FIFA Soccer World Cup to attract US$ 3.6 billion in investment in media
DCI
The investments in media in Brazil resulting from the 2014 FIFA Soccer World CupTM will be of nearly R$ 6.51 billion (US$ 3.6 billion). Alone, it is the item that will require most resources, in an amount estimated at R$ 142.39 billion (US$ 79.1 billion) in investments in several areas, including those to be injected in the Brazilian economy, according to a study released by Ernst & Young in partnership with the Getulio Vargas Foundation (FGV), last week. Sectors involving media such as newspapers, magazines and disks should present an increase of R$ 693.8 million (US$ 385.4 million) in the GDP of the sector - or the equivalent to 3.25%, considering the GDP of the sector in 2010.
According to the analysis of the consulting firm, the valuation of the media spaces will result from the competition among advertisers for the visibility of the brands that are exposed, including internationally. An example is the FIFA Soccer World CupTM in Germany that generated growth of 5.1% in the earnings of the advertising sector of that country in 2006.