Brazil Monthly sponsorship industry analysis report September 2012 BRAZIL International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK Tel +44 (0) 1364 642224 [email protected] www.imrsponsorship.com 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 Volleyball.............................................................................................................................................. 34 Motorsports ......................................................................................................................................... 38 Basketball, Futsal, tennis and miscellaneous.................................................................................. 40 Sports clothing .................................................................................................................................... 47 3 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 .......................................