Jose Hawilla: Establishing a Sports Marketing Firm

In 1980, the Traffic Group was founded by a former sports broadcaster who transformed into a businessman and an entrepreneur. Jose Hawilla, after establishing the Traffic Group, hoped that more people would develop an interest in watching different sports events, both locally and internationally. The Traffic Group is responsible for promoting local and international sporting events, and they have been one of the major partners of the Olympics and the World Cup which were held in Brazil back in 2016 and 2014, respectively. The multinational sports marketing conglomerate quickly became one of the most successful sports marketing firms in the history of Brazil. The brilliant business method that Jose Hawilla is proven to be effective, as the Traffic Group is now experiencing the fruits of his labor. The Traffic Group has acquired several smaller firms and companies which are operating in the same industry. Jose Hawilla wanted to make a monopoly of the sports marketing sector, which is why he is on the move to include all of their competitors into their business. The sporting events being held in Brazil has permissions from several broadcasting networks. It is essential so that the event can be broadcasted on TV. Jose Hawilla, on the other hand, has partnered with some of the most popular TV Stations in Latin America to promote the events and to gain more viewership for profit. Check out Wikipedia to see more.

The company has more than 40 years of history. The Traffic Group, since 1999, has acquired some smaller companies. It includes The Hicks, Muse, Tate & Furst Incorporated, and they have also purchased 49% of Mercosur by buying their shares. Jose Hawilla would not stop from purchasing just their rivals; he would also purchase some TV networks to promote the games. Through his effort, more people have become aware of the games being held in Brazil, and more people have paid their tickets to visit the country and experience the events itself. Visit traffic for more.

The efforts of Hawilla to promote sports in his home country were proven to be successful. Today, most Brazilians would love to watch a sporting event taking place in Brazil because of excessive marketing.

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It’s a New Model of Fast Food at Sweetgreen

Most legacy restaurants companies are looking up to Sweetgreen – a high-end salad chain restaurants. The restaurant has attracted the interests of many big-name investors like Steve Case, Daniel Boulud, and Danny Meyer. Learn more:


Sweetgreen is doing everything right regarding food. They are popular for providing healthy, local and organic options. Every day, diners flock at the restaurant’s 40 locations in long queues.


According to Nathaniel Ru, a co- CEO, the vision of the restaurant is to create a brand with an impact on the society. They want to provide their customers with better, healthy food. With that said, the provision of quality food is not the only factor that makes Sweetgreen successful.


The three Sweetgreen’s co-CEOs, who were also former classmates at Georgetown University, are tech pioneers. 30% of Sweetgreen transactions are done via their mobile app and website. The company is big on employing technology to boost their business processes. Learn more:


Another interesting factor about the restaurant is they don’t have a centralized corporate headquarters system. The company leaders believe in decentralizing the headcount.


Ru and his co-CEOs were not only college classmates; all their parents were entrepreneurs. The idea for the restaurant business was born when they observed that the Georgetown area did not have healthy eating places. They opened a restaurant in 2007 after college and knew it would succeed when it made it through the first winter break when students were away on vacation.


In a recent interview, Nathaniel revealed that he would read more books if he were to go back to his twenties. When it was time to scale the business, the trio knew they needed help. This meant allowing someone else to perform some of the roles they used to play singlehandedly. Letting go of their tasks was the hardest part of managing the company, according to Nathaniel.


The one leader Mr. Ru looks up to is the CEO of Under Armour – Kevin Plank. He admires what his company stands for.




About Nathaniel Ru

Nathaniel is a graduate of Georgetown University with a degree in Finance. Together with his two classmates, he started Sweetgreen, a prosperous restaurant operating in over 27 locations in the U.S.


In 2010, Nathaniel and his co-CEOs partnered again and started sweet life, a festival that grew to become the largest food and music event. It attracts more than 20,000 people and features high profile musicians, chefs, farmers and local Purveyors.


Like Sweetgreen, sweet life advocates for the health and well-being of the community. The event receives positive reviews from its attendees.