Santander () may not be the sponsor premium From the singer’s show Lady Gaga… But the image of the pop diva will surely be widely explored by the bank until the date of the presentation. In your account in Instagramthe logo of the financial institution gained a blue radius – makeup that Gaga frequently wore in the face, early in his career – and a description to leave any little monster Relieved: “I’m not devastated anymore”. The phrase alludes to a post by the artist in X When he had to cancel his show at Rock in Rio 2017, due to health problems, which he said he was devastated by the decision.
“This is just the beginning. We are starting a journey today that will last until the day of the show and continue later, ”said Guilherme Bernardes, head marketing of Santander Brasil to Infomoney.
When it brought Madonna to the sands of Copacabana last year, Itaú () not only made the singer their poster girl, but also headed numerous actions with customers, including a promotion that gave the chance to see the singer closely in a VIP area . For now, Santander Brasil does not confirm whether to join similar actions.
“What we can say is that we will have a lot of cool things for customers and not bank customers,” said Bibiana Berg, head of experiences and culture of the bank.
But the spokesmen of Santander Brazil, one of the sponsors of Gaga coming to Brazil, said they will have an area for 1,200 guests on the day of the show. “It is an area for relationship and some types of action. But the experience will not be limited to the event and will happen in the largest number of places we can be, ”said Bernardes.
Four -year contract
The coming of Lady Gaga to Brazil begins a period of four years of great shows on Copacabana Beach, produced by entertainment company Bonus Track. Santander has signed a contract to be the only bank to sponsor the next events of this calendar, which will always be held in May, along with Corona, Ambev’s beer brand.
Continues after advertising
“It’s a wonderful month for Rio de Janeiro, post-carnival, little rain,” says Bibiana. The next attractions will be chosen by Bonus Track, “a producer who has been on the market for over 40 years and has many connections worldwide,” said the superintendent.
Lady Gaga in Copacabana also enters the SMUSIC concert menu. Santander’s music platform was launched in 2023 signing partnerships with event producers and brought 13 artists to Brazil last year, including Bruno Mars, Mariah Carey e Iron Maiden. Now in 2025, I brought another pop diva, the Colombian Shakiraand the former vocalist of The Police, Sting.
“The Lady Gaga show is SMUSIC’s first movement in the first half of this year and much more is coming,” says Bernardes.
