2024-04-25 18:35:03
Ana Beatriz Oliveira*
Brands strengthen Brazilian representation at the Paris 2024 Olympic Games
are arriving and the news arrives with it, from transmission, sponsors and even technology. This year, the Olympics will be held in Paris, from July 26th to August 11th. The opening ceremony will be on July 26th and will feature competitions in various sports.
And the first achievement of the Paris 2024 Olympic Games can now be considered accomplished. The Olympics will have the highest female participation in 100 years. In addition to the increase in competitors, the edition also has gender equality in the quotas for vacancies. According to the International Olympic Committee (IOC), the female group will represent 50% of the participating athletes, the highest figure since the event started to feature women.
Regarding broadcasting and sponsorships, we can already declare success. A
Globo
exclusive holder of the rights to the Olympic Games, announced some sponsors for coverage, such as: Ambev, Nivea, Piracanjuba and Claro, on open TV; and XP Investimentos, KTO and Netshoes on closed TV (Sportv, Globoplay, VIU).
A
CazéTV
it will also be one of the official broadcasters of the Games. The channel streamer
, produced by LiveMode, will broadcast 500 live hours of the event. The broadcast agreement was negotiated and closed directly with the IOC. Coverage will be provided from both Brazil and Paris.
Brands at the Olympics and support for Team Brazil
Brands are going full steam ahead with their sponsorships. Even at the beginning of 2024, the expectation was that the 2024 Olympics would have a record number of sponsors. In the case of Brazil, one of the reasons is the large team of influential athletes, in addition to the large commercial delivery, new modalities and visibility.
Check out some of the brands that are supporting the Olympic Games and their launches for the competition, especially those that support the Brazilian delegation.
Havaianas
Sponsored by the Brazilian Olympic Committee, the iconic flip-flops will be used by the delegation that will represent the country. The action reinforces the brand’s commitment to celebrating Brazil and Brazilianness around the world, in a moment of great celebration through sport, placing an icon that was born in Brazil and conquered the world on the feet of thousands of people.
The model chosen for the occasion was the classic Havaianas model with the Brazilian flag, in the colors of our beloved flag in three versions: white sole with white straps, blue sole with white straps and yellow sole with green straps; giving that very Brazilian face that can be recognized from afar.
adidas
adidas
launched uniforms and one of its largest collections of multi-sport footwear for athletes and sponsored committees. From classic sports such as running to new additions such as ‘breaking’, the footwear collection has been designed for athletes across 41 different disciplines, resulting in a launch of 49 footwear models, with over 20 of them being used by athletes who will compete this season. As for uniforms, the three-stripes brand features 86% of the clothing items created based on the principles of universal design, which ensure that they cater to athletes with and without disabilities.
While each adidas-sponsored country will feature a unique sign that resonates with the colors of its flag, the uniforms and sneakers will include fire-inspired emblems, a unifying set of stamps that symbolize the passion for sports shared by all athletes.
The products in the footwear line were designed specifically for the respective sports (Photo: Disclosure/ adidas)
Riachuelo
Riachuelo
sponsor of the Brazilian Olympic Committee and official fashion brand of Team Brasil, reinforces its trajectory of encouraging e-sport by producing the travel and opening ceremony uniforms, which will be used by all Brazilian athletes classified for the Paris Olympic Games.
The brand, together with COB and other partners, celebrated the countdown in an exclusive event that took place in Morro da Urca, in Rio de Janeiro. On the occasion, Riachuelo took the opportunity to share, first-hand, the sustainable and artisanal process of making the uniforms that were developed in Natal and in the semi-arid region of Rio Grande do Norte.
In addition to the presentation on stage, the brand brought its fashion essence to a fashion show starring Olympic athletes to honor the work of all the women who helped in this process. The Olympic swimming legation was present, as well as Lara Brito and Sheila Castro.
Made by and for Brazilians, the uniforms explore the country’s fauna and flora, and illustrate the strength of Brazilian biodiversity. The color palette of the t-shirts alludes to the Brazilian flag, with shades of green, blue and yellow present in most of the pieces. The modeling was specially designed to provide elegance, focusing on fine and, at the same time, modern cuts, which enhance the athletes’ features.
PUMA
A
PUMA
presented 17 new federation uniforms that will be worn by athletes at the Olympic Games. The reveal is part of a historic year in sport for the brand, and also in conjunction with the launch of the global ‘FOREVERCARFASTER, See The Game Like We Do’ campaign.
In addition to Brazil, the 17 uniforms include delegations from Bahamas, Barbados, Botswana, British Virgin Islands, Cuba, Grenada, Jamaica, New Zealand, Norway, Portugal, Qatar, Saint Lucia, Sweden, Switzerland, Trinidad and Tobago and Ukraine. After the Paris 2024 games, the brand will welcome Australia and South Africa, adding some of the world’s fastest athletes to its portfolio.
With roots in elite performance, the new uniforms are designed to evoke speed, with strategically placed cut lines to accentuate the athletes’ physique. They also feature thermoregulation technology that optimizes body temperature, allowing maximum performance. The complete line caters to various body types and will be offered to athletes in speed, distance, jumping and throwing events.
Azul
The COB and the
Azul
closed a sponsorship agreement, and the company becomes the official airline of Team Brazil for the Olympics. The objective of the partnership is for Azul to help promote the Games to reinforce the company’s connection with Brazil and Brazilians, valuing achievements and dreams. The contract includes actions that will seek to inspire, motivate and mobilize customers and also the company’s own employees.
One of the activations will make customers on Viracopos-Orly flights enjoy the Olympic Games in a different way. From June to August, Azul will resume its partnership with chef Claude Troisgros, who will create the lunch and dinner menu for Business and Economy Class passengers. The promise is that the menu will highlight Brazilian ingredients, prepared using classic French culinary techniques.
The announcement was made at a press conference and brought together athletes such as Alison dos Santos, Letícia Oro and Gustavo Bala Loka (Photo: Disclosure/COB)
PACKAGE
PACKAGE
, a pioneering brand specialized in thermal products, is COB’s new partner. The company will provide bottles for hydration during the Olympic Games.
In addition to offering thermal bottles and products for various occasions, the brand stands out for its commitment to sustainability, maintaining a production chain that respects the environment.
The partnership with COB is a reflection of PACCO’s values (Photo: Disclosure/PACCO)
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