According to the ‘Map of Festivals: Panorama 2023’, there was a 138% growth in events in this category, with more than 300 festivals in the country
The year 2023 saw the resumption of events and, from what has already been observed in this almost half of the year, 2024 will be no different. The current scenario appears to be fertile ground for those who want to print and design their brands, as there is no shortage of options and, based on the calendar, they will not run out.
Of the most recent examples, Brazil closely followed Madonna’s arrival and show at Copacabana Beach, on May 4th, and, in addition to the official sponsors (Itaú and Heineken), many other companies also took advantage of the moment to be part of the conversations around the subject.
In the case of Heineken, for example, a survey carried out by Tunad showed that there was a 300% increase in searches for the brand and, according to the data, this increase is a reflection of the way in which these events can serve as catalysts for the consumption of products that are associated with that moment.
In addition, the brands also showed off their presence at Lollapalooza, for example, which featured more than 20 activations throughout the Interlagos Race Track this year. In fact, music festivals are a category of events that have been gaining more and more space on calendars and, according to data from the ‘Map of Festivals: Panorama 2023’, there has been a 138% growth in events in this universe. The study also showed that more than 300 festivals were held in Brazil in 2023.
And how can we talk about brand activations without talking about live marketing? With the return and growth of events last year, the ‘Brazilian Yearbook of Live Marketing’ indicated that the sector showed a growth of 16% compared to 2022, totaling R$100 billion in investments by companies and agencies that used live tools for building brands, products and services. This increase was reflected in the perceptions of companies in the market. “It is a considerable increase, especially if we consider the period we are experiencing during the pandemic. Sponsorship offers are increasing and the models presented are increasingly efficient for brands”, says Fernando Figueiredo, CEO of Bullet.
For Dream Factory, specifically, the volume of sponsoring brands increased by 22% from 2022 to 2023, resulting in growth
83% in financial volume and 53% in project volume in the same period, based on events that were encouraged at the federal and state levels of Rio de Janeiro.
Fabio Pacheco, director of creative strategy at Netza, completed the information by pointing out that the company has seen an increase in demand of around 30% in investment from brands, year on year, and the perception is that this should continue to grow with other major events arriving in Brazil, such as the 30th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP-30), which will take place in Belém, Pará, in 2025.
“This growth not only underlines the vitality of the market, but also highlights the need for continued innovation in sponsorship strategies to ensure they remain effective and relevant,” agreed Lutti Colautto, CEO of Lampada.ag.
Read the full article in the May 20, 2024 edition
