spiral could ensue, which in the long-term could start to challenge European club dominance. In such a scenario, the sponsorship value of the clubs involved would obviously increase further and thus boost the sponsorship industry in the country.

That said, it is unlikely that this will come about until after the 2014 World Cup, which could showcase football in Brazil in a similar manner that for Italy during the 1990 World Cup.

BRAZILIAN SPONSORSHIP BY SPORT With 328 top deals analysed, Table 1 and Charts 4/5 show that football is by far the dominant sport in Brazil. The nation has always had a reputation for its passionate following of the game and the national team has been more successful than any other country having won the World Cup a record five times.

Table 1. Brazilian sponsorship expenditure/deal numbers by sport Sport Value US$(m) Number of deals Football 468.25 62% 156 48% Olympics 130.1 17% 5 2% Volleyball 51.75 7% 46 14% Motorsport 27.8 4% 19 6% Other 27.8 4% 17 5% Basketball 23.8 3% 34 10% Futsal 23.1 3% 34 10% Tennis 8.7 1% 7 2% Total 761.3 328

Olympic deals come second, and with only a few signed at the time of going to press, this category is likely to grow significantly in the next two years.

Volleyball is widely accepted as the nation’s second most popular sport and deals here have run into the multi-million dollar bracket for the national governing body the CBV, although team deals tend to be much lower.

Motorsports is arguably under-estimated in the data with a large number of team deals unlisted. This reflects the fact that many such deals are for in-kind support from within the automotive industry and largely go unreported. In the highly popular stock car series, high profile primary team deals can reach $1 million, although many teams have multiple sponsors each paying lesser fees.

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Chart 4. Brazilian sponsorship market by sport by value

Volleyball Other Tennis 7% 4% 1% Motorsport Futsal 4% 3% Basketball 3%

Olympics 17%

Football 61%

Brazil has a proud history in Formula 1 having produced such champions as Emerson Fittipaldi, Nelson Piquet, Ayrton Senna. More recently , and (nephew of the late Ayrton Senna) have been high profile competitors. The country’s is now an established stop on the F1 calendar with national oil company Petrobras having taken title rights to the event since 2009. Apart from , stock car and truck racing are very popular in Brazil and both have attracted significant sponsorship deals.

Chart 5. Brazilian sponsorship market by sport by number of deals

Tennis Other Volleyball 2% 5% 14%

Motorsport 6%

Futsal 11%

Football Basketball 49% 11% Olympics 2%

Futsal (a variant of football played on a smaller pitch and mainly indoors) is more popular in Brazil than in any other country and, not surprisingly, the national team has been by some distance the most successful in the world. Club futsal attracts a reasonable amount of media coverage and fan interest and, consequently, sponsorship.

Indeed the ‘sporting club’ culture in Brazil has helped less high profile sports to develop commercially in the country. Sports clubs often comprise major football, volleyball, futsal

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and basketball teams and also include facilities for members such as tennis courts and gymnasiums.

This provides pooled resources for the professional sports teams such as training facilities, ticketing operations and also marketing expertise. For this reason many of the major sponsorship deals negotiated for football clubs cover other sports teams within the stable. However, this is not universal and it is not uncommon for male and female volleyball teams, for example, to have different primary sponsors.

BRAZILIAN SPONSORSHIP BY INDUSTRY SECTOR

Sponsorship investment by industry sector shows that the leading industries are financial services, telecommunications and car manufacturers. In terms of industry maturity, this follows patterns in such countries as the USA, Germany and the UK, rather than countries with a less developed sponsorship culture.

Table 2. Brazilian sponsorship expenditure/deal numbers by industry sector Industry Sector Sponsorship Number of spend US$(m) deals

Financial Services 200.7 26% 44 13% Other 140.25 18% 116 35% Telecommunications 96.15 13% 16 5% Automotive 81.25 11% 30 9% Sports Clothing/ Equipment 59.9 8% 25 8% Food 48.4 6% 12 4% Soft drinks 46.8 6% 19 6% Alcohol 29 4% 20 6% Healthcare 23.6 3% 24 7% Oil 20.7 3% 9 3% Education 14.55 2% 13 4% Total 761.3 328

The findings contrast with, for example, other ‘Latin’ countries in Southern Europe, which tend to have high levels of spend for these categories, but where gambling, energy, retail and food feature more prominently.

This should not, however, be taken as a sign that the Brazilian sponsorship market is mature. As previously discussed, many deals are short-term with a consequent in-built difficulty in making them work for either the brand or the rights holder. The reason for the particular sector spend is more down to strong competition within the particular categories. For example, in banking there is strong market competition with six major banking groups investing heavily in sponsorship and three major players in the telecommunications sector.

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Chart 6. Brazilian sponsorship market by industry sector by value

Alcohol Healthcare Education 4% 3% Oil 2% Financial Soft drinks 3% Services 6% 26% Food 6%

Sports Clothing 8%

Automotive Other 11% 18% Telecommun- ications 13%

Brazil does show some differences from other countries in that pharmaceuticals/healthcare and health insurance are all significant investors in sport. Health services in Brazil are operated by both public and private organisations with the majority of hospitals and diagnostic support and therapies being privately run. As a result, competition in the sector is high and there is also a strong demand for private medical insurance.

The education sector is also a significant investor in sponsorship in Brazil with both Universities and language schools taking a significant number of deals, some of which are fairly high profile. Language schools FISK and Wise Up have both signed multi-million dollar deals in football and several universities have close links to sports such as volleyball, basketball and futsal including title rights to teams based on the campuses.

Chart 7. Brazilian sponsorship market by industry sector by number of deals

Oil Financial Healthcare 3% Education Services 7% 4% 13% Alcohol 6% Soft drinks 6%

Food 4% Other Sports 35% Clothing 8% Automotive 9% Telecommun- ications 5%

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ORIGIN OF BRAZILIAN SPONSORSHIP DEALS Analysis of the nationality of ownership of leading sponsors in Brazil shows that investment is in line with, for example, Western European countries which typically have domestic companies accounting for between 50-60% of deals in terms of value and number.

The findings are based on the location of the parent company, i.e. the ultimate owner, of the sponsor. For example, local beer brand Brahma is owned by Belgian multi-national AB InBev, so the brand would count as foreign-owned.

Table 3. Brazilian sponsorship market by international investment by source Sponsor Sponsorship Number of deals Parent HQ spend US$(m)

Brazil 417.55 55% 213 65% USA 108.35 14% 39 12% Japan 50.6 7% 8 2% Mexico 50 7% 2 1% Belgium 33.6 4% 17 5% South Korea 22 3% 2 1% Spain 18.3 2% 6 2% Italy 15.85 2% 15 5% Switzerland 14.8 2% 6 2% Germany 11.85 2% 8 2% UK 10.3 1% 6 2% France 4.9 1% 3 1% Netherlands 3.2 0% 3 1% Total 761.3 328

Chart 8. Brazilian sponsorship market international investment source by value

Spain Switzerland UK France 2% Italy 2% Germany 1% South Korea 2% 2% 1% 3%

Belgium 4% Mexico 7%

Japan Brazil 7% 55%

USA 14%

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International investment in Brazilian sponsorship These results are significant in that they show that international organisations are investing heavily in Brazil despite the market being less liberal than in most western countries. By deal value, the USA not unsurprisingly leads, with Mexico (parent location of Embratel) and Japan (home to Nissan and Toshiba) in equal second position.

