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May 20, 2011
MOMENTUM WORLDWIDE REINVENTS THE SPORTS MARKETING AGENCY MODEL AND LAUNCHES MOMENTUM SPORTS IN BRAZIL
Leading Global Agency Joins Forces with Sports Icon Fittipaldi to Connect Brands to Fans
(Sao Paulo/New York) May 20, 2011 – Momentum Worldwide has announced that it has launched Momentum Sports in Brazil. Leveraging its heritage as one of the leading sports marketing companies in the world, Momentum Sports has created a new vision for sports marketing – a modern approach that is completely fan-centric and activates on Momentum’s “Phygital™” positioning. With Sports Icon Emerson Fittipaldi, and some of the leading sports and event marketing experts in the world, Momentum Sports will strategically drive ground-breaking ideas for its clients and create programs built around the sports fan of today and tomorrow. Momentum Sports will use this fan connection to fuel brand perception and increase sales. This move builds upon Momentum Brazil’s enormous success. The agency is currently one of the top five in Brazil and grew 10% ahead of the market last year.
“The fans of today experience sports in a dramatically different way than they did years ago. And a new breed of fan deserves a new kind of agency,” said Momentum Worldwide CMO and Momentum Sports Co-Chairman Kevin McNulty. “This is a new world and fans must come first and be approached with a completely tailored multi-channeled marketing program that connects them to the game, athletes and brands in both the physical and digital worlds.”
“In 2016, two monumental events will take place: the city of Rio de Janeiro will stage the Olympics and the first generation of “digital natives” will turn 18. It is the perfect storm and Momentum Sports will tap into its research capabilities to launch understand how these passionate fans want to connect to the game. Our first research findings on fan behavior and interests will break in August. It will bring a new truth to how sports drives purchase behavior.” said Momentum Brazil’s President and Momentum Sports Co-Chairman Marcos “Mala” Lacerda.
Momentum Sports will be built on four pillars of expertise which includes brand knowledge, passion for sports, local market reputation in Brazil and global support from Momentum Worldwide and McCann Worldgroup offices around the world. The Momentum Sports team has vast knowledge and expertise in managing and activating programs for brands in every Olympic game since 1996 and multiple other iconic sporting events including: The U.S. Open, PGA, World Cup, NASCAR, Formula One and many others. In addition, the division will have a suite of sponsorship tools that allow brands to properly value their sponsorship and measure return on investment while tracking real results.
Momentum Sports, through its well-established connections with high-profile brands is already well-poised to play a leading role in serving the Brazilian marketing community. Momentum Sports will be led by four co-chairmen including: Momentum Worldwide CMO Kevin McNulty, Momentum Brazil’s President Marcos “Mala” Lacerda, WMcCann Worldgroup Latin America Creative Chairman Officer, Washington Olivetto and Global Sports Legend, two time Formula One World Champion, Indy car World Champion and two time Indy 500 winner Emerson Fittipaldi. The division will report up to Momentum Worldwide Chairman and CEO Chris Weil.
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“Emerson is the ideal sports legend to help us lead this new venture. He has the innate ability to connect to multi-generations of fans, across demographics and touchpoints, in an authentic and meaningful way,” said Lacerda. “He exemplifies Momentum Sports vision and philosophy and will serve as a guiding light as we partner with clients to reach consumers.”
"Emerson brings two features that marked his mythological career as a sportsman: the ability to accelerate at the right time and manage the result when necessary," said Olivetto.
Fittipaldi said: “I am very proud to be a part of the Momentum family. I have been working with Momentum Brazil for the last 16 months and have been impressed by their strategic vision, creativity and passion. It is an important time for Brazil across multiple sports and we are well prepared to cater to the needs of fans which is so important; because without them, sports simply could not exist.”
“From the moment Brazil was announced as the host country of the World Cup and the Olympics, the world’s biggest brands have begun to investigate how they will get involved in these historic sporting events,” said Weil. “This is Brazil’s shining moment. The opportunities in sports marketing is literally at a boiling point in this market. And we knew we wanted to be there at the forefront to represent our clients and how they will interact with the fans and consumers.”
Momentum Sport’s capabilities will include: sponsorship evaluation and negotiation, endorsements, licensing, merchandising, sponsorship activation, event marketing, brand communication, promotions and results analysis and measurement. With a passion for sports, the commitment to brand performance and the knowledge of and relationship with the sports industry, Momentum Sports has the brightest experts in brand communication disciplines, from planning and creation, to production and management. It is a unique offering that will join local Brazilian culture, behavior and management, with global structure, experience and resources, with programs designed to turn sports fans into brand fans.
ABOUT MOMENTUM WORLDWIDE
Momentum Worldwide is the first and only marketing agency for the Phygital™ world. We create ideas that extend brand engagement with consumers through the interplay of experiences in both the physical and digital spaces – in the Phygital™ space, where they live today. While the heritage of Momentum is built on live events and sponsorships, our expertise spans across the marketing spectrum and we are truly discipline agnostic. We collaborate globally to deliver our best Phygital™ solutions in over 50 countries for our partners including American Express, Anheuser-Busch InBev, Coca-Cola, Nestle, Microsoft, Kraft, William Grant & Sons and Subway.
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For further information contact: Adrienne Scordato at 212-367-4515