Sport
From The Report: Colombia 2014
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Colombia’s recent enhanced sports competitiveness at the international level is raising the sector’s commercial prospects. The government’s commitment to the promotion of sports is particularly visible in the budget allocated to Coldeportes, the body responsible for the promotion and management of sports resources, which increased from $167m in 2013 to $178m in the 2014 budget. The private sector is still relatively shy in this area. However, the success of the Colombian national football team at the Brazil 2014 World Cup seems to be raising the private sector’s interest. Colombia went from having a single sponsor in the late 1980s to becoming financed and promoted by large firms such as Bavaria, Movistar, Avianca and Pacific Rubiales. While the attention of the media and the general public remains focused on football, which also tops the rankings in terms of attracting sponsorships and investments, other sports have gradually begun increasing their profile within the country. This chapter contains an interview with Andrés Botero, Director, Administrative Department of Sport, Recreation, Physical Activity and Use of Free Time.

Articles from this Chapter

Overview

Public sector support boosts Colombia’s profile in international sports
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In recent years Colombia has become more competitive in sports, raising the possibility of increased commercial prospects and providing a boost to national pride. For example, at the 2011 Pan American Games, held in Guadalajara, Mexico, Colombia was ranked sixth, and placed second, after Brazil, at the South American Games held in Santiago, Chile, in March 2014. In 2012 Colombian athletes registered their best year in the history of the country, with the awarding of eight medals at the London Olympic…

Interview

OBG talks to Andrés Botero, Director, Administrative Department of Sport, Recreation, Physical Activity and Use of Free Time
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Interview:Andrés Botero What level of investment is needed to successfully stage all upcoming international sports events? ANDRES BOTERO: Colombia has recently received offers to host more than 90 international sporting events, while just 15 years ago the country had great difficulties in being granted even one. This illustrates how our international image has taken a substantial turn for the better over the past decade. Even though we do not currently have the budget to host all of these…

Analysis

Investments in Colombia’s national football team resulted in big gains
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The FIFA World Cup is a highly profitable global sporting event, and Brazil 2014 was particularly attractive for Colombia in terms of private investment. The Colombian national team reached the quarterfinals and climbed to the fourth spot in the FIFA ranking after 16 years without participating in a World Cup. This momentum has paid off and the team received the highest income from sponsorships in its history. Sponsorships The national team went from having only one sponsor in 1987 to 11 national…