By Arun Sudhaman

BRASILIA: Edelman and Brazilian partner agency FSB have clinched the lucrative PR assignment to manage Brazil’s sporting profile – which is set to rise dramatically as the country plays host to the Fifa World Cup and Olympic Games.

Edelman Significa and FSB secured the five-year global programme, worth $5.7m in fees annually, following a keenly-contested tender that featured eight other agencies. The duo will support Brazil’s Ministry of Sports (MoS) in 34 countries, including Brazil itself.

According to the tender, the MoS is looking for increased scope to face the varied comms demands that will come from hosting the 2014 World Cup, the 2016 Olympics and Paralympics, and the 2013 Confederation Cup.

In international terms, said Edelman Significa president Ronald Mincheff, this will involve positioning Brazil as a leading sports destination. The programme also includes a domestic component, focusing on the socioeconomic and cultural impact of the Olympics in Brazil.

Edelman and FSB will create a combined team to service business. It is the second major win for the partnership in a matter of months, after it emerged as one of the biggest winners from Brazil’s global tourism PR review in October 2010.

Edelman bolstered its Brazilian presence last year by buying brand marketing firm Significa.