Destination branding, commercial sponsorship and the World Cup


In a bold move to protect the integrity of Brazil’s destination and country branding for the coming World Cup, EMBRATUR, Brazil’s DMO, together with other Government agencies, protested against the recent copy promoted by Adidas’ in its t-shirts sold in the US. According to the Guardian: "Embratur strongly repudiates the sale of products that link Brazil's image to sexual appeal.” (Source: The Guardian.)

File for discussion at DBM-V.

Without destination branding guidelines, private entities may inadvertently undermine official destination branding efforts.