Brand land grab in Brazil among French supermarket operators

IN WHAT LOOKS like an increasingly tit-for-tat exchange, French supermarket operator Casino has increased its stake on Brazil’s second largest retailer Grupo Pão de Açúcar. The move comes on the back of arch rival Carrefour which is the largest supermarket chain in the country proposing a merger between the two and intensifies the battle to dominate the burgeoning Brazilian retail market. Both Carrefour and Casino have used sports sponsorship to push outside of their home base and might be expected to do so in Brazil. The country’s sponsorship industry is growing rapidly as international brands look to establish themselves and the retail sector is likely to benefit too from point-of-sale promotions and offers.