CADERNOS MAY/JUNE 2013 | YEAR 8 | Nº22 | ISSN 19844883 FOOTBALL AND SOCIOECONOMIC DEVELOPMENT FOR THE GAME, FOR THE WORLD JOSEPH BLATTER A foreword FROM THE athlete OF THE 20TH CENTURY PELÉ INTERVIEWS WITH ALDO REBELO CARLOS ALBERTO PARREIRA Founder and First President Director Luiz Simões Lopes Cesar Cunha Campos President Technical Director Carlos Ivan Simonsen Leal Ricardo Simonsen Vice-Presidents Director of Control Sergio Franklin Quintella, Francisco Oswaldo Neves Dornelles and Antônio Carlos Kfouri Aidar Marcos Cintra Cavalcante de Albuquerque Director of Quality Francisco Eduardo Torres de Sá BOARD OF DIRECTORS Market Director President Sidnei Gonzalez Carlos Ivan Simonsen Leal Market Deputy Directors Vice-Presidents Carlos Augusto Lopes da Costa Sergio Franklin Quintella, Francisco Oswaldo Neves Dornelles and José Bento Carlos Amaral Marcos Cintra Cavalcante de Albuquerque Voting Members EDITORIAL CREDITS Armando Klabin, Carlos Alberto Pires de Carvalho e Albuquerque, Ernane Galvêas, José Luiz Miranda, Lindolpho de Carvalho Dias, Manoel Pio Corrêa Júnior, Editor in Chief Marcílio Marques Moreira and Roberto Paulo Cezar de Andrade Sidnei Gonzalez Deputies Editorial Orientation Antonio Monteiro de Castro Filho, Cristiano Buarque Franco Neto, Antônio Carlos Kfouri Aidar Eduardo Baptista Vianna, Gilberto Duarte Prado, Jacob Palis Júnior, Celso Grellet José Ermírio de Moraes Neto, José Julio de Almeida Senna and Marcelo José Basílio de Souza Marinho. Editorial Coordination Melina Bandeira BOARD OF TRUSTEES Editorial Production Juliana Gagliardi CADERNOS President Manuela Fantinato Carlos Alberto Lenz César Protásio Graphic Design Vice-President Patricia Werner João Alfredo Dias Lins (Klabin Irmãos e Cia) Maria João Macedo Camila Senna MAY/JUNE 2013 | YEAR 8 | Nº 22 | ISSN 19844883 Voting Members Alexandre Koch Torres de Assis, Angélica Moreira da Silva (Federação Brasileira de Collaboration Bancos), Carlos Moacyr Gomes de Almeida, Dante Letti (Souza Cruz S.A.), Bárbara Shultz Fernandes Edmundo Penna Barbosa da Silva, Heitor Chagas de Oliveira, Jaques Wagner (Estado Claudia Faria da Bahia), Luiz Chor (Chozil Engenharia Ltda.), Marcelo Serfaty, Marcio João de Andrade Delia Fisher Fortes, Maurício Matos Peixoto, Orlando dos Santos Marques (Publicis Brasil Comunicação Márcio Guimarães Ltda.), Pedro Henrique Mariani Bittencourt (Banco BBM S.A.), Raul Calfat (Votorantim Paulo Rossi Participações S.A.), Rodrigo Vaunizio Pires de Azevedo (IRB - Brasil Resseguros S.A.), Patrícia Franco Ronaldo Mendonça Vilela (Sindicato das Empresas de Seguros Privados, de Capitalização Rafael Freire e de Resseguros no Estado do Rio de Janeiro e do Espírito Santo), Rogério Caboclo Sérgio Ribeiro da Costa Werlang and Tarso Genro (Estado do Rio Grande do Sul). Rubens Figueiredo Soraia Fernandes Pereira Deputies Walter de Gregório Aldo Floris, José Carlos Schmidt Murta Ribeiro, Luiz Ildefonso Simões Lopes (Brookfield Brasil Ltda.), Luiz Roberto Nascimento Silva, Manoel Fernando Thompson Motta Filho, Translation and Proofreading Murilo Pinto de Oliveira Ferreira (Vale S.A.), Nilson Teixeira (Banco de Investimentos Derrick Philips Crédit Suisse S.A.), Olavo Monteiro de Carvalho (Monteiro Aranha Participações S.A.), David Del Vechio Patrick de Larragoiti Lucas (Sul América Companhia Nacional de Seguros), Patrice Wuillaume Rui Barreto (Café Solúvel Brasília S.A.) and Sérgio Lins Andrade (Andrade Gutierrez S.A.). Photos Headquarters Brazilian Ministry of Sports Image Bank Praia de Botafogo, 190, Rio de Janeiro – RJ, CEP 22250-900 or Caixa Postal 62.591 Fernandes Arquitetura Image Bank CEP 22257-970, Tel: (21) 3799-5498, www.fgv.br FIFA/foto-net O Globo Agency www.corbis.com Institution of technical-scientific, educational and philanthropic character, created on December www.shutterstock.com 20, 1944 as a legal entity of private law with the objective to act, broadly, in all subjects of scientific www.gettyimages.com character, with emphasis on social sciences: administration, law and economics, contributing for the socioeconomical development of the country. PERIODICAL PUBLICATION OF FGV PROJETOS The testimonials and articles are of authors’ responsibilities and do not necessarily reflect the opinion of FGV Foundation. This issue is available for download at FGV Projetos’ website: www.fgv.br/fgvprojetos CONTENT EDITORIAL 06 Cesar Cunha Campos FOREWORD TESTIMONIALS INTERVIEWS ARTICLES 38 Carlos Geraldo Langoni Combining talent on and off the pitch: economic transformations and structural changes within football 46 Antônio Carlos Kfouri Aidar and Evandro Jacóia Faulin The football business in Brazil 62 Daniel Hopf Fernandes The new arena infrastructure and the 2014 FIFA World Cup: 08 Pelé 10 Joseph Blatter 22 Aldo Rebelo driving the entertainment