Chart 9. Brazil’s sponsorship market international investment source by number of deals UK South Korea Spain Switzerland Germany 2% 1% 2% 2% 2% Belgium Italy France 5% 5% 1% Mexico 1% Japan 2% Brazil 65%

USA 12%

In terms of deal numbers, Belgium, as discussed, home to AB InBev and Italy (TIM, and ) follow the US lead. Domestic investment in Brazilian sponsorship Seven of the top 13 domestic companies by turnover in Brazil are major sponsors of sport in the country.

Table 4. Brazil’s leading companies by turnover and profit Brazil World Company Industry Revenue Profit ranking Rank ($bn) ($bn) 1 4 Petrobras Oil & Gas Operations 138.8 21.26 2 20 Vale Mining 46.54 18.12 3 51 Itaú Unibanco Banking 71.47 8.37 4 64 Ambev Beverage 15.9 4.75 5 80 Banco Bradesco Banking 52.43 6.37 6 101 Banco do Brasil Banking 48.97 7 7 203 OGX Oil & Gas Operations 14.54 5.51 8 235 Itaúsa Conglomerates 66.44 2.33 9 342 CSN Steel & Cement 9.34 1.94 10 398 Gerdau Iron & Steel 23.4 1.49 11 487 Eletrobras Utilities 16.4 1.32 12 547 Usiminas Mining & Steel 7.95 1.02 13 640 Embraer Aerospace & Defence 6.14 1.03 Source: Forbes

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Of those companies that don’t have major rights, there is a strong argument to say that several do not represent ‘natural’ sponsoring categories. Vale (mining), Gerdau (iron/steel) and Embraer (aerospace) are in industry sectors which require business-to-business, rather than consumer-facing, marketing. As such high profile sponsorships are largely irrelevant in a country in which sports marketing is viewed mainly as a means of developing brand exposure. As the sponsorship industry matures and the understanding grows that other business objectives can be met through an association with sport, this might well change.

SPONSORSHIP BY COMPANY Table 5. Brazil’s leading sponsors by total investment Sponsor Industry Rights Number expenditure of deals US$(m)

Embratel Telecommunications 50 2 Bradesco Banking 48.4 3 Nike Sports Clothing 41.6 4 BMG Banking 41.15 10 Seara Food 36.3 3 Banco do Brasil Banking 32.9 3 Itau Banking 32.3 4 Nissan Automotive 30 1 Caixa Banking 25.8 8 Kia Automotive 22 2 Brahma Alcohol 21.6 16 Oi Telecommunications 20.3 2 Vivo Telecommunications 16.9 4 Petrobras Oil 16.3 5 Unimed Health Insurance 15.05 11 Electrobras Energy 14.7 4 Nestle Food 13.5 4 Semp Toshiba Electronics 11.3 1 Automotive 11.05 7 Gatorade Soft drinks 10.8 6 Coca-Cola Soft drinks 10.6 5 Guaravita Soft drinks 8.3 2 Banrisul Banking 8 2 Liberty Seguros Insurance 8 1 Correios Postal Services 7.1 3 MasterCard Credit Card 7 1 TAM Airline 6.5 1 Automotive 5.5 3 FISK Education 5.1 2 Ernst & Young Terco Accountancy 5 1 Gillette Toiletries 4.95 2

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The two biggest investors in Brazilian sponsorship are Embratel and Bradesco following their domestic deals for the 2016 Rio Games. Nike’s long-running sponsorship of the Brazilian national football team is one of the world’s most high profile kit deals, which obviously provides the brand with a high level of direct sales.

Financial services Banking group BMG, although still a major sponsor, has stated that it is cutting its investment in sport in 2012 from its current peak, in the region of $40m, to approximately $25m. The bank has stated that its sponsorship investment had met objectives of increased brand awareness. Research undertaken by Sport+Markt suggested that the brand didn’t feature in the top 120 brands associated with football in 2009, whereas two years later it achieved third place. State-owned Banco do Brasil’s $30 million title sponsorship of the CBV is the country’s second biggest financial services deal after Bradesco’s Olympic deal.

Automotive Nissan’s appearance in the top 10 is, again, the result of a new domestic deal for the Rio Games. Previously the car maker had very small deals in the country worth around $.5 million. Volkswagen on the other hand is the most established vehicle manufacturer in the country and has a series of sponsorships, mostly in football and mostly second tier team deals. Its biggest deal is with with the national governing body, the CBF.

Kia is arguably the highest profile motor sponsor at present with its title rights to football’s Copa Kia do Brasil and a primary shirt deal with leading club Palmeiras.

Peugeot and Chevrolet are official vehicles in Brazilian although Chevrolet also invests in futsal and beach soccer.

Telecommunications The telecommunications sector in Brazil is increasingly competitive with Embratel (owned by Mexico’s América Móvil) the leading sponsorship investor in terms of value. The brand also owns Claro, a mobile and pay-TV operation, which has domestic rights to Rio 2016 as part of the Embratel deal.

Oi (owned by Tele Norte Leste Participacoes) and Telefónica’s Vivo are the next biggest spenders. Interestingly Oi, the country’s biggest provider, has taken international rights to the FIFA 2014 World Cup, which suggests that the brand could be looking at international expansion. Vivo, on the other hand, has agreements with the CBF for the national team and the league championship, as well as primary deals for volleyball and basketball teams.

Italy’s TIM has recently entered the sponsorship fray signing secondary deals with several of the largest football clubs in the country.

FMCG

In the FMCG sector, the biggest spender is Marfrig Group’s Seara brand which has taken global FIFA rights up to 2014 as well as a deal with the CBF. The company had previously been the primary shirt sponsor of leading football club Santos.

Interestingly the two leading domestic food producers, JBS and Brasil Foods (BRF) have very low levels of sponsorship activity. BRF brands Sadia and Batavo had considerable portfolios

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up until 2010/2011. Batavo, for example, was primary shirt sponsor of Flamengo in a deal worth $13m.

Nestlé’s investment in Brazil is considerable with four major deals including the FIFA World Cup 2014 (Nescau brand), the CBF, women’s volleyball (Solly brand) and title sponsorship of the São Paulo Indy 300 race.

Soft drinks have a considerable presence in Brazilian sponsorship with Coca-Cola and Gatorade having their usual high profile through deals with several leading football clubs and governing bodies. Domestic brands such as Guaravita (Botafogo/$8m) and Guarana (CBF/$12m) are also major spenders.

State owned companies Brazil’s largest companies include a significant number of state run entities including Petrobras (oil), Banco do Brasil (banking), Correios (postal services),Electrobras (energy) and Caixa (banking).

There is clearly a mandate from Government giving these companies the green light to invest in sponsorship. On the whole the properties chosen do appear relevant to the business development objectives of the companies in question. Petrobras, for example, spends a significant portion of its sponsorship budget in motorsport, and Electrobras has a primary sponsorship deal with football club Vasco da Gama, whereas Correios and Banco do Brasil are both major sponsors of futsal. None of these deals could be seen as politically motivated to aid sports competing with a high profile at international level.

There is, however, investment in ‘Olympic’ sports, such as athletics and marathon, from banking group, Caixa in particular. Naturally Brazil’s Government wants to see development of popular Olympic sports as part of the national pride in staging the Rio 2016 Games. There is no suggestion that these deals were signed at the behest of the Government.

