The London 2012 Olympics, heard of it? Chances are that even if you lived in a mud hut in the Pennines you might have a slight idea about the events set to grip the UK this summer. Believe it or not sponsors have too, Lloyds TSB were first all the way back in 2007, with other notable international companies joining them in signing up to support the signature event. What’s more it doesn’t stop there, plenty of brands without the ‘Official’ tag will be looking to capitalise on the hype and crowds the Olympics will draw.
Let’s not play it down, the London 2012 Olympics will be a once of a lifetime experience for the UK and a once in a lifetime branding opportunity in one of the most open, advanced marketing economies in the world. But are we being short sighted? Sure London 2012 is a huge opportunity, however there is the small matter of a FIFA 2014 World Cup and the 2016 Olympics and Paralympics being hosted for the first time by one country this decade, a country that just happens to be the fourth largest nation in the world, Brazil.
Brazil represents unknown territory for lots of brands but with one of the quickest developing economies in the world it will not be that way for much longer. Recent reports in UK press have indicated that there are concerns regarding whether Brazil will be ready to host a World Cup as soon as 2014. Visiting the country in late 2010 I was amazed to see the Maracana stadium, a Mecca of Brazilian football, sitting unused whilst intensive repairs were carried out. Still out of action a year and a half later, there are genuine fears that infrastructure is not on course, but in lack of development lies opportunity.
There is no doubt that the need for infrastructure and experience leaves the door wide open to multi-national companies to step in to provide support whilst extending their sphere of influence. Brazil represents a unique prospect, it has shrugged off the effects of global recession, is expanding rapidly and its industries are progressing steadily. The major events of the next four years will help elevate this further with a massive expansion in media awareness and marketing.
The messaging around Rio 2016 does in fact seem very familiar, with promises of a sustainable games with a lasting legacy. Interest in Brazil for these reasons and more is extremely high when considering London 2012, something that can only benefit British companies learning from the 2012 process. Added to this Brazil has been pushing the construction industry to the limit, airports, roads, housing etc has sprung up across the country as Brazil readies itself due to the Government’s Accelerated Growth Plan. This plan will only increase with 2014 and 2016 on the horizon, creating lots of exciting opportunities for international companies to lend their own expertise.
In terms of negating access to these opportunities many British companies might choose to pair with Brazilian counterparts to help share common knowledge and receive advice on entering the market. This approach will help negotiate through Brazilian bureaucracy, understand specific business practice and give further access to the sometimes complex Brazilian national and state networks.
So what of the media opportunities? Brazil has a highly advanced media network with social media especially being hugely important and more common across the country than in some European countries. Brazilians are among the world’s top users of blogs as well, with internet access not being restricted in any way. Key social media sites include Google’s Orkut and Facebook, with key news sites including G1 and UOL. Domestic conglomerates dominate the media market, with Globo, Brazil’s most successful broadcaster sitting on top. Globo’s network stretches far with TV, radio, newspapers and news sites all run through the same operator.
With all of the above in mind the emerging economic giant needs more than a little consideration before being broached. But for those who do and are successful, the opportunities are endless, and a caipirinha on Copacabana beach isn’t half bad either.