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Archive for the 'Uncategorized' Category


Oct 16 2015

Brazil 2015: Day 3 (10/15/2015) – Rio 2016 the Brazilian Way

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By Westanna Carleton:

Day three of our Rio adventure consisted of all things Olympics 2016. The group had two fantastic meetings planned of the day, the first being with Rodrigo Tostes, the Chief Operating Officer of the 2016 Rio Olympic Committee. The Rio Olympic committee is in charge of planning and executing the games logistically within the city.

The anticipation of the Olympics in any city is always exciting; although, the excitement can also bring questions: Will the city host a successful Olympic games? Will the 2016 games be better than the 2012 Olympics in London? How will the city infrastructure stand against the influx of tourists? And finally, what will be the lasting impact of the games once they are completed? After spending two days traveling around the city of Rio and seeing what would be future venues for some of the events, the group was eager and determined to know the answers to these pertinent questions and many more. Luckily, we were met with an educational and interactive presentation.

IMG_20151015_114328979Mr. Tostes’ presentation was unique from the get-go, as he wanted to hear our questions and concerns before giving his formal presentation. Students took turns asking questions about topics surrounding Olympic preparations, legacy of the games and population concerns. Mr. Tostes was open with his answers, and projected a positive tone to the outlook of the Olympics from the Rio Olympic Committee. For some, this may have been a surprise as recent news reports and reactions from locals have not been of the same nature.

Mr. Tostes touched on three themes consistently throughout his presentation: development, culture, and fun. Development from the Olympic games is arguably the most controversial aspect as that is where the local controversy stems surrounding the Rio games. Mr. Tostes emphasized that the development and legacy will be a positive one. Traveling around the city, one can see the construction happening and the Rio Olympic committee says there is already an upgrade in infrastructure that should have occurred five years ago.

In addition, there will be a lasting boost to city pride and community unity from the games. Culture is a huge part of the Brazilian way of life and it is definitely unique and exciting, but it does not come without its quirks. Brazilians are not known for their punctuality, which was made clear to us before our arrivals and something we have witnessed first hand attempting to get “a conta, por favor” (the check, please) at a local restaurant. Although it may seem trivial when speaking about a meal, the punctuality or efficiency to get things done before the August 5, 2016 Opening Ceremonies is a real concern for the rest of the world. Rio is still very much in the middle of construction, attempting water purifications and transportation organization among other tasks for the games. Seeing it first hand in the last couple days does make one wonder if it will all be accomplished in time. Mr. Tostes fully acknowledged that punctuality may not be a priority for Brazilians in everyday life, but regarding the Olympics they will be ready. He stated that, “the Brazilian way does not mean less organization, it means more fun, but it will maintain the Brazilian spirit”. A good point was made that forcing the preparation committee in Rio to do it any other way than the Brazilian way would be a waste of time and very inefficient. It is also in Brazilian culture to have fun and celebrate, and those two aspects have kept the committee motivated and positive and according to them preparations are on track.

Clean, fit and fun is the internal message of the Rio games and the Rio Olympic Committee. Brazil, along with South America in general, is a place that is not necessarily well known; so in a way the games are an introduction and a way for people to become more familiar with this part of the world. Mr. Tortes, the Rio Olympic Committee and Rio are all proud to be Brazilian and are confident that they will put on a fantastic games. Speculations and doubts will continue to be made, but here in Rio that pride and the Brazilian way is something that will be emphasized in the last 10 months of preparations and will be carried through the 16 days of games next year.

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Oct 14 2015

Brazil 2015: Day 1 (10/13/2015) – NBA Brazil

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By Nick Booth:

Our cramped overnight flight from Atlanta landed safely in cloudy Rio de Janeiro just after 8 a.m. Tuesday morning, in what can only be described as a sleep-deprivation exercise. Every SIM student was excited to begin exploring the city after a day full of airports, endless waiting, and Chick Fil A.
coconut watersRio is quite unlike any other city on the planet. With its gorgeous beaches, towering mountains and tropical climate, Rio must be seen in person to believe. After a quick introductory meeting at the hotel, professor Jimmy Lynn led SIM students on a walk along Ipanema beach (complete with coconut water from real coconuts) and along Rio’s tree-filled streets to the Lagoa Rodrigo de Freitas, a picturesque lagoon carefully watched over by Christ the Redeemer on Corcovado Mountain.

