COB has the IOC as an inspiration in sponsorship program

The (Brazilian Olympic Committee) had the (International Olympic Committee) as when creating the Olympic Sponsorship Program. This is an initiative in the marketing area, led by the director, in which the Brazilian Committee will share with sports confederations the advertising funds.

In an interview with Poder360Manoela Penna explained what the program will look like. The manager used as an example a sponsorship that already exists, which is Caixa Econômica Federal with COB: $ 20 million per year. Here’s the division:

• 50% (R $ 10 million) – will be divided equally among the confederations of modalities that have been in the Olympic program for 2 years;
• 25% (R$ 5 million) – will be divided equally between the confederations that do not have a bank as a master sponsor. Example: A (Brazilian Volleyball Confederation) is sponsored by Banco do Brasil, so it does not enter the division;
• 25% (R $ 5 million) – The sponsor (in this case, the box) can choose up to 5 confederations to divide this value. According to Penna, in this case there will be a greater counterpart of the chosen entities: “Will have to have more activation, use of athletes”.

Penna reported that all entered the program. Caixa is the 1st company to participate in COB’s new sponsorship model. Contracts are valid until 2028, year of the United States.

In terms of advertising, Los Angeles will have an unprecedented factor: Naming Rights. For the first time in history, the arenas that will receive the disputes for the medals. There are at least two defined:

• Honda Center – You will receive the volleyball games;
• Comcast Squash Center – It will be the House of Squash, a modality that will make its Olympic debut in Los Angeles.

“From a marketing point of view, I’m curious about the news that are being proposed. We have arenas with Naming Rights now. They were Clean Venues, could not have a mark of anything. There is no brand in Olympic Games.said Penna.

2028

Projection of the Honda Center, which will receive the volleyball matches in 2028

Here are other topics cited by Manoela Penna and what she said:

• as 2025 fits the Olympic cycle – “It’s a year when they [atletas] If they allow the hand brake to pull, try new solutions, rise, surgery, they allow themselves to skip one competition or another. From next year, from a technical point of view, everyone starts to come to real because it starts to have ranking that is already worth”;
• expectations for the 2028 Olympics – “Today, we still don’t have a clarity [...] We had good worlds. Women’s volleyball made a good world. THE just won silver medal, we are 4 medals in boxing, surfing, yago [Dora] . We have a talent path that we look at, has the [Guilherme] which did not win swimming medal, but was 4th place. The rhythmic gymnastics with . We start to look at our sieve of possibilities, but that is what our sports director always speaks, Brazil is not a country that can make the target mistake. There are these medals, but they are, there is not much more than them. When you arrive at games, you need to cheer, no injury, the optimal conditions for the medals to be confirmed. It does not have a large scale replacement like China. Our challenge as an Olympic committee is to work this replacement ”;
• Objective of the current management of COB – “Transform Brazil, collaborate with the transformation of Brazil into a sports nation. What is a sports nation: a nation where people consume sports of all ways. We need to have a diversity of modalities. […] We want, together with the confederations and the public power, to really offer the sport more with more coverage and more regularity. Expand the offer ”;
• Novelty on Youtube – “We have the, that we will migrate to from October”. According to Penna, the change will be on October 18, a date that marks 1,000 days for the Los Angeles Olympics;
• Brazil as headquarters of future competitions – “2036 has many candidates, India is very visible, the cricket has entered the games now, is an indication. It is the last big market to explore. They are looking a lot at India and Arab countries. This is very complex, needs articulation. What is happening now is that Rio and Niterói are candidates for PAN of 2031.;
• COB & BRASILIA – “We have since January has a person in Brasilia, who maintain a relationship with parliamentarians and ministries. The 1st successful agenda was the Sports Incentive Law. Now we look at the issue of equipment taxation, importing sports supplies, which had an exemption in 2016, but was closed and this impacts the investment is done on sport. An athlete as a boat made for him. Artistic gymnastics, each edition of the Olympic Games chooses the equipment supplier. At the time we choose, we need to equip our gyms for compatible equipment training. Equipping athletes so that they have a better performance is already expensive, with taxation, more than double.

Luiza Moraes/COB – 2.ago.2024

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