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SBD Global/April 28, 2014/Marketing and Sponsorship

World Cup Sponsors Seek Assurance From Brazil Government That Protests Won't Erupt

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FIFA Marketing Dir Thierry Weil said that World Cup sponsors "are asking the Brazilian government how it will deal with street protests that might erupt during this year’s tournament," according to Panja & Biller of BLOOMBERG. During last year's Confederations Cup, Brazil "experienced the biggest demonstrations in a generation." Weil said, “We have those discussions between us, with the commercial affiliates, with the government.” Companies "have asked about the government’s expectations about the possibility of more violence during the games this summer, and how police, army and other forces might respond." Sponsors paid $404M to be associated with the World Cup last year, according to FIFA’s latest financial report. Companies "are not planning to reduce the number of guests they bring or change their promotional strategies for the World Cup." The protests during the Confederations Cup "took authorities by surprise." Brazil’s federal and city governments have told FIFA and sponsors that they "are ready for any repeat during the World Cup" (BLOOMBERG, 4/25).
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