After splitting up for lunch and getting some much-needed rest, SIM students had the pleasure of meeting with NBA Brazil’s Managing Director, Arnon de Mello. This is the biggest week of the year for him, as the NBA Global Game between the Orlando Magic and Flamengo is taking place this coming Saturday. In addition to putting on the biggest basketball game in Brazil, Rio will be hosting numerous basketball executives and big-time partners and activation events this weekend.

His talk began with an overview of Brazilian basketball. The NBA has only kept a permanent office in Brazil since 2012, and the country’s interest in basketball has waxed and waned over the years. Basketball is arguably Brazil’s second favorite sport, recently overtaking mixed martial arts according to Arnon. Brazil will have nine players on an NBA roster this season, the most the country has ever had. NBA Brazil also reached a deal in 2014 with the top Brazilian league (NBB) and has taken over much of the league’s marketing, advertising and licensing duties to further the development of basketball in Brazil.

Arnon de Mello - Brazil 2015The difficulty with promoting basketball in Brazil is that soccer is far and away the number one sport. NBA Brazil does great outreach work in the favelas, but with the recent economic downturn, programs have to be scaled back. One of the biggest issues is the lack of quality arenas, and Mr. de Mello says building stadiums is not high on the priority list as of now. He is more focused on building the game in Brazil from the ground up, growing the fan base, and inking partnership and licensing deals.

Arnon ‘s visit was a great way to start off the trip. The 2016 Olympics are going to be a big test for Brazilian basketball and for the development of the game in the future. Rio’s Olympic games have not garnered many positive headlines in the past few years, but in Arnon de Mello they have a strong and knowledgeable leader, a rarity in the Brazilian landscape and global sports as a whole. It was an honor for the SIM students to hear him speak.

We were also lucky to be graced by the presence of Georgetown alum and Rio resident, Ky Adderley. He gave students an idea of what it is like to live in Brazil, both positive and negative. If you think waiting in line at the DMV is bad, don’t let Ky tell you the story of how long it took for his daughter to obtain a Brazilian passport. You do not want to know.

Looking forward to tomorrow, SIM students will be traveling to Octagon Brazil headquarters, visiting Sugarloaf Mountain, and eating dinner at the renowned Brazilian steakhouse, Porcao. Stay tuned for more shenanigans.

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Oct 14 2014

Brazil 2014: Day 8 (10/13/2014)- A Dear Place in My Heart

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By: Charrelle Ragin

Wow, what an experience in Rio de Janeiro, Brazil! After returning to the states from Rio de Janeiro this morning, vivid images of the people are still running rampant through my mind. I’ve seen many pictures, and heard many stories surrounding the people of Brazil, but nothing could have prepared me for this amazing 7 day journey. After only a few hours in Brazil, it was obvious the locals were beautiful, vibrant, and full of energy; selling local goods on the streets, taking strolls on the beach, riding bikes, surfing, playing futbol, and/or working ….everyone seemed at peace and HAPPY! After 7 days in what I would deem “paradise”, it is easy to see why people are always smiling.

IMG_8166However, the children of Rio de Janeiro, Brazil hands down stole the show! I experienced one of the best moments of not only the trip but of my life during our visit to Sugarloaf Mountain; 6 young Brazilian girls (ages 12-14) caught me by surprise when they ran up to me screaming “BEAUTIFUL”! I was in a state of shock, and utter confusion because I couldn’t figure out why these lovely young ladies were so excited to see me (they were speaking in Portuguese); they stood in front of me with huge smiles, and continued to scream out “beautiful”. The young girls would politely ask me to take pictures (by using hand gestures with their phones); one by one they smiled as we posed for photos together… I then grabbed my phone, and asked Professor Lynn to also take a group picture of me and the girls. After all the initial excitement, the girls then taught me how to SAMBA (Brazilian dance); let’s just say I couldn’t keep up with their dance moves! Afterwards, Professor Lynn would interact with the young ladies; teaching them English, encouraging them to continue their education, and ultimately giving them a speech on how education could also lead them to Georgetown! My classmates looked on taking pictures and videos; many have called the experience with those 6 young girls at Sugarloaf their favorite moment on the trip. Although, those young girls think I made their day ….little do they know they made an everlasting impact on our entire group by touching us with their beautiful souls! October 8, 2014 will forever hold a dear place in my heart.

