Brands and sport in Latin America – a missed opportunity?
Ivan Castano
There is now a huge potential for brands to use sport to connect with Latin America's growing consumer classes. Media investment in the region is expected to boom around Brazil's hosting of the 2014 World Cup, followed by the Olympics in 2016.
"No country has organised the two events so closely before," Alfonso Rodes, CEO of Havas Media, told a panel on sports marketing at the Festival of Media Latin America in Miami. "This represents a golden opportunity for brands that cannot be wasted."
Rodes noted the World...