business in Brazil A brief foreword on how the Brazil, as an increasingly Brazil will host the 2014 FIFA 70 Marco Polo Del Nero “athlete of the 20th century” views powerful economic and political World Cup and the 2016 Olympic the transformations in football force, is an ideal host for the 2014 and Paralympic Games. In this Infrastructure in Brazil and the 2014 FIFA World Cup and the economy. FIFA World CupTM. It is a great interview for FGV Projetos, opportunity for Brazil on many Minister Aldo Rebelo presents the 78 Fernando Blumenschein levels. There is debate over how challenges facing the Ministry of much of a boost such an event Sports at this time and explains The football production chain in Brazil gives to the host economy but, the role of the Ministry and the with careful planning, a lasting range of investments made to date legacy is within reach. and those still to be undertaken. 86 Pedro Rubim Borges Fortes War and peace between organized supporters groups: 16 Celso Grellet 30 Carlos Alberto Parreira the challenge of ensuring safety in football stadiums In this testimonial, Celso Grellet In this interview, Carlos emphasizes the changes that Alberto Parreira reflects on 96 Bernardo Buarque de Hollanda have historically occurred in the the factors that bring success sports marketing field and in the when selecting teams and on Gilberto Freyre and the invention of football-art sources of income of the soccer the administrative structures he teams, highlighting the new encountered in a career spent sports stadiums and the enhanced managing five Brazilian clubs treatment given to the fans, now and six national squads. seen as clients, as the main legacies. CADERNOS FGV PROJETOS | FOOTBALL AND SOCIOECONOMIC DEVELOPMENT 6 EDITORIAL Cesar Cunha Campos ootball is the most popular sport in Brazil professionalization of clubs, while Carlos and one of the most popular in the world, Geraldo Langoni analyzes the impact of Fcapable of attracting large crowds from a recent socio-economic changes on Brazilian variety of countries and very different cultures. football and the challenges involved in It is not only an abiding passion, but today it has overhauling its management. The article by important economic and social aspects. Fernando Blumenschein explains the football production chain, stressing the importance of In 2010, three years after Brazil was confirmed understanding the dynamics for the effective as the host country for the next World Cup in functioning of the sector. 2014, we launched the first edition of Cadernos FGV Projetos on the theme of Football and In the area of infrastructure, Marco Polo Del Nero Economic and Social Development. At that time presents an overview of the challenges which there was still some discussion as to the best Brazil has been facing, particularly regarding model for organizing the event. to transport, with the hosting of the Cup as an opportunity for growth. Daniel Fernandes looks Now, with the imminence of the 2014 FIFA at the influence of the new stadium infrastructure World Cup in Brazil, we are deep into the on the football production chain, leading to preparations and implementation of the chosen opportunities for new undertakings and giving models, particularly in infrastructure, logistics, an impetus to entertainment in the country. stadiums and security. The rapid economic, social and cultural changes that Brazil has gone As important as discussing the holding of the through, together with enormous technological World Cup is talking about football as a sport changes at the global level, have influenced not and an activity involving not only the clubs, but only the planning of the world championships the fans and society in general. In this context, but football itself. the article by Pedro Rubim Borges Fortes looks at initiatives to diminish the violence Important testimonials from leading individuals between organized supporters’ groups both who have followed these changes has been in the stadiums and outside them. Bernardo supplied to us for this edition by Pelé, Joseph Buarque de Hollanda rounds off this edition Blatter and Celso Grellet. We present an interview by relating the history of the term football-art, with Aldo Rebelo, the Brazilian Minister of within a Brazilian social context, which would Sports, who discusses the efforts that have been culminate in the definition of Brazil as the made, the coordination between the various “country of football”. institutions and federal entities in this process, and the importance of ‘nationalizing’ the Cup, On the basis of this wide-ranging approach by so as to transform it into an opportunity for a team of specialists on the subject, this edition social and cultural inclusion. Carlos Alberto turns the spotlight