Ep 713: Road to Rio: How Operators Score with World Cup Sponsorships

SBC continues its Road to Rio series ahead of SBC Summit Rio as SBC Media Manager Fernando Noodt is joined by SBC researcher Ana Maria Menezes and guest speaker Ricardo Peixoto, Country Manager for Brazil at SofaScore. Ricardo will be speaking at this year’s SBC Summit Rio on the panel Inside the Deal: The Game Behind Sports Sponsorship as they discuss how brands, data, and fan passion collide in the world of sports marketing ahead of the 2026 World Cup.

Tune in to today’s episode to find out:

• The Football Landscape: Brazil vs. Argentina: Explore the historic rivalry and generational perspectives on Brazil’s and Argentina’s prospects for the 2026 World Cup, from fan superstitions to expected quarterfinals and semifinals outcomes.
• Marketing Strategy: Cutting Through the Noise: Learn how brands can stand out during the World Cup, including the importance of emotional connection over ad spend and how different sectors navigate sponsorship challenges.
• The Intersection of Data and Emotion: Discover how statistics amplify fan passion, how data drives the “armchair expert” culture, and how fans obsessively prepare for tournaments using platforms like SofaScore.
• Gen Z and the TikTok Era:  Understand how brands engage younger audiences, the importance of quick, platform-specific messaging, and why FIFA’s partnership with TikTok is a long-term play.

If you’d like to hear more from our guest speaker, get your tickets now at SBC Events.
Ricardo will be talking on the panel from 14:00–14:40 BRT on Inside the Deal: The Game Behind Sports Sponsorship at Stage 3 – Marketing. Once fuelled by superstar endorsements and headline sports deals, sponsorships now play under stricter rules, where integrity, compliance, and authenticity are the new currency. As regulation reshapes the game, one question looms: how can licensed operators and sports organisations keep the passion alive while playing by the rules? The next era of sponsorships starts here.

Host: Fernando Noodt
Guests: Ana Maria Menezes & Ricardo Peixoto
Producer: Anaya McDonald
Editor: Anaya McDonald

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