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Table 6. Brazil’s top 30 sponsorship deals by value Value P.A Company Industry Sector Rights Holder Sport (US$m) Bradesco Financial Services Rio 2016 Olympics 45 Embratel and Claro. Telecommunications Rio 2016 Olympics 45 Nike Sports Clothing CBF Football 35 Nissan Automotive Rio 2016 Olympics 30 Banco do Brasil Financial Services CBV Volleyball 30 Seara Food FIFA Football 26 Oi Telecommunications FIFA Football 20 Itau Financial Services FIFA Football 15 Itaú Financial Services CBF Football 14 BMG Financial Services Santos Football 13.8 Vivo Telecommunications CBF Football 12.2 Guarana Soft drinks CBF Football 12 Kia Automotive Palmeiras Football 12 Semp Toshiba IT Sao Paulo Football 11.3 Kia Automotive CBF Football 10 BMG Financial Services Atletico Mineiro Football 9 Unimed Healthcare Fluminense Football 9 Eletrobras Energy Vasco da Gama Football 8.5 Guara Viton Soft drinks Botafogo Football 8 Liberty Seguros Financial Services FIFA Football 8 Globo Media CBF Football 7.8 Seara Food CBF Football 7.8 Caixa Financial Services CBAT Athletics 7.3 Petrobras Oil CBF Football 7.3 MasterCard Financial Services CBF Football 7 Nescau FMCG FIFA Football 7 TAM Airline CBF Football 6.5 Volkswagen Automotive CBF Football 6 Caixa Financial Services CPB Olympics 5.1

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FOOTBALL SPONSORSHIP IN BRAZIL

Football, as discussed, dominates Brazilian sport in every respect; from TV viewing figures, match day attendance, media coverage and commercial revenue, which of course, includes sponsorship income.

As discussed, the $431 million earned by the top clubs (excluding kit deals) accounts for more than 60% of total sports sponsorship spend in Brazil. Without the Rio 2016 Olympics, the proportion would be even higher.

Table 7. Brazilian football sponsorship spend/deal numbers by industry sector Sponsorship Industry sector spend US$(m) Number of deals Financial Services 97.85 23% 16 11% Other 60 14% 45 30% Telecommunications 45.35 11% 9 6% Food 41.3 10% 6 4% Soft Drinks 41.1 10% 14 9% Automotive 34.7 8% 13 9% Alcohol 26.6 6% 17 11% Healthcare 17.5 4% 11 7% Retail 13.65 3% 6 4% Oil 12 3% 4 3% Education 11.5 3% 6 4% IT 11.3 3% 1 1% Media 9.8 2% 2 1% Energy 9 2% 2 1% Total 431.65 152

Financial services companies are the leading investors in football with notable deals being Itau’s backing of the CBF (the national football federation) and taking domestic rights to the 2014 World Cup. BMG has three big deals with Santos, Atletico Mineiro and Flamengo (secondary deal). MasterCard has also recently signed a major deal with the CBF.

At the time of going to print, two of the country’s biggest football clubs, Corinthians and Flamengo, had no primary shirt sponsor. Corinthians’ previous $23m per year deal with Hypermarcas brand Neo Química, made headlines when signed in 2010 as it propelled the club into the global top six of club deals. Corinthians is understood to have had negotiations with FIAT subsidiary, Iveco over a new $33m annual deal. Iveco had sponsored the team during the latter stages of its Copa Libertadores (South American club championship) campaign.

Flamengo has been courting food giant BFG for single match deals and was understood to have had negotiations with Black & Decker. The short-term nature of these major sponsorship deals is evidence of the lack of market maturity in Brazil given the high profile of the clubs involved.

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Chart 10. Brazilian football sponsorship spend by industry sector

IT Media Energy Retail 3% 2% 2% Financial Oil 3% Education Services 3% 3% 23% Healthcare 4% Alcohol 6% Other 14% Automotive 8%

Soft Drinks 9% Telecommun- Food ications 10% 10%

The profile of deals in terms of both numbers and values is, not surprisingly given football’s dominance, a reflection of sponsorship overall in Brazil. Given the large number of deals between Brahma and the leading clubs, alcohol features slightly more highly for football than it does for sport overall and spend by the food industry shows strongly mainly because of Seara’s 2014 World Cup deal.

Chart 11. Brazilian football sponsorship deal numbers by industry sector

Education Media Energy Financial 4% Oil IT 1% 1% Services Retail 3% 1% 10% 4% Healthcare 7% Other 30% Alcohol 11%

Automotive 9% Soft Drinks Food Telecommun- 9% 4% ications 6%

One of the interesting factors in Brazilian football sponsorship is the high value in secondary deals. Proportionally, these are greater than achieved by many of the top European clubs where it is rare for such deals to be worth more than $4m and generally they equate to around 10-20% of the value of the primary shirt deal.

In Brazil there are numerous instances of secondary deals worth $2m or more and this is largely down to the fact that Brazilian clubs are permitted to display logos on shirt sleeves and backs, meaning that secondary sponsors receive far greater exposure than in Europe.

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Brazil September 1, 2012

Table 8. Brazil football - CBF sponsorship deals by value and duration Rights Value Company Industry Sector Holder Property Status Start End P.A Nike Sports Clothing CBF National team First Tier Sponsor 2018 $35m Second Tier Vivo Telecommunications CBF National team Sponsor $12.2m Second Tier Guarana Soft drinks CBF National team Sponsor $12m Second Tier Itaú Financial Services CBF National team Sponsor 2008 2014 $14m MasterCard Financial Services CBF National team Sponsor 2012 2020 $7m Gillette Toileteries CBF National team Third Tier Sponsor $4.15m EXTRA Retail CBF National team Third Tier Sponsor $4.35m Nestle Food CBF National team Third Tier Sponsor 2010 $4m TAM Airline CBF National team Third Tier Sponsor 2009 2014 $6.5m Volkswagen Automotive CBF National team Third Tier Sponsor 2009 2014 $6m Globo Media CBF National team Third Tier Sponsor $7.8m Seara Food CBF National team Third Tier Sponsor 2010 2026 $7.8m DCSET Marketing Marketing CBF National team Third Tier Sponsor $.2m Klefer Produções Marketing CBF National team Fourth Tier Sponsor $0.3m Tenys.pe Toileteries CBF National team Fourth Tier Sponsor $0.5m Parmigiani Time keeping CBF National team Fourth Tier Sponsor $1m Petrobras Oil CBF Brasileiro Serie A Title Sponsor $7.3m Banco Itau Financial Services CBF Brasileiro Serie A Sponsor 2009 $2.5m Vivo Telecommunications CBF Brasileiro Serie A Sponsor $2.2m Volkswagen Automotive CBF Brasileiro Serie A Sponsor 2009 $2.2m

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Brazil September 1, 2012

Table 8a. Brazil football – CBF sponsorship deals by value and duration Rights Value Company Industry Sector Holder Property Status Start End P.A Kia Automotive CBF Copa Kia do Brasil Title Sponsor 2012 $10m Petrobras Oil CBF Copa Kia do Brasil Sponsor $2.5m Caninha 51 Alcohol CBF Copa Kia do Brasil Sponsor $5m Coca-Cola Soft drinks CBF Copa Kia do Brasil Sponsor $5m Embratel Telecommunications CBF Copa Kia do Brasil Sponsor $5m Gatorade Soft drinks CBF Copa Kia do Brasil Sponsor $5m Vipal Rubber/Plastics CBF Copa Kia do Brasil Sponsor $5m Visa Financial Services CBF Copa Kia do Brasil Sponsor $5m Brahma Alcohol CBF Copa Kia do Brasil Sponsor $5m Centauro Retail CBF Copa Kia do Brasil Sponsor 2012 $5m Nikon Consumer Electronics CBF Copa Kia do Brasil Sponsor 2012 $4m SIL Manufacturing CBF Copa Kia do Brasil Sponsor 2012 $3m

