South 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.

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.

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.

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.

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

The domestic sales programme for the Rio 2016 Summer Olympic Games is once again gaining traction after signing four second-tier deals in the past three months.

Brazil-based telecommunications brand Oi has become title sponsor this year’s Rio Open on the World Surf League’s (WSL) Championship Tour.

Spanish Liga club FC Barcelona, this month, sold its first Brazilian market sponsorship to the deodorant brand Tenys Pé Baruel.

Created in 2011 by three Brazilian banks – Banco do Brasil, Bradesco and Caixa – Elo is Brazil’s leading domestic credit card brand and is using football sponsorship to gain market share from global payme…

For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.

Dow Chemical Company’s sustainability partnership with the Rio 2016 Organising Committee could earn it major financial rewards in the lead up to and after the Olympic Games.