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Oct 12 2014

Brazil 2014: Day 5 (10/10/2014)- HSBC Arena

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By: Bradley Williams

Today, the SIM Brazil group attended the NBA Global Games preseason exhibition between the new-look Cleveland Cavaliers and the Lebron-less Miami Heat at Brazil’s HSBC Arena.  The Cavaliers vs. Heat game was the second NBA game held in Brazil at the HSBC Arena, the first game was the 2013 NBA Global Games exhibition between the Chicago Bulls and Washington Wizards.  The HSBC Arena, formally the Arena Olimpica do Rio (RioArena) is an indoor multi-purpose arena located in the region of Barra de Tijuca in Rio de Janeiro, Brazil hosted the basketball and gymnastics events of the 2007 Pan American Games and is the home of the Flamengo club basketball team.  Construction of the arena was completed in July 2007, GL Events began managing the arena in December 2007 and in March 2008 the arena was given its current name as part of a naming rights agreement with HSBC bank.

As the bus arrived to the arena, first impressions of the outside of the building and neighborhood were impressive for Brazilian standards.  Although, there was construction going on outside the arena for two new Olympic venues directly across the street were several new high rise apartment building and condos.  The ongoing construction did cause the traffic to be congested outside the arena, and without traffic control it was miserable.  As the group proceeded to the turnstiles to enter the arena we initially had trouble navigating the hundreds of fans waiting in line to get into the game.  The crowd management and directional signage were minimal and somewhat confusion (mainly because of the language barrier).  Once through the ticket/checkpoint, it was time to tour the arena with our legendary facilities manager guru Dean Goldwater.  As we began walking through the first level concourse, there were obvious and noticeable difference from the typical NBA arena in the US.  The observations are below:

  • Narrow concourses, low ceiling and dim lighting.
  • Only three permanent food/beverage stations and another 3 temporary concession stands.
  • Arena walls were empty – minimal sponsor, advertisement and directional signage.
  • Only 2 merchandise stands for the thousands of Brazilian fans looking to buy NBA apparel.

Once inside the body of the arena, there were even more obvious difference between the HSBC arena and the typical NBA.

  • The scoreboard video quality was something from the late 1980’s, four 70in screens which had standard definition display.
  • The scoreboard was reminiscent high school score, which was a temporary structure setup in the seated section of on the first concourse.
  • No premium seating sections or luxury suites with the typical amenities available at NBA arenas.

After attending the game and touring the arena I identified multiple opportunities to monetize the arena and enhance the fan experience, strategies that have benefited all major professional sports facilities in the US from concourse entertainment and interactive zones, competitions, team stores selling merchandise and sports memorabilia, sponsor activations, wifi/internet access point, variety of concessions selections (Tex-Mex, Italian), parking and traffic control and sports bars/lounges.

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May 28 2014

Amazement Awaits

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Omari Faulkner (@ostreet3)  By: Omari Faulkner, Adjunct Professor- Georgetown Univetrsity School of Continuing Studies Sports Industry Management

Today as members of the human race, we mourn the loss of an award-winning author, civil rights activist, professor, and an inspirational leader, Dr. Maya Angelou.  Dr. Angelou, a beloved poet had (and always will) the influence to motivate students, civil rights leaders, executives, athletes, parents, etc. and at the 2008 Beijing Olympics, she inspired millions across the globe with her poem “Amazement Awaits”.  In this masterful work of art, Maya Angelou delivers a powerful message that reminds us that we are all amazing and together, we can accomplish all.

Here are the words to “Amazement Awaits”

Amazement Awaits
By Maya Angelou
Sheer amazement awaits
Amazement luxuriant in promise
Abundant in wonder
Our beautiful children arrive at this Universal stadium
They have bathed in the waters of the world
And carry the soft silt of the Amazon, the Nile,
The Danube, the Rhine, the Yangtze and the Mississippi
In the palms of their right hands.
A wild tiger nestles in each armpit
And a meadowlark perches on each shoulder.
We, the world audience, stand, arms akimbo,
Longing for the passion of the animal
And the melody of the lark
The tigers passion attend the opening bells,
The birds sing of the amazement which awaits.
The miracle of joy that comes out of the gathering of our best, bringing their best,
Displaying the splendor of their bodies and the radiance of their agile minds to the cosmos.
Encouragement to those other youth caught in the maws of poverty,
Crippled by the terror of ignorance.
They say Brothers and Sisters, Yes, try. Then try harder.
Lunge forward, press eagerly for release.
The amazement which awaits is for you.
We are here at the portal of the world we had wished for
At the lintel of the world we most need.
We are here roaring and singing.
We prove that we can not only make peace, we can bring it with us.
With respect for the world and its people,
We can compete passionately without hatred.
With respect for the world and its people,
We can take pride in the achievement of strangers.
With respect for the world and its people,
We can share openly in the success of friends.
Here then is the Amazement
Against the odds of impending war
In the mouth of bloody greed
Human grace and human spirit can still conquer.
Ah … We discover, we ourselves
Are the Amazement which awaits
We are ourselves Amazement.