Table 9. Brazil football – FIFA 2014 sponsorship deals by value and duration Rights Value Company Industry Sector Holder Property Status Start End P.A Seara Food FIFA 2014 World Cup Global 2nd Tier Sponsor 2010 2014 $26m Oi Telecommunications FIFA 2014 World Cup Global 2nd Tier Sponsor 2010 2014 $20m Itau Financial Services FIFA 2014 World Cup National Supporter 2008 2014 $15m Liberty Seguros Financial Services FIFA 2014 World Cup National Supporter 2011 2014 $8m Nescau FMCG FIFA 2014 World Cup National Supporter 2011 2014 $7m Wise Up Education FIFA 2014 World Cup National Supporter 2012 2014 $5m Editora Abril Media FIFA 2014 World Cup National Supporter 2011 2014 $2m

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Brazil September 1, 2012

Table 10. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Atlético Votorantim Construction materials Atlético Goianiense Goianiense Primary Sponsor $1.5m Atlético Autotrac Telecommunications Atlético Goianiense Goianiense Sponsor $.5m Atlético Colatex Home decorating Atlético Goianiense Goianiense Sponsor $.3m Atlético Hospfar Healthcare Atlético Goianiense Goianiense Sponsor $.6m Atlético LifeFitness Gym equipment Atlético Goianiense Goianiense Sponsor $.2m Atlético Mednutrition Health food Atlético Goianiense Goianiense Sponsor $.4m Atlético Volkswagen Automotive Atlético Goianiense Goianiense Sponsor $.4m BMG Financial Services Atletico Mineiro Atletico Mineiro Primary Sponsor 2012 $9m Brahma Alcohol Atletico Mineiro Atletico Mineiro Secondary Sponsor $.9m MRV Engenharia Property Atletico Mineiro Atletico Mineiro Secondary Sponsor $.3m Pepsi Soft drinks Atletico Mineiro Atletico Mineiro Secondary Sponsor $.5m Faculdade Promove Education Atletico Mineiro Atletico Mineiro Third Tier Sponsor $.3m Santa Casa Saude Healthcare Atletico Mineiro Atletico Mineiro Third Tier Sponsor $.35m Volkswagen Automotive Atletico Mineiro Atletico Mineiro Third Tier Sponsor $.4m

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Brazil September 1, 2012

Table 10a. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A OAS Property Bahia Primary Sponsor $3m allpe Healthcare Bahia Bahia Sponsor $.3m Brahma Alcohol Bahia Bahia Sponsor $.7m Diagnoson Healthcare Bahia Bahia Sponsor $.3m Netshoes Retail Bahia Bahia Sponsor $.3m Ortoboom Furniture Bahia Bahia Sponsor $.35m TIM Telecommunications Bahia Bahia Sponsor $.4m UNIFACS Eduction Bahia Bahia Sponsor $.3m Volkswagen Automotive Bahia Bahia Sponsor $.3m Guara Viton Soft drinks Botafogo Botafogo Primary Sponsor 2012 2012 $8m Brahma Alcohol Botafogo Botafogo Secondary Sponsor 2011 $1.1m Havoline Oil Botafogo Botafogo Sponsor 2012 $.7m Herbalife Food Botafogo Botafogo Sponsor 2012 $.7m Technogym Botafogo Botafogo Sponsor 2012 $.25m TIM Telecommunications Corinthians Corinthians Secondary Sponsor 2010 2011 $3m FISK Education Corinthians Corinthians Secondary Sponsor 2011 $4.6m Brahma Alcohol Corinthians Corinthians Secondary Sponsor 2012 $3m Coca-Cola Soft drinks Corinthians Corinthians Secondary Sponsor 2012 $3m

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Brazil September 1, 2012

Table 10b. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A BMG Financial Services Coritiba Coritiba Primary Sponsor $3m Coca-Cola Soft drinks Coritiba Coritiba Sponsor $.4m Guerra Food Coritiba Coritiba Sponsor $.4m IRA Automotive Coritiba Coritiba Sponsor $.4m JMalucelli Group Construction Coritiba Coritiba Sponsor $.4m Nossa Saude Healthcare Coritiba Coritiba Sponsor $.4m Alpi Medic Healthcare Cruzeiro Cruzeiro Sponsor $.7m Brahma Alcohol Cruzeiro Cruzeiro Sponsor $.8m Gatorade Soft drinks Cruzeiro Cruzeiro Sponsor $.8m Guara Mix Soft drinks Cruzeiro Cruzeiro Sponsor $1.2m Volkswagen Automotive Cruzeiro Cruzeiro Sponsor $.75m Taschibra Lighting Figueirense Figueirense Primary Sponsor $1m Brahma Alcohol Figueirense Figueirense Secondary Sponsor $.4m Gatorade Soft drinks Figueirense Figueirense Secondary Sponsor $.5m Electrobras Energy Figueirense Figueirense Sponsor $.5m JA Property Figueirense Figueirense Sponsor $.25m Lideranca Office services Figueirense Figueirense Sponsor $.3m MG Domestic appliances Figueirense Figueirense Sponsor $.25m Caixa Financial Services Figueirense Figueirense Sponsor $.5m Unimed Healthcare Figueirense Figueirense Sponsor $.35m

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Table 10c. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A BMG Financial Services Flamengo Flamengo Sponsor 2010 2012 $5m TIM Telecommunications Flamengo Flamengo Sponsor 2011 2013 $1.2m BFG Restaurants Flamengo Flamengo Sponsor $1.5m Trifuno Engineering Flamengo Flamengo Sponsor 2012 2012 $1.5m Mobil Oil Flamengo Flamengo Sponsor 2012 $1.5m Bioleve Soft drinks Flamengo Flamengo Sponsor $1m Brahma Alcohol Flamengo Flamengo Sponsor $2m Gatorade Soft drinks Flamengo Flamengo Sponsor $1.5m New Millen Health Products Flamengo Flamengo Sponsor $.8m Technogym Sports Equipment Flamengo Flamengo Sponsor $.35m Volkswagen Automotive Flamengo Flamengo Sponsor $1m Mtraffic Marketing Flamengo Flamengo Sponsor $.4m Unimed Healthcare Fluminense Fluminense Primary Sponsor 2011 2012 $9m Brahma Alcohol Fluminense Fluminense Sponsor 2012 $1m Banrisul Financial Services Grêmio Grêmio Primary Sponsor 2011 $4m Tramontina Home appliances Grêmio Grêmio Secondary Sponsor 2011 $2m Unimed Healthcare Grêmio Grêmio Secondary Sponsor 2011 $2m Informidia Marketing Grêmio Grêmio Secondary Sponsor 2012 $.1m W3haus Marketing agency Grêmio Grêmio Secondary Sponsor 2011 $.1m

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Table 10d. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Banrisul Financial Services Internacional Internacional Primary Sponsor 2012 $4m Tramontina Home appliances Internacional Internacional Secondary Sponsor 2010 $2m Unimed Healthcare Internacional Internacional Secondary Sponsor 2010 $2m Big Ben Retail Nautico Nautico Sponsor $.3m Brahma Alcohol Nautico Nautico Sponsor $.4m Iquine Home decoration Nautico Nautico Sponsor $.6m Shineray Automotive Nautico Nautico Sponsor $.6m Kia Automotive Palmeiras Palmeiras Primary Sponsor 2012 2014 $12m BMG Financial Services Palmeiras Palmeiras Secondary Sponsor 2011 2012 $4.75m Brahma Alcohol Palmeiras Palmeiras Sponsor 2012 $1.8m Coca-Cola Soft drinks Palmeiras Palmeiras Secondary Sponsor 2011 $1.8m Holiday Inn Hotel/Leisure Palmeiras Palmeiras Secondary Sponsor 2011 $.8m Brahma Alcohol Ponte Preta Ponte Preta Sponsor 2012 $.4m Hitachi Power Tools Ponte Preta Ponte Preta Sponsor $.3m LifeFitness Gym equipment Ponte Preta Ponte Preta Sponsor $.2m Mack Color Printing Ponte Preta Ponte Preta Sponsor $.2m Monroe Automotive Ponte Preta Ponte Preta Sponsor $.3m

