The country has gained 20 million lovers since 2019, according to a survey by 213 Sports carried out by Ibope Repucom with two thousand respondents
Skateboarder Rayssa Leal won Brazil’s first Gold medal in street skateboarding at the Pan American Games, held in Santiago, Chile, between October 20th and November 5th. The achievement came on the 21st, at the Esplanada dos Esportes Urbanos, in the National Stadium Park, alongside Pmela Rosa, who took Silver in the same category. Lucas Rabelo won in men’s street and Raicca Ventura won Silver in skate park. Augusto Akio obtained the same result in the men’s category.
Athletes’ performance attracts fans and brands. Brazil has gained 20 million skateboarding fans since 2019, according to a survey by 213 Sports carried out by Ibope Repucom with two thousand online respondents. The data represents 110.5 million internet users over the age of 18 in the five geographic regions.
The Tokyo 2021 Olympic Games, when Rayssa returned with a Silver, helped make skateboarding take a leap forward in terms of audience. Rayssa still holds the Street League Skateboarding (SLS) world title, won last year. Fadinha’s charm contributed to forming a contingent that today totals more than 47 million fans and 5.5 million practitioners in Brazil.
The Olympic Committee was very assertive in the decision to include skateboarding in the Olympic Games program from Tokyo 2021 onwards. The rejuvenation that the sport brought was demonstrated on the podium. Momiji Nishiya won Gold at 13 years old, Rayssa Leal won Silver at 13 years old, and Funa Nakayama won Bronze at 14 years old. This attracts a new generation of enthusiasts, says Pedro Dau de Mesquita, co-CEO and commercial director of 213 Sports, V3A’s sports vertical, responsible for the development and promotion of Street League Skateboarding in Brazil through the SLS Super Crown World Championship , SLS Select Series and other league businesses in the country.
Companionship, equality and respect are among the main attributes of one of the most democratic and inclusive forms of sport. Skateboarding is a sport, a lifestyle and a passion. It breathes urbanity and does not compromise on its values, which are fundamental to the community, and a point of attention for brands, says Mesquita. Companies that support skateboarding guarantee loyalty (57%) and increased sales (67%), with average spending higher than that of the population in all sporting goods consumption scenarios.
Advertising
More receptive to advertising, fans are willing (65%) to try sponsor items and services for the first time. Volkswagen, Fiat and Chevrolet are the car brands most present among skateboarding fans. In retail, Lojas Americanas, Magazine Luiza, C&A and Casas Bahia stand out. Dorflex, Tylenol, Benegrip, Novalgina and Neosaldina are the over-the-counter medications most consumed by this public.
According to the survey, 81.8 million Brazilians are interested in skateboarding, which is equivalent to 74% of those interviewed. Sneakerhead culture (74%), urban art (51%), streetwear (56%) and street dance (62%) are the topics of interest. Skateboarding is a sport that celebrates the subjectivity and history of athletes. Opportunities are not just in victories, but in everyone’s entire preparation cycle and lifestyle. This characteristic offers unique opportunities for brands to work legitimately with athletes who represent their values, explains Mesquita, who cites the example of Rayssa.
Read the full article in the October 30, 2023 edition