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Apr 02 2014

Impact Required

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Omari Faulkner

Omari Faulkner (@ostreet3)

By: Omari Faulkner, Adjunct Professor –Georgetown University School of Continuing Studies Sports Industry Management

Today, now more than ever, consumers look to conduct business and support corporations that not only invest in the local communities, but also have a major impact in the environment in which they market their goods and services.  A good business is also a community member and a positive contributor to the global community.  In summary, consumers look for organizations to increasingly impact the communities in which they serve and act as a collaborating partner.

“Have an IMPACT, in all you do”, were my final closing words to an audience at the Sports Events Marketing Experience Conference (SEME) this past weekend.  Attendees traveled from 14 states and the local metro Washington D.C. area to hear from key leaders within the global sporting community, to network with their peers from other areas, and receive career development advice from industry executives.

I had the honor of moderating a panel focused on community relations and social impact within the global sports industry and while social responsibility and sports have seen improvements, there remains a continuous need for improvement, community engagement, and most of all, greater impact.  

SIM pic

Sport Culture, driven and sustained by basic fundamental principles -hard work, leadership, perseverance, and teamwork (just to name a few), are all principles that can lead to success within any field of study or career.  Therefore, it is essential that the sporting community continue to implement solid corporate social responsibility (CSR) practices within their organizations.  This is important because successful businesses understand that their community members and employees are just as important as stockholders and fans.  As a result, these organizations see results in long-term organizational sustainability while local community institutions benefit tremendously, leading to community development efforts.

Today, the sports community is becoming more and more aware of their impact on society.  As of recent, the Obama administration called upon athletes and sporting institutions to support and promote the rollout of the signature Affordable Care Act.  The Humpty Dumpty Institute, a New York based non-profit organization, globally recognized for its implementation of large-scale humanitarian projects has developed a Cultural Diplomacy portfolio and are utilizing the benefits of Sports to promote people-to-people connections.  At each level of their organization, they comprehend the importance of sport culture and its benefits to the global community.

Nelson Mandela once said, “Sport can create hope where once there was only despair.”  Community engagement and social responsibility within the sports industry can address and shepherd in finding solutions to some of the globe’s most pressing social and community issues.  To do so, every individual must be accountable to the community and strive daily to achieve impact where needed most.

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Mar 28 2014

SIM Program Alum Helps Create Team-Branded Beer

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Written By: Aaron McCollum

From the start of the organized sports era, there was beer.   Beginning as early as the late 1800’s, beer companies began to figure out the possibilities behind linking sports with their products.  In today’s world, some of the most visible sponsors between a corporation and a league are the alcohol partnerships.  One such partnership was created by Georgetown University SIM alumnus Andrew Minucci (’10) and the local craft brewery DC Brau.

“The idea came about pretty organically as we became aware DC Brau were fans of D.C. United through some promotions they were doing at the brewery,” said Minucci, who is the Marketing Manager for D.C. United.  “I gave their CEO Brandon Skall a call and the project kind of organically arose from that conversation.”

DC United Beer

What arose from that conversation was a D.C. United themed beer and a marketing promotion to let fans “brand the brew.”  After over 700 original names were submitted by fans, “The Tradition” was chosen as the name of the new brew.  It was initially released to just the club’s official bar partners, but the 1000 gallons of special release beer quickly sold out after two weeks.  Due to the immense popularity, Minucci and DC Brau met to discuss a second phase to the project: a team branded beer can.

As the first sports team-themed can of its kind, Minucci and D.C. United once again looked to the creativity of the fans for the winning design.  According to Minucci, over 1,300 fans voted for their favorite can design, and the beer is now available in bars and retail throughout Washington, D.C.

“The goal was to raise awareness of the beginning of our season to casual sports fans and craft beer drinkers across the city,” said Minucci.  “We have heard great feedback from our fans and been picked up by a number of national media outlets including Esquire magazine.”

