I believe that we will win: How brands can successfully tap into Brazil's World Cup optimism

Felipe Soalheiro

Looks at how some brands approach World Cup marketing in Brazil, a country that is particularly passionate about the quadrennial tournament.

This article is part of the September 2022 Spotlight Brazil series, "How consumers are responding to volatile times.” Read more

It's been a while for Brazil, in many ways. Last time we won the World Cup I was still in my early twenties, living in New York City and starting a career in sports working as an intern for the US' Major League Soccer (aka Football, in most of the rest of the world). The year was 2002 and Ronaldo had scored twice against Germany at Yokohama Stadium in the final, and Brazil was just about to enter...

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