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SBD Global/July 23, 2013/Marketing and Sponsorship
Unrest In Brazil Heightens Concerns For Marketers Ahead Of World Cup
Published July 23, 2013
GETTING READY: AD AGE's Laurel Wentz reported the protests' ire "appeared directed at the government, with no apparent animosity toward corporations." Indeed, protesters even adopted a popular song from a Fiat commercial with the refrain "Come to the street" as their anthem. The month-long World Cup kicks off in mid-June next year. While the focus "will undoubtedly" be on football, the political climate "will be heightened further, with Brazil's presidential election looming in early October." Protests "appear inevitable." Adidas CEO Herbert Hainer said, "We fully acknowledge that the people in Brazil [will] use the platform of the World Cup to get awareness for their issues." With such massive investments, "big pullbacks are off the table." Sports & Entertainment firm Ketchum Managing Dir Ann Wool said, "You're preparing for seven or eight years for these global events, and every issue is going to come up at some point during that cycle -- political, environmental, infrastructure, natural disasters." Wool added by the time an event is just a year away, "your activation has already started and you're closely associated with the event." Brazil "hasn't gone into full crisis-management mode yet." PR firm FSB partner Falvio Castro said, "I don't want to minimize the problem, but I don't think the exercise of the democratic right to demonstrate should be seen as a tragedy or a stain on the country" (AD AGE, 7/22).