DC United Beer #2

Each can of The Tradition includes the 2014 season schedule and a link to purchase tickets to the club’s matches.  The club is currently preparing for their annual “Have A Beer On Us” night in which fans can purchase a game ticket for $27 and have a free 12oz. cup of The Tradition.

Minucci and DC Brau may have started a tradition of their own.  On March 21, the Pittsburgh Pirates announced a multiyear partnership with Pittsburgh Brewing Company in which the brewer will produce Pirates-themed cans through this summer in the Pittsburgh area.  The Cincinnati Reds also announced the opening of an 85-foot-long bar at their stadium featuring national and local microbrewers.

Who knows what the next step will be in the process.  But as the craft beer trend continues to take hold in the sports industry, sports marketers such as Minucci are realizing the marketing possibilities which combine two highly visible industries.

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Aug 18 2013

The Return of the Premier League

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This weekend marked the return of the English Premier League, the most watched sports league in the world. The start of the 2013/14 season marks the first of a three-year deal NBC made with the Premier League for $250 million dollars, and the most noteworthy result from the weekend was Arsenal’s surprising 1-3 defeat to Aston Villa, with the Gunners being loudly booed at the end of the match. The overall message from fans to manager Arsene Wenger and Arsenal ownership was to spend some money, having only secured one signing this summer on a free transfer.

As is always the case, the transfer gossip dominates the start of the season, with several high-profile players potentially on the move. There is talk of England striker Wayne Rooney going to Chelsea (which was given further fuel considering Rooney’s lack of celebration during Man United’s goals this Saturday), Liverpool striker Luis Suarez going to Arsenal and Tottenham midfielder Gareth Bale heading to Spanish giants Real Madrid. Considering the potential transfer fee Tottenham are requesting (around 90 million british pounds), there seems to be no doubt that the role of money, foreign owners and player transfer demands are altering the landscape of English football-with the inclusion of cheaper foreign talent significantly affecting the talent pool for England’s national team. One bright side for me (being half English and half Belgian) is the overwhelming amount of Belgian talent on display throughout the Premier League, which bodes well for les Diables Rouges’ World Cup campaign in Brazil next year.


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Jun 14 2013

Brazil 2013: And that’s a wrap!

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By Alexander Bearman

During the SIM Sports Immersion trip in Brazil, students and instructors took the opportunity not only observe and experience the ins and outs of the country’s emerging sports industry but also the richness and vibrancy of it’s culture. Often characterized as the happiest people in the world, Brazilians are a fun-loving and jovial people who certainly know how to have a good time. SIM students took advantage of opportunities to sample decadent barbeque, visit the vibrant beaches of Rio di Janeiro, and dance at one of the country’s most historic samba clubs.

On the first leg of the trip in São Paulo, students were impressed by the vastness of the urban center. As the largest city in South America, and by some accounts, the fourth largest in the world, the business capital of Brazil offered a dizzying amount of options for nightlife and culture. Beyond taking in a soccer match at the city’s public stadium, a cultural experience in and of itself, SIM students navigated the city’s web of streets to find the most exciting and energetic neighborhoods. Along the way, students befriended many locals – at some point swapping business cards and Facebook information to ensure that the connections made last over time.

Evident to most was the friendly and welcoming nature of the Paulistas (the nickname of those hailing from São Paulo).

After what was a very rich three and half days in São Paulo, SIM students said goodbye to the city and their gracious tour guide Lee, who was provided by our chosen tour guide company Austral. On Wednesday morning the group boarded a short 45-minute flight for Rio Di Janeiro, transferring upon arrival to their hotel just blocks from the glorious Ipanema beach. Thanks to Professor Jimmy Lynn, a frequent visitor to Rio, the SIM group was given a great introduction to the city and a helpful initial tour of the immediate neighborhood.

The beaches of Rio very much define the city. Brazilians flock to the seaside to top off their tans and play any number of beach sports such as volleyball, soccer, foot volleyball (no hands!)  and an interesting form of beach tennis. Cariocas (the affectionate tag for those hailing from Rio) are in perpetual motion. Physical fitness is an obvious priority for this beautiful people as they bike, run and work out on the public exercise equipment and jogging paths provided by the municipality.

