WASSERMAN MEDIA GROUP

PRESENTS:

INSIDE: BRAZIL

• 5th largest country in the world

• 6th largest economy in the world

• São Paulo is the 7th largest city in the world

• Economy has grown 4.2% YOY since 2010

• Already at over 200M, Brazil’s population is

expected to grow 7% by 2020

Brazil is large, prosperous, and projected

to experience sustainable growth

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• Median age of 29 (U.S. = 35)

• Over half of population is <29 years old

• 2nd largest Japanese population outside of

Japan

• 4th most internet users in the world

• 5th most mobile phone users in the world

Brazilians are young, diverse and fast

adopters of new technology

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• 6M international visitors to Brazil in 2012

• Travel and tourism accounted for a $79B direct

impact on GDP, 5 times more than the world

average

• Rio de Janeiro is the most visited city in the

Southern Hemisphere

A top tourist destination, Brazil has

experienced an economic and social boost

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• Major U.S. brands have expanded into Brazil in

the past year, including Dunkin’ Donuts,

Johnny Rockets, Sears, Apple and GAP

• Foreign brands use e-commerce as a gateway

into Brazil, with the most active industries being

clothing, cosmetics and jewelry

Brands have already begun to invest in the

Brazilian market

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• Brazil is expected to experience a 10% YOY

increase in ad spending in 2015

• With total ad expenditures expected to be almost

$22 billion in 2015, Brazil will account for over

half (55.5%) of all of Latin America’s ad

expenditure

A growing economy has translated into

significant increases in ad spending

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HOW ARE COMPANIES TAKING ADVANTAGE OF BRAZIL’S ECONOMIC GROWTH,

VALUABLE PEOPLE AND TOURISM LEADERSHIP?

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• 47 million Brazilians 18 and over consider

themselves sports fans, with 84% of adult internet

users claiming to follow sports; over ¾ of Brazilian

sports fans are under the age of 44

• 65% of Brazilians are football fans, with Volleyball

(42%), Formula 1 (37%), and Swimming (30%)

growing in popularity

Sports are an integral part of Brazilian

culture and attract a passionate audience

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Brazil’s inherent passion for soccer made the 2014

World Cup a sporting event for the ages; with nearly

4 million fans attending and an estimated 3.2

billion watching on TV around the world, brands

spent significant marketing dollars in order to capture

the massive audience

The World Cup was a perfect entry point

for brands to win in Brazil

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• Brands spent $404 million on marketing rights

associated with the 2014 World Cup; ad spend

surrounding World Cup was estimated to be 40%

higher than 2010

• Advertisers’ social marketing spend rose to the

half-million to multimillion dollar range,

extending their campaigns to over 180 countries

Brands forecasted a high ROI opportunity

and invested accordingly

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• More than 5 million people attended at least 1

of the 12 FIFA Fan Fest locations in Brazil

• Non-FIFA partner Nike experienced great

success with their marketing efforts, receiving

over 3 million mentions on Twitter and over

85M views on YouTube during the World Cup

Brands created experiences that engaged

with passionate fans from across the world

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MOVING FORWARD, HOW CAN YOUR COMPANY USE SPORTS TO ENTER THE

BRAZILIAN MARKET AND CAPITALIZE ON THE ECONOMIC OPPORTUNITY?

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Brazilians’ passion for sport does not stop at soccer.

A profound interest in Olympic sports (swimming,

volleyball, gymnastics and more) coupled with a

deep sense of national pride will make Rio 2016 an

excellent vehicle for companies to integrate their

brands into the market

The Rio Olympics will be the next major

opportunity for brands to enter Brazil

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$18.7 billion in new investments:

• Aquatic sports stadium (US$40M)

• An Olympic Park to host gymnastics, cycling,

handball (US$200M)

• An Olympic village of 40 12-story buildings

(US$450M)

• Olympic Tennis Center (US$45M)

Brazil has invested in building world-class

sports complexes leading up to Rio 2016

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Rio Olympics by the numbers:

• 31,000 journalists, 90,000 volunteers, 6.5 million

tickets, and over 5,000 hours of live broadcast to

220 countries, with an estimated audience of over

4.3 billion

Rio Paralympic Games by the numbers:

• 1 million+ spectators, 300 million+ television viewers

The Rio Games will reach a mass audience

both in Brazil and across the globe

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RIO INTELLIGENCE PROJECT

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FOR MORE INFORMATION ON THE “RIO

INTELLIGENCE PROJECT”, PLEASE CONTACT: Heidi Pellerano | Senior Vice President, Consulting

501 Brickell Key Drive, Suite 202

Miami, FL 33131

P: 786-899-2083