Sport Club Corinthians Paulista

Sport Club Corinthians Paulista
Turnaround Success Case
Corporate Restructuring
October 2014
Short-Bio
Luis Paulo Rosenberg Managing Partner
 Managing Director, Co-Founder and Partner at Rosenberg Partners since 2001 and
Rosenberg Associados since 1994;
 VP of Sport Club Corinthians since 2007 and Marketing Director from 2007 to 2012, leading
the club’s branding and turnaround cases;
 Consultative board member of financial institutions such as Citibank, Itaú-Unibanco, Banco
do Brasil, Deutsche Bank, Safra, BBVA, PanAmericano, Banco Votorantim, Banco Noroeste,
BNP Paribas, Chemical Bank, Chase Bank and Lloyds Bank;
 Advisor of the Brazilian Government in economic policy throughout the last seven
presidential mandates;
 Co-Founder and Partner at Linear Investimentos between 1993 and 1999;
 VP of Sharp from 1986 to 1987 and CEO at Grupo Lavra from 1984 to 1985;
 Superintendent of IPEA from 1979 to 1983;
 Bachelor of Economics at Universidade de São Paulo (USP). Ph.D. from Vanderbilt University.
Former professor at FGV, UnB and ITA.
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Section 1
Corinthians History
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Corinthians History
Founded in 1910 as a Non-Profit Organization
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Corinthians History
Born to honor the outstanding English team, in a Brazilian tour at the time: Corinthian
5
Corinthians History
More than 30 million fans
6
Section 2
The Downgrade Tragedy
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The Downgrade Tragedy
After years of reckless management the club falls to second division for the first time
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The Downgrade Tragedy
Political instability
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The Downgrade Tragedy
Fans rebellion
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The Downgrade Tragedy
Economic distress – three years of consecutive net loss
2005
2006
2007
-24,326
-23,264
0
-5.000
-10.000
-17,215
-15.000
-20.000
-25.000
-30.000
(R$ thousand) - Net Loss
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Section 3
Pillars of the Revolution
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Pillars of the Revolution
Institutional reform
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Pillars of the Revolution
Sound governance
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Pillars of the Revolution
Strategic investments in infrastructure
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Pillars of the Revolution
Rebranding
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Section 4
Cornerstones of Rebranding
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Cornerstones of Rebranding
Franchise - more than 130 official stores
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Cornerstones of Rebranding
Licensing - more than 6,5 thousand official products
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Cornerstones of Rebranding
Online platforms - more than 9 million followers and R$20 millions in annual sales
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Cornerstones of Rebranding
Recovering the history - 36 books
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Cornerstones of Rebranding
Recovering the history - 13 movies
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Section 5
Rapprochement with the Fan Base
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Rapprochement with the Fan Base
Marketing activations
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Rapprochement with the Fan Base
Loyalty & Membership Programs
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Rapprochement with the Fan Base
“Popular Republic Of Corinthians” - from the faithful, to the faithful, by the faithful
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Rapprochement with the Fan Base
Celebration of 100 years – more than 110 thousand fans came to the party
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Rapprochement with the Fan Base
Airport invasion - farewell Corinthians, next stop: Japan (FIFA 2012 Club World Cup)
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Rapprochement with the Fan Base
More than 35 thousand fans went to Japan for the FIFA 2012 Club World Cup title
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Section 6
Social & Environmental Engagement
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Social & Environmental Engagement
Social responsibility actions
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Social & Environmental Engagement
Environmental responsibility actions
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Section 7
Thinking Outside the Box
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Thinking Outside the Box
Corinthians official Polo team
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Thinking Outside the Box
Corinthians official racing squad
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Thinking Outside the Box
Phenomenon in black and white – The era of Ronaldo
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Thinking Outside the Box
Internationalization - The Chen Zhizhao case
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Section 8
Achievements
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Achievements
State, National, Continental and World Champions!
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Achievements
Host stadium of the FIFA World Cup 2014
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Achievements
Modern and efficient structural facilities
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Achievements
Five consecutive years of positive results
450,0
Net Revenue (R$ thousand)
400,0
350,0
300,0
250,0
200,0
150,0
90,9
151,1
177,7
62,9
2007
2008
2009
2010
100,0
50,0
0,0
230,8
2011
324,7
2012
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Achievements
Most valuable football brand - R$ 1,2 billion
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This is Corinthians
Thank you!
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Rosenberg Partners Consultores Empresariais Ltda.
Av. Brigadeiro Faria Lima, 1,309, 1st floor
01452 002 Jd. Paulistano São Paulo SP Brasil
t. 55 11 3665 4757 | rpartners.com.br