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Volume 10 No. 25

Marketing and Sponsorship

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).

Chevrolet has agreed to a deal with the Brazilian Football Confederation (CBF) to take Brasileiro naming rights, according to SOCCEREX. Details of the General Motors-owned car brand’s partnership "have not been released." However, media reports in Brazil said that "it is likely to have signed a multi-year agreement." The league, which kicked off last weekend, "will now be known as the Brasileiro Chevrolet." Chevrolet replaces Brazilian energy multinational Petrobras as the league’s main sponsor. Petrobras "had held the role for two years" (SOCCEREX, 4/25).