Brazilian sports trends

Published On - 14 de November de 2018

Amir Somoggi sportsvalue

Sports Value has been carefully analyzing the complex business environment of the current / future world and has identified numerous trends for the Brazilian sports market.

New technologies, greater consumer requirement, the need for creative and innovative projects will require more and more from the Sports Industry executives in Brazil.

These are the main trends for the Sports Industry in Brazil, according to Sports Value:

 

  1. Streaming

The Brazilian sport is living this new reality. There is a clear transmission migration to new formats. Broadcasters who until very recently only offered the games in traditional structures realized that the future is streaming.

Added to this we can see more and more interest from giants such as Facebook, Twiiter and Youtube in these contents, which will inflate the OTT rights in the next years.

OTT is also a real option with low transmission cost for modalities and athletes with little space in traditional media.

 

  1. Sponsors

The sponsorship market moves more than US$ 66 billion a year, more than US$ 50 billion in sports. In Brazil, unfortunately, the sponsors are shy, not only in investing in sponsorship, but also in the creativity of their marketing strategies.

The main tendency for sponsors is to be able to carry out projects that really impact people’s lives. The actions integrated to the sponsorships must add positive values, which exert a consumer fascination.

Another important aspect is the new platforms technology use and social media to further leverage the impact to the sponsorship brand, not only locally, but also globally

 

  1. Clubs and teams

Clubs and teams around the world have managed to substantially increase revenues and their media impact.

In Brazil unfortunately the teams’ brands and their marketing projects are weak, inconsistent and with low creativity.

The main trend is a real change in the way the clubs work their fans, offering real experiences of consumption and entertainment and use these  differentiated actions  to impact on social media.

Regarding the sponsors, they must radically change the way they see their partner brands. The focus is fewer brands on uniforms and backdrops and more marketing and communications projects that leverage the business of both.

 

  1. Stadium maximization

Brazil invested US$ 3,2 billion in stadia infrastructure and little was done to change our fan experience. We invested in hardware, but we forgot the software.

The world of sports takes advantage and capitalizes fans matchday experience. These is a benchmark for other industries.

The Brazilian sport needs to radically change the game experience, offering real possibilities of the fan to have fun in stadiums, arenas and sports complexes.

Especially through the technologies, linking promotions, marketing actions and products/services offers to the fan.

 

  1. E-sports

No other modality has grown so much in the world and in Brazil. Currently e-sports moves US$ 1 billion, comparing to US$ 325 million in 2015. By 2020 industry expectation is to reach US$ 1,5 billion.

The revenues ​​are concentrated on the amateur player. Soon there will be a new professional dimension, with valuable sponsorships, and creative marketing actions.

This is still a low-priced market for establish brands, in the future it will be much more expensive to invest.

 

  1. Internet of Things

The actual digital market reality is giving the consumer an increasingly way to live with technology.

The concept of internet of things (IoT) has as role to make through sensors that the technology advances on the people daily life.

In sport this concept is still little explored and surely is a trend for the future, in the interaction with the fan, and his passion for the sport, health or your favorite team.

 

  1. Women in sport

Without a doubt the 2019 should be very oriented to women and sports in Brazil. Unfortunately, there is an abyss between what women represent in Brazilian society and sport.

More and more women are interested in sports, health and clubs´ passion. The sponsors and teams’ brands still do not work correctly the feminine universe and the sport. In 2019 Brazilian clubs will have to invest in women’s football.

A great opportunity for brands to contribute to the development of women in Brazilian sport. And a challenge for the teams in the appreciation of their feminine teams.

 

  1. Sports practice

Brazil is experiencing an epidemic of sedentarism and obesity. No less than 30% of children are overweight. Especially among the low-income population, sports, for economic reasons is still a difficulty.

The Brazilian lifestyle unfortunately is sickening adults and children. It is increasingly common pediatricians reports about the astronomical rise of diseases such as hypertension, diabetes and high cholesterol in children.

Since the public sector is unable to contribute to improving the population health, only sponsors brands, clubs, NGO´s can change this, with projects focused on millions of Brazilians sports practice.