The BRIC Project aims to be the most comprehensive study of the booming, young middle-class in the four biggest emerging markets, Brazil, Russia, India and China, collectively coined as BRIC. In these four leading, emerging markets, an astonishing amount of people are rising up from poverty to a new middle class. Roughly half of this populace is under the age of 30. Here, millions of young, educated consumers stand poised to lead tomorrow’s markets.

To talk about football is to talk about passion and 90 minutes are little compared to the dimension it has in Latin Americans’ young hearts. At least for the group of boys engaged in this cause, they talk about football all the time. They are always ready for the next game, always open to discuss moves and plays. Their lives are moved by this passion. At school, in the field, out with friends and during their leisure time football is always there.