---
title: "Brazil's Record-Breaking Presence at SXSW 2026: Over 40 Speakers and New Activations"
date: 2026-03-10
source: Meio & Mensagem
source_url: https://www.meioemensagem.com.br/sxsw/como-os-brasileiros-participarao-do-sxsw-2026
tags: [sxsw-2026, brazil, international-delegation, speakers, activations]
summary: Brazilian participation already surpasses 2025 numbers, with the delegation marking its presence through 40+ speakers and new activations including the debut of Casa Minas.
---

# Brazil's Record-Breaking Presence at SXSW 2026: Over 40 Speakers and New Activations

SXSW has been nearly mandatory for many Brazilians for a decade. This year, the festival's 40th edition will mark the celebration of ten years since the delegation that, last year, gathered 2,300 participants.

Organization data confirms the number has already been surpassed, but since badge sales remain open, it's still unknown whether the 2026 edition will break the 2024 record, when Austin received 2,500 Brazilians during the festival period.

## Largest International Delegation

Since 2025, SXSW has been working to maintain Brazil as the event's largest international delegation after the United States. The appointment of **Copastur as the official travel agency** is part of this ambition, in a movement that strengthens negotiating power with suppliers, partners, airlines, and accommodation.

Raphael Sacchetto, head of events at Copastur and Aquarela (the brand's brand experience agency), reports that throughout the package sales process, which began in September, there was concern about how the 2026 festival would be, given the lack of the Convention Center, closed for renovations.

> "We understand it's a change and the festival also understood this. The format change to apply the street festival returns to the traction of festivals in the first editions. There's a nostalgia factor in returning to a more democratized format."

The company hasn't disclosed the number of packages sold so far, but Sacchetto states demand was quite heated after the new year and especially after Carnival. **Approximately 500 Brazilians** are being served by Copastur, including badge sales, airfare, accommodation, travel insurance, and on-site services.

## Festival Sponsors

SXSW's sponsor lineup differs from last year. **Hospital Israelita Albert Einstein** and **Publicis Groupe Brasil** return to promote panels, while **Blue Management Institute** and **Diageo** — though multinational, will have a panel composed of Brazilians — make their debut. Names like O Boticário, CI&T, Embraer, and Unico don't appear on the sponsors list.

Latam sponsored the Innovation Awards in 2025, which ceases to exist in 2026, giving way to the Innovation Clubhouse. There, **Rio Grande do Sul** will sponsor the Productivity Zone coworking space and present a panel at NEXT Stage.

> "Our expectation is to actively participate in building the cultural agenda about the future of celebration," says Guilherme Martins, CMO of Diageo in Brazil, about participating in SXSW. "We want to learn, exchange, and provoke reflection. Innovation isn't just in product or technology; it's in reading behavior and the capacity to anticipate cultural movements."

## SP House and Casa Minas

**SP House** returns for another year with expanded programming, while **Casa Minas** makes its SXSW debut, representing the state of Minas Gerais with cultural programming and networking opportunities.

## Brazilian Speakers and Programming

The 2026 edition features **over 40 Brazilian speakers** across various tracks — the highest number in SXSW history. Brazilian representation spans innovation, creative economy, film, music, and technology panels.

On the first day, the **Brazil Creative Economy Meet Up** gathers communication, audiovisual, design, brand, and startup professionals in a space for exchange and collaboration.

## Key Takeaways

- **Participation already surpasses 2025** — potential to break the 2024 record of 2,500 attendees
- **Brazil remains largest international delegation** — second only to the United States
- **40+ Brazilian speakers** — record representation across all programming tracks
- **Copastur as official travel agency** — approximately 500 Brazilians served
- **Casa Minas debuts** — Minas Gerais joins São Paulo with dedicated activation space
- **New sponsor lineup** — Einstein and Publicis return; Blue Management Institute and Diageo debut
- **Rio Grande do Sul sponsors Innovation Clubhouse** — Productivity Zone coworking space

The Brazilian presence at SXSW 2026 reflects a decade of growing participation, transforming from observers to active protagonists in shaping the festival's conversations about creativity, innovation, and the future.