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Fuse launches Brazilian office in São Paulo

April 30, 2024

International Sport and Entertainment agency Fuse, part of Omnicom Media Group, has announced the launch of its new office in São Paulo led by Luiz Fiorese, Head of Fuse Brazil. The new office will further cement Fuse’s presence in the LatAm market, enabling it to capitalise on the region’s fastest growing sports sponsorship market.

Fiorese brings almost two decades of experience in advertising and sports marketing to the role. He has previously held the position of Marketing Director at São Paulo Futebol Clube, and most recently headed up the sports division at media agency Outpromo, OMG Brazil. Fiorese will report to Louise Johnson, CEO of Fuse, and Mauricio Gallian and Ricardo Franken, ​​Co-CEOs of OMG Brazil.

The new office officially opened with a strong roster of clients, including insurance company Ezze Seguros, gambling businesses, KTO and F12Bet, online sticker shop, Panini, Comite Olimpico Brasileiro (Brazilian Olympic Committee) payment e-wallet company, Pay 4 Fun and brewing business, Heineken.

The Brazil office will have a particular focus on partnership consultancy, rights consultancy, activation, and measurement and effectiveness across sports and entertainment. Alongside these services, Fuse Brazil will launch a rights holder sales and consultancy offering, Fuse Ignite, designed to power up rights holders’ sponsorship propositions.

The fast-expanding agency network is already home to a wealth of strategic and creative talent working across local offices across the globe. Most recently, Fuse launched in Spain, with Juli Ferre heading the business.

Fuse’s current international clients include PepsiCo, Nissan and Enterprise.

Fuse celebrated its new hub with a launch event and panel discussion at its new offices in São Paulo. The panel was made up of well-known Brazilian celebrities including legendary footballer Cafu, stock car champion, Gabriel Casagrande and YouTuber and Influencer Bruno Bock, discussing the ever-increasing crossover of sport, entertainment and popular culture. The event also featured an art battle challenge – a globally renowned event that has been revolutionising the way the public connects with art and artists in Brazil since 2014.

Commenting on the latest office launch, Louise Johnson, CEO at Fuse, said: “The momentum in sport in Brazil is very exciting and we’re very proud to be able to bring Fuse’s expertise in sports and entertainment to a new region. We are delighted to welcome Luiz into the Fuse global family, particularly at this pivotal time of growth for the market.”

Ricardo Franken, Co-CEO of OMG Brazil stated: “Fuse’s expansion into São Paulo marks a strategic milestone for our agency network in Brazil. With our new office, we’re poised to leverage the region’s vibrant sports sponsorship market, delivering unparalleled value to our clients and partners. This move underscores our commitment to driving innovation and excellence across the sports and entertainment landscape in Brazil and beyond”.

Luiz Fiorese, Head of Fuse Brazil, added: “Fuse is internationally renowned as a top sports marketing agency, and we are extremely proud to launch the brand in Brazil. It will allow us to significantly boost our offering to both clients and rights holders in the market and expand our client base in LatAm. The commercial sports market in Brazil is growing at a notable pace and with Fuse’s presence now in the region we are in a prime position to cater to this and deliver outstanding work.”

Following the launch event, Brazilian former professional footballer, Cafu said: “Fuse is an agency dedicated to shaping the future of global sports and entertainment – creating unforgettable experiences for brands, athletes and fans alike. I am very happy to have been part of Fuse’s launch in Brazil. It was a lovely evening and I want to congratulate the team and wish them all the best for the future.”

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