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Table 10e. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Irwin Tools Portuguesa Portuguesa Primary Sponsor $3.5m Banif Financial Services Portuguesa Portuguesa Sponsor $.3m Brahma Alcohol Portuguesa Portuguesa Sponsor $.3m Leograf Printing Portuguesa Portuguesa Sponsor $.2m Lupo S / A Sports Clothing Portuguesa Portuguesa Sponsor $1m Minds Education Portuguesa Portuguesa Sponsor $.2m MisterCar Car Rental Portuguesa Portuguesa Sponsor $.25m Steck Electrical products Portuguesa Portuguesa Sponsor $.25m BMG Financial Services Santos Santos Primary Sponsor 2012 2012 $13.8m CSU Credit card processing Santos Santos Secondary Sponsor 2010 $1m Seara Food Santos Santos Secondary Sponsor 2012 $2.5m Netshoes Retail Santos Santos Secondary Sponsor 2010 $2.7m Marabraz Retail Santos Santos Secondary Sponsor 2012 2012 $1m

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Brazil September 1, 2012

Table 10f. Brazil football – club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Semp Toshiba IT Sao Paulo Sao Paulo Primary Sponsor 2012 2014 $11.3m Habib’s Restaurants Sao Paulo Sao Paulo Sponsor 2011 $1.2m Ache Healthcare Sao Paulo Sao Paulo Sponsor $1.5m Bradesco Financial Services Sao Paulo Sao Paulo Sponsor $2m Brahma Alcohol Sao Paulo Sao Paulo Sponsor $1.9m Wizard Education Sao Paulo Sao Paulo Sponsor $1.1m Sport Club do Sport Club do Brahma Alcohol Recife Recife Sponsor $.4m Sport Club do Sport Club do Coca-Cola Soft drinks Recife Recife Sponsor $.4m Sport Club do Sport Club do Iquine Home decoration Recife Recife Sponsor $.3m Sport Club do Sport Club do MRV Engenharia Property Recife Recife Sponsor $.3m Sport Club do Sport Club do Shineray Automotive Recife Recife Sponsor $.35m Eletrobras Energy Vasco da Gama Vasco da Gama Primary Sponsor 2010 $8.5m BFG Restaurants Vasco da Gama Vasco da Gama Sponsor 2012 $1.9m Brahma Alcohol Vasco da Gama Vasco da Gama Secondary Sponsor 2011 $1.5m Leduca Property Vasco da Gama Vasco da Gama Sponsor 2012 $.6m TIM Telecommunications Vasco da Gama Vasco da Gama Sponsor 2012 $.85m

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Brazil September 1, 2012

OLYMPICS SPONSORSHIP IN BRAZIL

With the Rio 2016 Games four years away there is ample time for the local organising committee to sign more domestic sponsorship deals and receive record receipts for national sponsorships.

To date banking, telecommunications and automotive sectors, three of the biggest categories, have been taken by Bradesco, Embratel and Nissan respectively. The total rights fees from these three companies is expected to reach around $900 million, which suggests that Rio 2016 is well on course to beat the approximate $1.5 billion achieved by London 2012.

However, analysis of the other major sectors suggests that achieving further deals in the $300 million range might prove to be more difficult.

Basically, Tier One deals for domestic sponsorship tend to come from the following sectors:

 Airline  Automotive  Banking  Energy  Food  Oil & Gas  Sports clothing  Telecommunications

These sectors do not compete on with the International Olympic Committee’s (IOC) TOP sponsors.

With three of the sectors already taken, the question is whether ‘mega-deals’ can be achieved for the other four. One of these sectors is already taken with Nike having signed a Tier Three deal with the Brazilian Olympic Committee (COB) reportedly worth between $25-$40 million. This falls well short of the $127 million deal that London 2012 achieved with . The reason is partly down to the fact that Nike will not have exclusive rights for all sports at the Games. Local brand , which is believed to have offered the organisers a Tier One deal, will have rights for the volleyball team. Nike’s deal does not include volunteer apparel rights (which the company didn’t want) and it is yet to be decided if Nike branding will be visible during the opening and closing ceremonies.

Another sector that is likely to struggle is airlines. Brazil’s two big players, TAM and Gol, are thought to have insufficient marketing budgets to commit to $25 million plus, per year up to 2016 (and beyond where legacy rights are included). Neither company could be described a major international carrier in the sense that British Airways or Aeroflot are for London 2012 and Sochi 2014 respectively. It is also unlikely that a foreign carrier would spend this level to gain domestic rights. $25 million is equivalent to the total national sponsorship spend of most of the major US carriers and they tend to invest only domestically.

The only candidates, therefore, would be Middle Eastern carriers such as Emirates and Etihad. It is doubtful whether either would consider the importance of Brazil to their route network sufficient to invest such sums. That said, the two carriers are currently the highest

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Brazil September 1, 2012 global investors in sponsorship and both are keen to develop their bases; Dubai and Abu Dhabi, respectively as global hubs. Given Brazil’s growing economic status, it is possible that the option will be attractive but it remains an outside chance and the more likely outcome is that the airline category will become a Tier Two or Three offering.

In the oil and energy sectors, the country’s biggest players are, respectively, Petrobras and Electrobras, both state-run businesses. It remains to be seen whether there will be political pressure, from the Government to sponsor, or the media/electorate, not to spend what could be seen as public money on the Games. Both are significant investors in sponsorship in Brazil, but there are questions as to whether market competition in the sectors is great enough to require such huge outlays.

The food sector could be more fertile ground for Rio 2016 with Brazil’s big three companies, JBS, BRF and Marfrig all very significant in terms of spending power. Marfrig has already committed a significant amount on its FIFA World Cup rights and BRF, having experience as a significant sponsor but currently without any major rights, could be the most obvious candidate among domestic companies.

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Table 11. Brazil Olympic sponsorship deals by value and duration Rights Value Company Industry Sector Holder Property Status Start End P.A Tier One Bradesco Financial Services Rio 2016 Rio 2016 Games Partner 2010 2016 $45m Tier One Embratel / Claro Telecommunications Rio 2016 Rio 2016 Games Partner 2011 2016 $45m Tier One Nissan Automotive Rio 2016 Rio 2016 Games Partner 2012 2016 $30m+ Ernst & Young Tier Two Terco Financial Services Rio 2016 Rio 2016 Games Partner $5m Rio Rio 2016 Games / Tier Three Nike Sports clothing 2016/COB Olympic team partner 2012 2016 $10m Primary Caixa Financial Services CPB Paralympics Sponsor $5.1m

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Brazil September 1, 2012

VOLLEYBALL

Volleyball is the second biggest sport in Brazil after football, but that number two position is a long way behind in terms of interest levels and commercial revenue.

That said, Brazil is by far the most successful international competitor in the sport in both men’s and women’s disciplines and in no other country is the sport more popular.

