RX Brazil restructures its sponsorship division for 2025

RX’s new positioning focuses on strengthening its relationship with advertising agencies

São Paulo, April 2025 – RX, one of the world’s largest corporate event organizers, hosted over 1,300,000 visitors and 8,000 exhibiting brands during its ten events in the 2023-2024 cycle. Building on this positive landscape and aiming to attract new brands while strengthening its ties with the advertising market, the company is restructuring its sponsorship division for the 2025 and 2026 events.

“This is a collaborative effort we’ve built together to improve communication and increase recognition among advertising agencies and large companies we’ve identified as potential event sponsors,” highlights Luciana Essencio, Experience Manager at RX Brazil.

Among RX’s portfolio are trade fairs that impact key sectors of the national economy. These include Feicon, serving the construction industry, which recorded a 4.3% growth in 2024 and ended the year with a GDP of BRL 359.523 billion, according to Brazil’s IBGE (National Statistics Bureau); Automec, focused on the automotive aftermarket sector, which moved nearly BRL 260 billion in 2024 per data from Anfavea (National Association of Vehicle Manufacturers); and Equipotel, catering to the hospitality industry, where Brazil's hotel sector achieved an average occupancy rate of 60.8% in urban hotels by the end of 2024, as reported in JLL’s “Hospitality in Numbers – Brazil 2024.”

“We are strengthening our sponsorship division to establish more strategic and innovative partnerships with agencies. Our goal is to collaborate on campaigns and initiatives that further inspire and connect with the trade fair audiences. Additionally, beyond the thousands of attendees visiting our events, many represent companies but are also potential consumers for brands beyond those exhibiting at the fairs,” Essencio emphasizes.

Reaching Consumers Beyond the Trade Show Floors

While brands connect with a significant number of potential customers over just a few event days, such as Feicon 2025’s 100,000+ attendees or Automec 2023’s 91,000 visitors, the audience engaged through the fairs’ official digital channels is even greater. During the last event cycle (2023/2024), the fairs’ websites recorded over 8 million users, with online reach being eight times higher than in-person attendance figures.

Customized Products and Experiences

Becoming a sponsor of an RX event provides brands with access to a wide variety of merchandising formats, encompassing over 120 products, approximately 40 of which are available online. “The company will experience a customer journey that includes digital tools and branding opportunities, in addition to in-person activation at the events. This includes everything from product testing to sponsoring lectures and participating in customized actions, such as the XXXX initiative at event XXXX,” Luciana explains.

Another example of a tailored initiative occurred during the XXX fair, where XXXX developed a unique experience in collaboration with RX.

“Based on market trends, we’ve observed that event participation is evolving. Companies and attendees are increasingly seeking distinctive initiatives. We are investing in restructuring our sponsorship division to provide sponsors with a more enriching and personalized experience. Our ultimate goal is to further strengthen partnerships, foster closer relationships with advertising agencies, and create mutual growth opportunities,” concludes RX’s spokesperson.