Medley, Estácio, XP, Vivo, Riachuelo, Havaianas, Ajinomoto and Viação Águia Branca share strategies for the period
The 2024 Olympic Games will officially begin on July 26 with the opening ceremony, which will be hosted by Paris, France. An estimated 173 countries are expected to participate in competitions across a range of disciplines.
The Olympics represent an opportunity for brands to approach organizations such as the Brazilian Olympic Committee (COB) and support the institution or individual athletes, with the aim of uniting marketing strategies and connecting with the public, while encouraging high-performance sports.
“The Olympic Movement is based on a philosophy created over 100 years ago by Baron Pierre de Coubertin, called Olympism, which has five commandments that have never been so appropriate to society’s current agenda. The deep-rooted attributes, building the best through sport, seeking excellence, the Olympic values of friendship, respect, excellence, proving to us, advertisers, how much frequency makes a difference, because it is something that has been around for 100 years”, says Gustavo Herbetta, COB’s marketing director.
The COB has 20 sponsoring brands for the Paris Olympics. Medley, Estácio, XP, Vivo, Riachuelo, Havaianas, Ajinomoto and Viação Águia Branca are some of them.
Medley has already invested in sports through volleyball and motorsports teams, for example, and after being acquired by Sanofi, which led it to maintain international quality standards, it continues this tradition. Supporting the Paris Olympics is the company’s first experience in an event of global magnitude, and supporting the COB supports the brand’s strategy, which is based on the triad: mental health, sports and effectiveness. “We see sports as an attribute that has a strong connection with the brand, which is why we continue to support sports due to their relationship with high performance and health. For the 2023/2024 cycle, we are investing in the partnership with the COB, as Medley believes in transforming health by encouraging Olympic sports and their respective idols,” says Denise Mello, CMO of Medley.
The brand has been a partner of COB since 2023 and will continue until the end of 2024, with a series of activities together with Team Brazil, under the concept ‘Effective connection in everything you do’, uniting Brazil and France during the event.
In São Paulo, Medley will be present at the Olympic Festival, which will take place at Villa-Lobos Park. Between July 20 and August 11, the venue will change its name to Time Brasil Park, to celebrate the achievements of Brazilian athletes, which will take place in France, together with fans of the games. The venue is expected to receive more than 1.5 million people and will be a fanfest on Brazilian soil.
In Paris, starting on July 25, Medley will be at Casa Brasil participating in activations and events that are expected to impact 68,000 people. Through Play9’s ‘Paris é Brasa’ project, the brand will have a team of influencers who will be in the City of Light generating content and connecting with the athletes who will participate in the games.
Medley has developed a media plan, together with Publicis, which includes partnerships with media outlets such as UOL, Globo and Máquina do Esporte. In addition, since the beginning of 2023, as a reinforcement of its commitment to the topic of mental health and effectiveness, the brand has also announced individual sponsorship of Olympic athletes Alisson dos Santos (athletics), Ana Marcela Cunha (marathon swimming) and Rebeca Andrade (artistic gymnastics).
Read the full article in the edition of propmark of July 15, 2024
