The Trajectory Trends Breakfast
Brazil 2014: Pitbull, Pele, Policing and People
Insights for today’s emerging economies
Thursday 26th June 2014 – 08.30 – 09.30
Happenstance, 1a Ludgate Hill, London EC4M 7AA
The June 2014 Trajectory Trends Breakfast takes place during the FIFA World Cup in Brazil. With the world’s greatest football nation hosting the world’s greatest football tournament, it should be a dream scenario.
This Trends Breakfast will look at the Brazilian experience of economic development, exploring some of the issues underpinning today’s popular unrest, while looking at their wider relevance to today’s emerging markets and their relationship with the global economy.
Brazil being awarded the tournament – for the first time since 1950 – is part of a wider pattern of major sporting events being hosted by developing countries. The list includes the Malaysian Commonwealth games (1998), the Beijing Olympics (2008), the Delhi Commonwealth Games (2010), the South Africa World Cup (2010) and the Sochi Winter Olympics (2014).
This pattern of host nations and cities competing to host major international events in order to announce their arrival on the world stage extends further back of course – including the Tokyo Olympic Games (1964), the Spanish World Cup (1982) and even The Great Exhibition of 1851.
Today’s engagement with international sports bodies and their commercial partners, together with the expectations generated among the domestic population during the bidding process, takes place in the full glare of the global media and amid widespread social connectivity – ensuring that issues around domestic politics and priorities, competence and corruption are broadcast across the world.
This has certainly been the experience in Brazil and contrasts with the wave of popular enthusiasm that greeted the announcement of their successful bid in 2007 (when the economy was growing at 4.5% and foreign direct investment was pouring into the country).
So what does it all tell us about the impact of the financial crisis, the experiences of the new middle classes in Brazil, and how does this relate to their peers in other emerging economies? What does it tell us about emerging markets relationship with the global economy and its corporations? And what lessons should marketers take on board for international sponsorship and business development?
It’s a fascinating subject to explore and we very much hope that you will join us for what is sure to be a stimulating hour of discussion. As ever we don’t claim to have all of the answers, perhaps not even all of the questions but we look forward to sharing our thoughts and joining the debate.
To book your place simply mail Michael Brennan @ firstname.lastname@example.org