With all this exercise, it is easy to build up an appetite, and when the Cariocas eat, they don’t hold back.  Thanks to the suggestion of Jimmy Lynn, the SIM group headed to local Brazilian steak house Porcão. After enjoying the national cocktail of Brazil- the caipirinha – a potent combination of lime, sugar and sugar cane rum, the meat started arriving at the table and once it did, it seemingly never stopped. SIM students enjoyed a dizzying array of beef cuts, sausages, and pork. At one point, your writer even sampled some chicken hearts, and, what can be said other than “it tastes just like chicken”!

Ultimately, and thanks to help from our attentive tour guides, some of the students were given a tour of the restaurant’s kitchen by the gracious staff.  What we witnessed was a unique form of barbeque unlike what we see and know in the US, with meats cooked rotisserie style over an open flame.  After many photos with our proud hosts for the evening, we returned to the table to share an amazing fact – 200 kilos of meat were put to the fire each night at Porcão. Sorry vegetarians!

After getting our fill of Brazil’s finest meats, we settled in for a number of days of productive meetings and tours. As our comfort levels and fascination with Rio grew we knew that our trip would not be complete without experiencing the final key component of Brazilian culture – music. This quest took us to the Lapa neighborhood on Friday – our final evening in Rio. In Lapa, we listened and danced to authentic samba music in the venerable club Rio Scenarium. Thanks to our wonderful host and tour guide Raqel, many of our fellow classmates learned all the proper moves and were keeping up with the Brazilians by the end! Yet again, it was obvious that Brazilians never stop moving.

While the focus of the 2013 SIM trip to Brazil was educational, the learning was not contained to a meeting room or lecture hall. Students and professors alike took the opportunity to immerse themselves in the richness of the Brazilian culture and form bonds with each other and the people they met.

As many of us move through the Georgetown program and seek professional advancement – either globally or in the United States – we have all grown thanks to this experience. As future sports executives, gaining critical insight into the professional sports climate abroad can only serve as a way of effectively measuring and understanding our industry domestically. Additionally, and as we continually observed and discussed, there exist many opportunities to grow the business of sports in Brazil and certainly other parts of the developing world.

While we collectively as a group worked hard to prepare for and focus on our many professionally engagements in country, we never stopped having fun and remaining curious.  Engaging and excelling in business in a foreign country demands a level of cultural fluency that we all acquired during our week of travel with this SIM group.  Sitting on the beaches of Rio or dancing in one of their lively clubs will forever be part of our personal stories.

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Jun 11 2013

Brazil 2013: SIM Connections- Alum Alicia Klein

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By Kevin Warner

The legacy of Georgetown University runs deep in Brazil.  Each unique site visit or meeting this sports immersion class encountered was so incredulous.  For a week we sat around the conference room tables and questioned executives from: Interlagos F1, AEG, ESPN Brazil, RIO 2016 Olympic Committee, and the NBA.  After each meeting, upon boarding the bus we are stuck thinking not about the honor we just had, but rather how we can infuse their answers and teachings into our own lives, thus aiding our personal pursuit of a sports career.  Still, one can only wonder if a student from Georgetown University can reach the career heights these professionals have in Brazil.

We had been in Rio de Janeiro for a day and a half, and had experienced the difficulties of scheduling business meetings in Brazil, as just the day before CBF managing director Manoel Flores canceled last minute.  When the question of “How far can we bring ourselves in this industry?” was coming into our minds, we sat down with Georgetown SIM graduate and Golden Goal sponsorship director Alicia Klein.  The scene for our out-of-the-box but necessary meeting location was set in a “private” section of a local Rio restaurant, with music playing just loud enough that you needed to lean forward to hear the person sitting two seats away.  Alicia taught us how much weight the Georgetown insignia carries for its graduates.  Previously with the Brazilian Olympic Committee, she provided an overview of all things SIM and the sports industry in Brazil.

One of the biggest questions remains: Can the Brazilian sports industry emulate the revenue-generating sports models of the United States?  The question is especially relevant as the newly renovated Arena Fonte Nova roof collapsed soon after the construction was finished.  Alicia spoke about how the culture of the sports experience will need to change in Brazil, explaining that “once the fans understand the change the culture will follow suit.”  Our personal experience watching the Corinthians match on the first night provided the outline of that need for change.  In a country focused more on the quality of its athletes and less about the revenue a game can provide, it showed why Alicia focused repeatedly on the idea that “sport is supposed to be fun, but it is supposed to make money,” and it is the opportunity of revenue that was never known to be a possibility in Brazil.   With the World Cup and Olympics in hand, Brazil is on the cusp of a reinvented sports culture.


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