More than 100 people attended Forum Brasil at the ISPO fair this morning. SGI Europe laid out some key facts and figures about the Brazilian sporting goods market, collected with the support of ISPO. In summary, they show that the market is growing by between 5 and 10 percent a year overall, and even more strongly in segments such as fitness and running. The economy is booming and sport is in. With the strong growth of the middle class, per capita consumption of sporting goods has reached a level that can be estimated at the equivalent of nearly €30 a year in the world’s fifth most populous country, based on a broad definition of the sector that includes the important sports-inspired lifestyle segment. Abriesp, the Brazilian sporting goods industry association, estimates that the World Cup and the Olympic Games that will take place in Brazil in 2014 and 2016 are going to involve investments of €13.9 billion. These mega-events will also constitute a strong platform for new marketing initiatives. Two Brazilian consultants, including one who helped to build up Oakley and Luxottica in the country, discussed some of the difficulties in doing business in Brazil, such as the high import duties and some 63 local taxes, but indicated that there also many tax incentives. Taxes may be deducted for local manufacturing, sports marketing and innovation. Better market knowledge, customized consultancies and partnerships with local manufacturers can help foreign brands to penetrate the market. Abriesp is building up a database and proposing to organize a series of match-making sessions with potential partners as part of a wider six-day program comprising seminars and visits to retail stores and schools, in connection with its annual Sports Business convention in São Paulo next September. There will also be social and cultural events and a visit to the World Cup sites inRio de Janeiro.
