Brazil emerges as a key market for FIFA, international clubs and digital sports strategy

FIFA’s decision to open a permanent office in Rio de Janeiro, marks an important operational step in the preparation for the FIFA Women’s World Cup 2027. The new structure strengthens local coordination, accelerates decision making and places Brazil as a central hub for the delivery of the tournament.

This move comes in parallel with the global launch of the Women’s World Cup  brand in Rio, reinforcing a broader repositioning of the competition. The new identity reflects an expansion of FIFA’s commercial and communication strategy, with stronger focus on fan experience, digital platforms and international engagement. The tournament is being presented as a global property designed to connect with new audiences and markets beyond traditional football communication.

From a market perspective, Brazil continues to be seen as a relevant activation territory, particularly because of its scale, fan engagement and high digital consumption. This combination makes the country attractive not only for major tournaments, but also for international clubs looking to expand their presence through content, partnerships and brand experiences.

This context has already been translated into concrete projects. In São Paulo, content initiatives developed around RB Leipzig, in partnership with Red Bull Bragantino, focused on localized digital content, behind the scenes access and tailored storytelling formats for Brazilian audiences. Our objective was to build consistent brand presence through content and long term audience development.

In Rio de Janeiro, Bayer Leverkusen’s pre season Esquenta activations were designed around live experiences and fan engagement moments, combined with social and digital content production to extend their reach internationally. The city functioned as a platform for experiential marketing and international visibility, supporting the club’s positioning in the region.

Within this broader ecosystem, digital strategy and international content distribution have become central capabilities. Samba Digital reflects how Brazil is also positioning itself as an operational base for global sports communication. Despite the Brazilian name, Samba Digital operates internationally and supports clubs, leagues and rights holders with audience development, localized content and digital growth across multiple markets.

As FIFA expands its operational footprint in the country and international clubs increase their local activations, the convergence between major tournaments, digital content strategies and experiential projects reinforces Brazil’s role as a strategic platform for global football communication and brand expansion.