As Brazil has grown to become the world's sixth-largest economy and is set to host the 2014 World Cup and 2016 Olympics, companies such as GM, HSBC, and PepsiCo want in--but they've been wise to go through consultant Lourenço Bustani, who explains how to touch this tricky market. The secret, he says: "Find the sweet spot between purpose and profit." A case study:
1. Sponsor a soccer tournament for kids from low-income families.
2. Build and fix skateboard ramps, and provide a free instructor at one.
3. Sponsor a surf school.
4. Sponsor hundreds of local marathon runners.
5. Operate eight neighborhood soccer fields, and train kids to play.