When the world gets closer.

We help you see farther.

Sign up to our expressly international daily newsletter.

Sources

Does Rugby Have A Future In Soccer-Crazy Brazil?

Rugby is nowhere close to unseating soccer as Brazil’s national sport. But marketers say there’s potential for growth. In neighboring Argentina, soccer is also king. But fans support their beloved Pumas, the national rugby team.

A rugby match in Brazil
A rugby match in Brazil

*NEWSBITES

The Topper clothing company's new Brazilian catch phrase is a bit of an odd choice for a country where soccer is almost a religion: "Ai, eu sempre adorei o rubgy" -- Alas, I've always loved rugby. The phrase features prominently in a comic television commercial developed for Topper by the Talent marketing firm.

What was Topper thinking? Maybe that Brazilians, as passionate as they are for their "jogo bonito" (the beautiful game), as they call it, could start warming to rugby too. "We sponsor several rugby teams in Argentina and we wanted to try and help the sport grow in Brazil," says Germán Pipet, head of Topper's Brazil operations. By choosing to do marketing campaigns of this sort, "we're betting on the sport's growth potential," he said.

Topper could very well be on to something. In neighboring Argentina, another soccer-crazed country, the participation of Los Pumas – the national rugby team – in the Rugby World Cup in New Zealand tripled jersey sales worldwide. Los Pumas jerseys sell for nearly $100 a piece. Rugby balls featuring the team's logo go for about $60.

A report published in September by the international consulting firm Deloitte -- based on a survey of 700 participants -- showed that rugby has the greatest growth potential in Brazil in the coming years. Still, it may have to wait until after 2014: that's when the country hosts the World Cup. Of soccer.

Read the original story in Spanish

Photo - Henrique Yasuda

*Newsbites are digest items, not direct translations

You've reached your limit of free articles.

To read the full story, start your free trial today.

Get unlimited access. Cancel anytime.

Exclusive coverage from the world's top sources, in English for the first time.

Insights from the widest range of perspectives, languages and countries.

LGBTQ+ International: Russia’s Top LGBTQ+ Group Returns, Kenyan Star Fashion Designer Slain — And Other News

Kenyan fashion design and LGBTQ+ activist Edwin Chiloba, found dead this week.

Welcome to Worldcrunch’s LGBTQ+ International. We bring you up-to-speed each week on a topic you may follow closely at home, but can now see from different places and perspectives around the world. Discover the latest news on everything LGBTQ+ — from all corners of the planet. All in one smooth scroll!

Keep reading...Show less

You've reached your limit of free articles.

To read the full story, start your free trial today.

Get unlimited access. Cancel anytime.

Exclusive coverage from the world's top sources, in English for the first time.

Insights from the widest range of perspectives, languages and countries.

The latest