The World Cup is also a competition that may help Brazilian entrepreneurs to sign several contracts with foreign companies. Repeating a successful endeavour conducted at the 2013 Confederations Cup, the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) created the World Cup Project, which has the aim of generating US$ 6 billion in business for the country between exports and investments.
Therefore, the agency is relying on the so-called relationship marketing, a tool from the business world that uses big events to bring enterprises closer together, increasing ties and trust among the parties and thus, allow for more contracts to be signed.
In 2013, during the Confederations Cup, Apex-Brasil sponsored an endeavour with 422 Brazilian companies and 60 trade associations, which included around 1,400 entrepreneurs and opinion makers in total. Overall, 432 business meetings were held in different states in the country, which resulted in US$ 3 billion in contracts being signed between exports and foreign investments. In exports, the housing and construction sector was the one to profit the most, accounting for US$ 1.3 billion, followed by machines and equipment (US$ 300 million) and agribusiness (US$ 80 million).
For the World Cup, 2,300 guests from 104 countries came to Brazil as part of Apex's new project. Most guests are entrepreneurs, but there are also a lot of investors and some journalists from strategic international media outlets.
The Apex-Brasil World Cup Project works in partnership with over 700 Brazilian companies and trade associations engaged in export services.
Through a sponsor partnership established with FIFA, Apex-Brasil has set up a space at stadiums in Brasilia, São Paulo, Rio de Janeiro, Belo Horizonte and Fortaleza, where foreign guests have the chance of watching World Cup games. This Monday (23.06), a group made up of 39 Brazilian and 127 foreign entrepreneurs watched Brazil beat Cameroon 4-1 at the Mané Garrincha Stadium in the federal capital city.
On days before the matches, entrepreneurs visit plants, farms and shops, in addition to discussing several aspects related to the business contracts that be signed with their Brazilian counterparts. The programme is put together by Brazilian companies, who are responsible for inviting the entrepreneurs they want to strengthen ties with.
During the World Cup, foreign guests will meet with Brazilian representatives from the following sectors: technology and health, housing and construction, food, beverages, agribusiness, fashion, machinery and equipment, creative economy and services. Over 800 business programme will be arranged before and after the matches by partner companies and trade associations. This programme includes meetings with buyers, lectures, seminars, visits to plants, farms, laboratories and other productive facilities. “The action reinforces trust, loyalty and partnership, which are essential for business, the project’s main goal", explained Apex-Brasil president Mauricio Borges.