Latin America

Latest Features

AB InBev subsidiary Ambev promoted its Guaraná Antarctica drink in Brazil via an April 2019 campaign leveraging its sponsorship of the Brazilian women’s football team.

Uefa partner Santander brought the excitement of the 2020 Champions League Final in Lisbon to the world through an enhanced edition of its ‘Santander Media House’

In Colombia, Budweiser used its official partnerships with the Premier League and LaLiga to create a 2019 campaign based on famous goals from the two leagues.

To leverage Brazilian side Flamengo’s appearance in the 2019 Copa Libertadores final, shirt supplier Adidas projected the club’s shirt onto the Rio's statue of Christ the Redeemer.

For the November 2019 final of the Copa Libertadores, Disney teamed up with South American Football Federation Conmebol for an on-pitch, pre-match stunt to promote the launch of The Rise of Skywalker.

Sports marketing agency Pitch International has brokered three partnership deals for the Brasil Global Tour – the series of international friendlies played by Brazil’s national football team in the run …

The South American Football Confederation (Conmebol) has today (Friday) announced a partnership with online betting company Betfair

JL Sports Investment, a company owned and operated by former MP & Silva chief executive Jochen Lösch, has acquired an exclusive mandate to sell title sponsorship, betting, data and video-game licensing …

Portuguese olive brand Azeite Royal expanded its shirt branding rights with Brazilian Série A club Vasco da Gama for last weekend’s ‘classic’ game against Flamengo. Az

Features

To promote its new kits for Argentinian clubs Rosario and Estudiantes in 2019, Under Armour struck a deal with Superliga broadcaster TNT for one match each to be shown free-to-air.

To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.

In 2018, Uber teamed up with Athletico-PR for a live, on-pitch stunt to drive awareness of the brand’s safer driving ‘May Yellow Movement’ programme.

Citibanamex activated its Mexican national team sponsorship for the 2018 Fifa World Cup through AR, bots, a digital album, social content and a team-related competition.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.

Spanish telco Telefónica has renewed its title sponsorship of the Team Movistar UCI World Tour outfit from 2019 to 2021. Telefónica will pay between €12m ($13.5m)

The Argentine Football Association added over $1m (€0.9m) in new sponsorship revenue ahead of the 2018 World Cup, striking its first regional partnerships with a quartet of Chinese brands.

DHL signs for Copa Libertadores as Conmebol seeks market value. Under the one-season deal, agreed with the South American Football Confederation (Conmebol), DHL also becomes the Official Global Courier of the confederation.

For 2017, we have researched over 1,400 deals across 27 countries and covering 92 rights fees to map out the sponsorship landscape of rugby union.

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

The main shirt sponsorship deal agreed this month between top Brazilian club Flamengo and Thai energy drinks brand Carabao bucks one trend in the country’s football sponsorship market, in being a long-term deal.

The 20 clubs in Brazil's Campeonato Brasileiro Serie A are currently studying their options for the exploitation of their perimeter advertising rights from the 2019 Serie A season, having decided for the first time to retain these rights.

State-controlled Brazilian oil company Petroleo Brasileiro (Petrobras) became an Official Sponsor of the Rio 2016 Paralympic Games last month in a deal worth around one per cent of the offer it tabled five years ago to become a tier one domestic sponsor of the 2016 Summer Games.

Nigerian Breweries, a subsidiary of Dutch brewing giant Heineken, is set to spend close to $20m (€17.9m) in football sponsorship for its Star Lager brand in the next five seasons in deals agreed this summer with Nigeria’s football league and a group of top European clubs.

Insight from John Scurfield, head of MediaCom Sport & Entertainment UK, on the challenges for Olympic sponsors ahead of Tokyo 2020

Fierce competition in the Mexican telecoms sector and the success of last year’s Mexican Formula One Grand Prix helped push telecoms operator AT&T above the expected market price for Presenting Sponsorship rights to the inaugural ‘6 Hours of Mexico City’ World Endurance Championship (WEC) race.

McDonald’s corporate director of sports marketing in Latin America, David Grinberg, talks about his journey from a sports journalist to the head of sponsorship activation for the 2016 Olympic Games.