Strategies to Improve Branding in the Brazilian Market

MIAMI DOLPHINS X MSCG

OUR PROJECT OBJECTIVE

As a part of the NFL’s International Home Marketing Initiative, the Dolphins asked MSCG to provide research and actionable strategies to commercialize their brand and marketing in Brazil.

RESEARCH OUTLOOK

PHASE 1

Created a demographic and psychographic profile of Brazilian sports fans, utilizing data provided by the Dolphins. Used demographic research as a baseline to create cross-sport promotions that would appeal to the interests of Brazilian fans, leveraging sports like F1, tennis, and soccer, all of which have found a home at Hard Rock Stadium.

PHASE 2

Conducted a comprehensive analysis of Dolphins Brazil social media platform performance, then benchmarking with other successful NFL international accounts to ideate new digital content that would lift the Dolphins to top 5 in the league in terms of followers and engagement.

PHASE 3

Planned in-market activation strategies in Brazil, including watch parties and other cultural events to tap into excitement for the NFL. Leveraged current and potential Dolphins sponsors with strong markets in Brazil to involve them in the international expansion of the team. Cost-benefit analysis was completed to allocate resources within the predetermined budget.

FINAL RECOMMENDATIONS

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Social Media: The goal of tailored social media content is to launch the following of the Miami Dolphins Brazil Instagram and Twitter accounts into the top five out of all NFL teams’ international accounts. By incorporating content highlighting Brazilian traditions and educating on the sport of football, fans will be able to foster a connection with the team through their culture and engage further with the Dolphins’ digital efforts.

Cross-Sport Promotion: The aim of leveraging sports that Brazilian fans have expressed strong interest in is to utilize relationships with Brazilian teams and players to promote the Dolphins brand. The Miami Dolphins can collaborate with Brazilian tennis players at the Miami Open, Brazilian F1 and stock car drivers at F1 Miami and in Brazil, and Brazilian National Team soccer players as well as Inter Miami CF players through social media and on-site activations to expand their fan base in the country.

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Watch Parties: Through on-site watch parties, the Dolphins will be able to physically establish their brand in the Brazilian market and interact with fans face-to-face. By incorporating engaging activities during games, attendees can increase their identification with the Dolphins fandom.

Partner Involvement: The objective of working with current and potential Miami Dolphins partners is to capitalize on recognizable brands in Brazil to expose more consumers to the team. Integrating strategic partner activations digitally, at potential watch parties, and in other on-site formats will provide ample opportunities for Brazilians to interact with and learn about the Miami Dolphins team and values.

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TANGIBLE IMPACT

The Miami Dolphins held its first watch party in Brazil late in the 2023 season, exhibiting full implementation of MSCG’s recommendations for the team on-site.