As such the national federation, the CBV has attracted large sponsorship deals with Banco do Brasil paying an estimated $30m per year for primary rights, which include perimeter branding at all league matches.

Typical primary sponsorship deals for clubs run in the $1-2 million region with several also offering title rights to the team as part of the deal. This obviously raises the value of the rights but can cause frequent name changes as deals end and new sponsorships start and is far from ideal for the long-term development of the sport.

Other teams are part of sporting clubs that might include basketball and futsal as spectator sports as well as leisure facilities to members. As such, the sponsorship deals are often tied in with overall club deals although this is not universally the case.

Women’s volleyball in Brazil is very popular and women’s teams can command rights fees equivalent to their male counterparts. On the whole those sponsors that back women only teams have clearly targeted a female audience with healthcare and food brands such as Banana Boat, Blausiegel, Sollys and Unilver, being the biggest investors.

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Brazil September 1, 2012

Table 12. Brazil volleyball CBV sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Banco do Brasil Financial Services CBV Federation/League Primary sponsor 2012 $30m Agua Schin Soft drinks CBV Federation/League Sponsor $2m Gatorade Soft drinks CBV Federation/League Sponsor $2m Gol Airline CBV Federation/League Sponsor $2m Clothing CBV Federation/League Sponsor $2m Olympikus Sports Clothing CBV Federation/League Sponsor $2m Blausiegel Healthcare CBV Copa Brasil de Volei Sponsor $1.5m Brasil Telecom Telecommunications CBV Copa Brasil de Volei Sponsor $1.5m Finasa Financial Services CBV Copa Brasil de Volei Sponsor $1.5m Olympikus Sports Clothing CBV Copa Brasil de Volei Sponsor $1.5m Subway Food CBV Copa Brasil de Volei Sponsor $1.5m

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Brazil September 1, 2012

Table 13. Brazil volleyball - club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A BMG Financial Services BMG/Montes Claros Men's team Primary Sponsor $1.5m Blausiegel Healthcare Are Caetano Women's team Sponsor $1.1m Banana boat Skincare Banana Boat/Praia Clube Women's team Sponsor $1.5m Men's / Women's BMG Financial Services BMG/São Bernardo team Sponsor $1.5m Cimed Pharmaceuticals Cimed Sky Men's team Sponsor $1.6m Sercomtel Telecommunications Londrina Sercomtel Men's team Sponsor $1.3m BMG Financial Services Mackenzie CIA Suit Women's team Sponsor $1m Medley Pharmaceuticals Medley Campinas Men's team Sponsor $1.1m Vivo Telecommunications Minas Tenis Club Men's team Primary Sponsor $1m Belo Dente Healthcare Minas Tenis Club Men's team Sponsor $.2m BH Shopping Retail Minas Tenis Club Men's team Sponsor $.2m Fiat Automotive Minas Tenis Club Men's team Sponsor $.5m Sitran MG Traffic Management Minas Tenis Club Men's team Sponsor $.2m Unimed Healthcare Minas Tenis Club Men's team Sponsor $.2m Usiminas Steel Minas Tenis Club Men's team Sponsor $.4m V&M Engineering Minas Tenis Club Men's team Sponsor $.3m EBX Energy RJX Men's team Sponsor $.8m Governo do RdJ Government RJX Men's team Sponsor $.2m

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Brazil September 1, 2012

Table 13a. Brazil volleyball - club sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Primary Sada Logistics Sada Cruzeiro Volei Men's team Sponsor $1.25m Fiesp Business federation Sesi-SP Men's / Women's team Sponsor $.7m Sesi Government Sesi-SP Men's / Women's team Sponsor $.9m Sollys Food Sollys/Nestlé Osasco Women's team Sponsor $2m Unilever Food Unilever RJ Women's team Sponsor $1.8m Primary Usiminas Steel Usiminas/Minas Women's team Sponsor $1.2m Alameda Retail Vôlei Futuro Men's / Women's team Sponsor $.2m Fonteacquavita Soft drinks Vôlei Futuro Men's / Women's team Sponsor $.4m Irizar Automotive Vôlei Futuro Men's / Women's team Sponsor $.2m Medilar Healthcare Vôlei Futuro Men's / Women's team Sponsor $.3m Pirelli Automotive Vôlei Futuro Men's / Women's team Sponsor $.2m Reunidas Transport Vôlei Futuro Men's / Women's team Sponsor $.25m Uniseb Education Vôlei Futuro Men's / Women's team Sponsor $.15m Gol Airline Volta Redonda Men's team Sponsor $.4m Konnen Education Volta Redonda Men's team Sponsor $.2m Transporte Excelsior Logistics Volta Redonda Men's team Sponsor $.25m Vigafore Security Volta Redonda Men's team Sponsor $.25m

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Brazil September 1, 2012

MOTORSPORTS

Motorsports, as discussed in the Market Overview, is very popular in Brazil and the country has contributed more Formula One drivers than any other outside Europe.

Given the fact that such drivers as Emerson Fittipaldi, Nelson Piquet, Ayrton Senna, Rubens Barrichello and Felipe Massa have had a high profile over several decades, the sport has achieved consistent popularity in Brazil.

This has ensured that the Brazilian Grand Prix is one of the highlights of the F1 calendar having regularly achieved big crowds with passionate support.

Title sponsorship for the event has been taken by several companies over the past decade with Marlboro and Petrobras (the current sponsor) being the biggest investors. Petrobras is also title sponsor of the Copa Petrobras de Marcas (Builders Cup), an event in which factory cars compete, as well as a major sponsor in truck racing. Aside from this, the company has several smaller deals with racing teams and predominantly offers in-kind support.

The most popular domestic sport is stock car racing, which is basically Brazil’s equivalent to NASCAR. State owned bank, Caixa has the title sponsorship rights with Chevrolet and taking rights as official racing cars.

The São Paulo Indy 300 is an event in the IRL IndyCar Series. Launched in 2010, the race is first championship event for the series outside of North America and Japan and as such attracts interest in both the USA and Brazil. The IRL subsidies transport for the teams in an attempt to internationalise interest. Brazilian beer brand, Itaipava and Nestlé are the two major sponsors.

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Brazil September 1, 2012

Table 14. Brazil motorsports sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Caixa Financial Services Vicar SA Sports Promotions Stock Car Brasil Title Sponsor $5m Chevrolet Automotive Vicar SA Sports Promotions Stock Car Brasil Series sponsor $3m Bahia Government Vicar SA Sports Promotions Stock Car Brasil 3rd Tier Sponsor $.3m Bosch Automotive Vicar SA Sports Promotions Stock Car Brasil Sponsor $.8m Goodyear Automotive Vicar SA Sports Promotions Stock Car Brasil Sponsor $1.5m Peugeot Automotive Vicar SA Sports Promotions Stock Car Brasil Series sponsor $3m Consumer Pioneer elctronics Vicar SA Sports Promotions Stock Car Brasil Sponsor $.8m Shell Oil Vicar SA Sports Promotions Stock Car Brasil Sponsor 2012 $1.2m Itaipava Alcohol Vicar SA Sports Promotions Stock Car Brasil 3rd Tier Sponsor $.6m Mobil Oil Vicar SA Sports Promotions Stock Car Brasil Sponsor $1m Brazilian Grand Petrobras Oil FOM Prix Title Sponsor 2011 $4m Petrobras Oil Builders Cup Petrobras Cup Title Sponsor $1.5m Petrobras Oil King Truck Show & Events Fórmula Truck Major sponsor $1m Bridgestone Automotive King Truck Show & Events Fórmula Truck 1st Tier Sponsor $1m Crystal Alcohol King Truck Show & Events Fórmula Truck 1st Tier Sponsor $.8m Fras.le Automotive King Truck Show & Events Fórmula Truck 2nd Tier Sponsor $.4m Frum Automotive King Truck Show & Events Fórmula Truck 2nd Tier Sponsor $.4m São Paulo Indy Itaipava Alcohol IRL 300 Title Sponsor $1m São Paulo Indy Nestlé Food IRL 300 Title Sponsor $.5m

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Brazil September 1, 2012

BASKETBALL, FUTSAL, TENNIS AND MISCELLANEOUS

Basketball and futsal (indoor football on a smaller pitch with reduced player numbers) are popular sports in Brazil.

