Sports and foreign trade may seem disparate realms, but in the case of Brazil, they share a remarkable synergy that fuels economic growth and societal development. Brazil’s fervor for sports, particularly football, has deep cultural roots. However, this passion extends beyond the stadiums, influencing the country’s foreign trade landscape in intriguing ways.

Recent legislative strides have underscored the intersection of sports and foreign trade. The ongoing eliberation over Project Law 6525/19 marks a pivotal moment. Proposed by Deputy Luiz Lima and approved by the Chamber of Deputies’ Commission on Economic Development, Industry, Commerce, and Services in November 2022, this project seeks to grant exemptions from Import Tax and Industrialized Product Tax for sports equipment and materials destined for competitions, training, and the preparation of Brazilian athletes and teams.

The scope of these benefits encompasses the Olympics, Paralympics, Pan American Games, national championships, and global sporting events. The beneficiaries include the Brazilian Olympic Committee (COB), Brazilian Paralympic Committee (CPB), Brazilian Clubs Committee (CBC), and the Brazilian Paralympic Clubs Committee (CBCP), along with affiliated confederations and federations. The proposed tax incentives will apply to both imports and domestic acquisitions, within five years from the publication of the envisaged regulations.

Moreover, the project’s journey through legislative channels has seen thoughtful amendments. In June 2023, Deputy Diego Garcia, representing the Committee on Sports (CESPO), advocated for expanding the beneficiaries to include the Brazilian Paralympic Clubs Committee (CBCP). This vital amendment enriches the project’s vision by promoting a broader reach and inclusivity.

Importantly, these legislative strides are grounded in tangible trade data. In 2022, imports of articles and equipment for physical culture, gymnastics, or athletics to Brazil totaled approximately US$ 62,4 M. China and Hungary emerged as significant exporters in this category, with maritime transport serving as the primary mode of logistics.

Market Insights: Rising Demand for Sports Equipment in Brazil

It is important to consider that the landscape of sports and foreign trade in Brazil was highly influenced by the COVID-19 pandemic, especially during the period marked by intense social distancing restrictions. This scenario led to the emergence of a demand for sports equipment and materials, which directly impacted the demand for foreign products. As the population sought healthier and more active lifestyles to combat virus-related complications, a significant shift occurred in consumer behavior. This change was observed in the realm of sports equipment purchases, with a pronounced 35% growth in the acquisition of these items, as reported by Visa Consulting Analytics (VCA) in a study performed in the second quarter of 2021.

This upswing in demand not only indicated a heightened interest in fitness but also represented a strategic window for investment and market expansion. With a deeper understanding of the evolving sports market, businesses were able to cater to the growing need for high-quality sports equipment, further enhancing their competitive edge. The intertwining of sports enthusiasm and the burgeoning demand for sports equipment presents an ideal landscape for businesses seeking to make their mark.

Even after the communication performed by the World Health Organization on May 05 th, 2023 regarding the official end of the COVID-19 pandemic, the volume of sales extended across multiple categories of sports equipment remained expressive, albeit lower compared to the previous period. Technological articles, such as smart monitoring devices, gained traction as individuals sought more sophisticated ways to track and improve their exercise routines. At-home fitness equipment, like elastic bands and ropes, became a focal point for those adapting to the new normal of remote workouts. The expansion of these categories highlighted the versatility of the sports market and its ability to cater to diverse consumer preferences.

Emerging Trends in the Sports Market: August 2023 Insights

Fast-forwarding to August 2023, the Brazilian sports equipment market continues to evolve, adapting to changing consumer behaviors and preferences. Leading online marketplaces have unveiled intriguing insights into the most sought-after products, providing a snapshot of the market’s current pulse.

In platforms like Mercado Livre, a range of products has caught the attention of consumers. From nutritional supplements to intelligent activity-monitoring wristbands, the diversity of choices reflects the growing emphasis on holistic health management. The allure of convenience and effectiveness drives the popularity of items such as CrossFit jump ropes and elastic bands for home workouts.

Amazon, a global giant, echoes these trends with offerings like thermal relief bags post-physical activities, and kits of gym water bottles. The market’s response to products that enhance home workouts remains strong, as evidenced by the continued demand for elastic bands, jump ropes, and grip strengtheners. Magazine Luiza showcases the market’s diversity further, featuring specialized equipment like fishing reels and rods for sports fishing enthusiasts. This demonstrates how the sports market is not confined to traditional fitness gear alone but extends to diverse niches. Finally, Americanas adds to this narrative with its offerings, catering to outdoor sports and fitness enthusiasts with mountain bikes, steps for gyms, and boxing gloves.


The culmination of these trends showcases the adaptability and innovation present within the Brazilian sports equipment market, highlighting the symbiotic relationship between consumer preferences and industry offerings. Moreover, the dynamic between sports and foreign trade has profound implications for Brazil’s economic scenario. It reiterates the nation’s commitment to leveraging its passion for sports as a catalyst for economic growth and international engagement. The potential integration of tax incentives with the broader
spectrum of sports, including fitness academies, heralds a transformative phase in Brazil’s business landscape.

In summary, the intricate interplay between sports and foreign trade in Brazil highlights the country’s multifaceted approach to fostering development. As Brazil advances on the global stage, this harmonious coalescence of sports and commerce exemplifies its innovative spirit and unwavering commitment to propelling its economy forward. At Novatrade, we recognize the significance of this synergy and stand ready to assist businesses in navigating this dynamic landscape, ensuring that the convergence of sports and foreign trade yields mutually beneficial outcomes.

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