#NeymarPSG – The View From Brazil

Brazil is naturally buzzing about Paris St Germain’s swoop for Neymar. Even with the Brasileirão at full throttle and the Libertadores reaching its knockout stages, Brazilian football has had to share the spotlight with the latest in the #NeymarPSG news cycle.

The soap opera, as Brazilians call these long player negotiations, lit football afficionados (ie everybody!) and the media on fire. There is a consensus that PSG is paying an obscene amount of money. Fox Sports pointed out that Neymar’s world record price tag would buy every player in the Brasileirão’s top four clubs. And a UOL columnist highlighted that for the same money PSG could buy the other ten first choice players in Brazil’s national team.

Santos fans, however, couldn’t wait for the move to happen as they will receive a sell-on fee from Barca having previously sold Neymar to them in 2013!

Fans and the media have also been discussing Neymar’s motivations for leaving Barcelona.

Alongside, obviously, the money, most also agree that being the star at club level, as he is in the national team, and stepping out of Lionel Messi’s shadow, have played their part. It’s also assumed, in most people’s view, that this will give Neymar a better chance of winning the coveted Ballon D’Or.

As to Neymar’s image in Brazil, although he gets criticism from some for being spoiled and a bragger, he is still worshipped by most Brazilians, and if he maintains his on-field performances for the national team, his status as the country’s top sports icon won’t be affected, and may even increase - depending, in particular, on how Brazil performs in the 2018 World Cup. And as a PSG player Neymar’s exposure in Brazil will stay high, as the Champions League is shown free-to-air here.

Meanwhile Neymar’s move does inevitably impact Barcelona’s positioning in Brazil.

The long list of Brazilian stars that have worn the Barca shirt have helped make Barcelona Brazil’s most popular international club. How much Neymar’s exit will affect this is hard to predict, but will surely depend on the club’s recruitment of other Brazilian stars.

Meanwhile PSG will surely look to leverage Neymar and their other Brazilian players to sign Brazilian companies as sponsors.

Neymar’s father’s company, who together with the agent Wagner Ribeiro represent Neymar, are in pole position for this contract. They have previously represented Barca in Brazil, closing deals with local brands like Tenys Pé. And only this week, Centauro, the biggest sport apparel retailer in Brazil, announced an exclusive partnership with the club.

A new era of Neymarketing is about to begin.

by Guilherme Guimarães of Ativa Esporte, Synergy’s partner in Brazil

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