The national federations for each have achieved primary sponsorship deals worth more than $3m per year with energy company, Electrobras taking rights to the basketball governing body, CBB for just under $5m and state post service, Correios taking CBFS rights in futsal for $3.9m.

Club sponsorship deals are generally in the region of $.5m to $.8m for primary and title rights with secondary deals in the $100 - $400,000 bracket.

As discussed earlier, many teams in the sports are part of larger clubs, which own the indoor arenas and often offer membership. Similarly, several clubs are University based and have access to training and facilities on campus.

The profile of most sponsors in the two sports is relatively strong with big name domestic companies dominant. The industry sectors from which the sponsors are drawn is also positive in terms of engagement with fans and the community. There are, for example, no alcohol deals and financial services and telecommunications are both major backers in line with mature sponsorship markets.

In tennis, which is also a popular sport in the country, the governing body, the CBT has a major deal with Correios for the Brazil open, part of the ATP World Tour 250 series. Other significant deals include sports brands Head and Asics as well domestic bank Banco do Brasil and insurer Mapfre. Peageot is the automotive sponsor.

The Brazilian athletics federation has a sizeable deal with banking group Caixa worth $7.3m per year as well as a clothing deal with Nike. Caixa is also the major investor in distance running with its sponsorships of the São Silvestre International Race and Rio de Janiero Marathon. The company is also the primary sponsor of gymnastics paying the CBG $2.1m per year for rights.

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Brazil September 1, 2012

Table 15. Brazil basketball sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Brazil Primary Electrobras Energy CBB Basketball Sponsor $4.9m Brazil Nike Sports Clothing CBB Basketball Sponsor 2010 2015 $1.6m Brazil Bradesco Financial Services CBB Basketball Sponsor $1.4m Brazil Gatorade Soft drinks CBB Basketball Supplier $1m Brazil Travel Ace Financial Services CBB Basketball Sponsor $.7m Caixa Financial Services LNB NBB Sponsor $.8m Electrobras Energy LNB NBB Sponsor $.8m Netshoes Retail LNB NBB Sponsor $.8m Penalty Sports Clothing LNB NBB Sponsor $1m Lupo S / A Sports Clothing Araraquara NBB league Sponsor $.5m Unimed Healthcare Araraquara NBB league Sponsor $.2m Primary Paschoalotto Financial Services Bauru NBB league Sponsor $.4m Unimed Healthcare Bauru NBB league Sponsor $.2m Banco de Brasilia Financial Services Brasília NBB league Sponsor $.7m Primary Uniceub Education Brasília NBB league Sponsor $.4m Bancorbras Financial Services Brasília NBB league Sponsor $.4m

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Brazil September 1, 2012

Table 15a. Brazil basketball sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Sky Media Cearense NBB league Sponsor $.2m BMG Financial Services Flamengo NBB league Sponsor $.5m Olympikus Sports Clothing Flamengo NBB league Kit Sponsor $.7m Vivo Telecommunications Franca NBB league Sponsor $1.5m Cia do Terno Retail Joinville NBB league Sponsor $.1m Romaco Engineering Joinville NBB league Sponsor $.15m Kabum Retail Limeira NBB league Sponsor $.2m Winner Honda Automotive Limeira NBB league Sponsor $.15m Primary Icatu Financial Services Minas Tenis Club NBB league Sponsor $.75m Primary SaniFill Healthcare Mogi das Cruzes NBB league Sponsor $.5m Unimed Healthcare Paulistano NBB league Sponsor $.15m Sports Clothing Pinheiros NBB league Sponsor $.4m Primary Sky Media Pinheiros/Sky NBB league Sponsor $.5m Unimed Healthcare São José NBB league Sponsor $.45m Primary Case Automotive Sorocabana NBB league Sponsor $1m Unitri Education Uberlândia Unitri NBB league Sponsor $.15m BMG Financial Services Vila Velha NBB league Sponsor $.3m Garoto Confectionery Vila Velha NBB league Sponsor $.3m

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Brazil September 1, 2012

Table 16. Brazil futsal sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Correios Logistics CBFS Federation Sponsor $3.9m Banco do Brasil Financial Services CBFS Federation Sponsor $1.7m Chevrolet Automotive CBFS Federation Sponsor 2011 $1.7m ALM Engineering Construction Assoeva Team Sponsor $.1m UNISC Education Assoeva Team Sponsor $1.5m Primary APTI Food Atlantico Team Sponsor $1m Primary Tramontina Home appliances Carlos Barbosa Team Sponsor $.4m Carrier Plimor Logistics Carlos Barbosa Team Sponsor $.15m DCS Marketing Carlos Barbosa Team Sponsor $.1m Penalty Sports Clothing Carlos Barbosa Team Sponsor $.5m Sicredi Financial Services Carlos Barbosa Team Sponsor $.2m Primary Oppnus Clothing Ciagym Team Sponsor $.7m Sports Clothing Concordia Team Sponsor $.5m Unimed Healthcare Concordia Team Sponsor $.2m Primary Copagril Agriculture Copagril Team Sponsor $.9m Dalponte Sports clothing / equipment Copagril Team Sponsor $.6m Faville Food Copagril Team Sponsor $.2m

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Brazil September 1, 2012

Table 16a. Brazil futsal sponsorship deals by value and duration Company Industry Sector Rights Holder Property Status Start End Value P.A Renault Automotive Floripa Team Primary Sponsor $.7m Momfort Tools Floripa Team Sponsor $.2m TIM Telecommunications Floripa Team Sponsor $.2m Intelli Electricals Intelli Team Primary Sponsor $.8m Dalponte Sports clothing / equipment Intelli Team Sponsor $.8m Krona Construction materials Joinville Team Primary Sponsor $.7m Dalponte Sports clothing / equipment Joinville Team Sponsor $.8m Guaravita Soft drinks Macae Botafogo Team Sponsor $.3m Poker Sports clothing / equipment Petropolis Team Primary Sponsor $.8m Unimed Healthcare Petropolis Team Sponsor $.3m Universidade Catholica de Petropolis Education Petropolis Team Sponsor $.15m Vale Sul Retail Sao Jose Team Primary Sponsor $.6m Penalty Sports Clothing Suzano Team Primary Sponsor $.7m City Hall Umuarama Government Umuarama Team Sponsor $.2m Oi Telecommunications Umuarama Team Sponsor $.3m Oppnus Clothing Umuarama Team Sponsor $.7m Penalty Sports Clothing Umuarama Team Sponsor $.5m

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Brazil September 1, 2012

Table 17. Brazil tennis sponsorship deals by value and duration Rights Value Company Industry Sector Holder Property Status Start End P.A Correios Logistics CBT Brazil Open Primary Sponsor $2.4m Asics Sports Clothing CBT Brazil Open Sponsor $1.2m Banco do Brasil Financial Services CBT Brazil Open Sponsor $1.2m Brascourt Construction CBT Brazil Open Sponsor $.3m Head Sports Equipment CBT Brazil Open Sponsor $1.2m Mapfre Financial Services CBT Brazil Open Sponsor $1.2m Peugeot Automotive CBT Brazil Open Sponsor $1.2m

