Omnicom Media Group’s sport and entertainment agency, Fuse, is opening a new office in São Paulo, Brazil, designed to further cement its presence in the LatAm market, enabling it to capitalise on the region’s fastest growing sports sponsorship market.
Fuse Brazil will be led by Luiz Fiorese, who brings almost two decades of experience in advertising and sports marketing to the role. He has previously held the position of marketing director at São Paulo Futebol Clube, and most recently headed up the sports division at media agency Outpromo, OMG Brazil.
Fiorese will report to Fuse chief executive Louise Johnson, and OMG Brazil co-CEOs Mauricio Gallian and Ricardo Franken.
The new office already has a strong roster of clients, including insurance company Ezze Seguros, gambling businesses KTO and F12Bet, online sticker shop Panini, Comite Olimpico Brasileiro (Brazilian Olympic Committee), payment e-wallet company Pay 4 Fun and brewing business Heineken.
The office will have a particular focus on partnership consultancy, rights consultancy, activation, and measurement and effectiveness across sports and entertainment. Alongside these services, Fuse Brazil will launch a rights holder sales and consultancy offering, Fuse Ignite, designed to power up rights holders’ sponsorship propositions.
The fast-expanding agency network is already home to a wealth of strategic and creative talent working across local offices across the globe. Most recently, Fuse launched in Spain, with Juli Ferre heading the business.
Fuse’s current international clients include PepsiCo, Nissan, and Enterprise.
Louise Johnson said: “The momentum in sport in Brazil is very exciting and we’re very proud to be able to bring Fuse’s expertise in sports and entertainment to a new region. We are delighted to welcome Luiz into the Fuse global family, particularly at this pivotal time of growth for the market.”
Ricardo Franken added: “Fuse’s expansion into São Paulo marks a strategic milestone for our agency network in Brazil. With our new office, we’re poised to leverage the region’s vibrant sports sponsorship market, delivering unparalleled value to our clients and partners. This move underscores our commitment to driving innovation and excellence across the sports and entertainment landscape in Brazil and beyond.”
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