Table 18. Brazil athletics sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Caixa Financial Services CBAT National Team Sponsor $7.3m Nike Sports Clothing CBAT National Team Sponsor $4m

Table 19. Brazil beach soccer sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Chevrolet Automotive CBBS Federation Sponsor $.8m Duracell FMCG CBBS Federation Sponsor $.8m Gillette Toileteries CBBS Federation Sponsor $.8m Itau Financial Services CBBS Federation Sponsor $.8m Koch Tavares Marketing CBBS Federation Sponsor $.1m Nike Sports Clothing CBBS Federation Sponsor $1m

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Brazil September 1, 2012

Table 20. Brazil distance running sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Status Start End P.A Primary Caixa Financial Services São Silvestre Intern’l Race São Silvestre Intern’l Race Sponsor $3m Correios Logistics São Silvestre Intern’l Race São Silvestre Intern’l Race Sponsor $.8m FISK Education São Silvestre Intern’l Race São Silvestre Intern’l Race Sponsor $.5m Rexona Toileteries São Silvestre Intern’l Race São Silvestre Intern’l Race Sponsor $.8m Primary Caixa Financial Services Rio de Janiero Marathon Rio de Janiero Marathon Sponsor $2m Olympikus Sports Clothing Rio de Janiero Marathon Rio de Janiero Marathon Sponsor $1m

Table 21. Brazil miscellaneous sponsorship deals by value and duration Value Company Industry Sector Rights Holder Property Sport Status Start End P.A HSBC Financial Services LPGA Brasil Cup Title Sponsor $2m Primary Caixa Financial Services CBG CBG Gymnastics Sponsor $2.1m

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Brazil September 1, 2012

SPORTS CLOTHING DEALS IN BRAZIL

The sports clothing market in Brazil is arguably more advanced than the sponsorship industry. The market was given a massive boost back in 1996 when Nike first signed its (then) $160 million deal with the CBF for rights to market the Brazilian shirt. Replica shirts are popular in both Brazil and around the world and this led to kit deals between clubs and a series of kit manufacturers.

Brazil has three significant domestic kit producers in Olympikus, Penalty and with the latter having rights to only smaller properties.

Nike’s high profile in the country is as a result of deals in football with the CBF, Corinthians, Santos and the governing body of volleyball, CBV.

Adidas has a lesser profile in the country at present with its major deal being with football club Palmeiras. The German manufacturer is, however, thought to be in negotiations with club giant Flamengo over a ten-year contract worth around $230 million. At present Flamengo has a deal with Olympikus that runs until 2014 and it is rumoured that the Brazilian company would be seeking compensation in the region of $17 million for early termination plus a repayment of $5 million over its investment in the Flamengo Museum. To complicate matters further, it is believed that Olympikus also contribute to the wages of striker, Vagner Love.

As Brazil’s sports industry becomes more professional, it is likely that sports clothing deals will increase – and possibly dramatically. Football clubs in Brazil have been only relatively successful in their merchandising operations, and this should change in the next five years as the stadia are redeveloped with new club shops and more professional management.

The 2014 World Cup will provide greater international exposure to Brazilian clubs as global audiences focus on the country. With some of the big name players in the Brazilian national team contracted to domestic clubs, there is a huge opportunity for those clubs to sell replica shirts bearing the player’s name. The Adidas approach to Flamengo is a clear indication of the potential market.

In other sports, the staging of the Rio 2016 Games will increase the focus on volleyball and basketball in particular and replica kit sales in these sports should increase significantly. Nike and Olympikus are best placed to benefit given that they provide national team kit, but again clubs should also experience increased interest and consequent sales growth.

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Brazil September 1, 2012

Table 22. Brazil kit deals by value and duration Value Company Rights Holder Property Sport Status Start End P.A Nike CBAT National Team Athletics Kit Sponsor Nike COB National Olympic Team Olympics Kit Sponsor 2012 2016 Lupo S / A Araraquara Araraquara Basketball Sponsor Nike CBB Brazil Basketball Basketball Kit Sponsor 2010 2015 $1.6m Olympikus Flamengo Flamengo Basketball Kit Sponsor Penalty LNB NBB Basketball Sponsor Under Armour Pinheiros Pinheiros Basketball Sponsor Beach Nike CBBS Federation/Events Soccer Sponsor Super Bolla Atlético Goianiense Atlético Goianiense Football Kit Sponsor Topper Atletico Mineiro Atletico Mineiro Football Kit Sponsor 2011 Nike Bahia Bahia Football Kit Sponsor Botafogo Botafogo Football Kit Sponsor 2012 Nike CBF National team Football First Tier Sponsor 2018 $35m Nike Corinthians Corinthians Football Kit Sponsor 2011 Lotto Coritiba Coritiba Football Sponsor Olympikus Cruzeiro Cruzeiro Football Sponsor 2012 Penalty Figueirense Figueirense Football Kit Sponsor Olympikus Flamengo Flamengo Football Kit Sponsor 2011 2014 Adidas Fluminense Fluminense Football Kit Sponsor 2013 Topper Grêmio Grêmio Football Kit Sponsor Nike Internacional Internacional Football Kit Sponsor 2012

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Brazil September 1, 2012

Table 22a. Brazil kit deals by value and duration Value Company Rights Holder Property Sport Status Start End P.A Personal Nike Liedson Liedson Football Endorsement $.5m Personal Nike Neymar Neymar Football Endorsement $.45m Penalty Nautico Nautico Football Sponsor Adidas Palmeiras Palmeiras Football Kit Sponsor $7.5m Cruzeiro Cruzeiro Football Kit Sponsor Reebok Internacional Internacional Football Kit Sponsor 2006 Pulse Ponte Preta Ponte Preta Football Kit Sponsor Lupo S / A Portuguesa Portuguesa Football Sponsor Adidas Brasil FC Red Bull Brasil FC Football Team Owner Nike Santos Santos Football Kit Sponsor Reebok Sao Paulo Sao Paulo Football Kit Sponsor 2011 Sport Club do Lotto Recife Sport Club do Recife Football Sponsor Penalty Vasco da Gama Vasco da Gama Football Kit Sponsor 2011 2014 $6m Penalty Carlos Barbosa Carlos Barbosa Futsal Sponsor Umbro Concordia Concordia Futsal Sponsor Dalponte Copagril Copagril Futsal Sponsor Dalponte Intelli Intelli Futsal Sponsor Dalponte Joinville Joinville Futsal Sponsor Poker Petropolis Petropolis Futsal Primary Sponsor Topper CBFS CBFS Futsal Sponsor

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Brazil September 1, 2012

Table 22b. Brazil kit deals by value and duration Value Company Rights Holder Property Sport Status Start End P.A Penalty Suzano Suzano Futsal Primary Sponsor Penalty Umuarama Umuarama Futsal Sponsor International Marathon of São International Marathon of São Adidas Paulo Paulo Marathon Olympikus Rio de Janiero Marathon Rio de Janiero Marathon Marathon Sponsor CBT Brazil Open Tennis Asics CBT Brazil Open Tennis Sponsor Head CBT Brazil Open Tennis Sponsor Mikasa CBV Federation/League Volleyball Sponsor Olympikus CBV Federation/League Volleyball Sponsor Olympikus CBV Copa Brasil de Volei Volleyball Sponsor

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