Oi, Havaianas, TikTok, 51 Ice, Localiza, Australian Gold and BFGoodrich reinforce their presence in the sport in the Brazilian stage of the Championship Tour
213 Sports, the sports vertical of the V3A Group, and the V3A agency, have seven activations of sponsoring brands in the Brazilian stage of the World Surf League Championship Tour, Oi Rio Pro: Oi, Havaianas, TikTok, 51 Ice, Localiza, Australian Gold and BFGoodrich
The event takes place between the 23rd and 30th of June, at Praia de Itaúna, in Saquarema, on the coast of Rio de Janeiro.
“More than just brand visibility, the actions are concerned with offering experiences capable of captivating surfing fans, from those who follow the competition on the sand, to those who follow it through social networks”, said Pedro Dau de Mesquita, co-founder and commercial director of 213 Sports.
See the activations being carried out at the event:
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Oi is the sponsor of the Brazil stage of the World Circuit and, in addition to offering connectivity services and the transmission of the Oi Rio Pro presented by corona, the brand has a 55 square meter stand where the public will enjoy an immersive experience using technology of augmented reality. In the action, participants will ride a wave and experience a surfer’s perspective.
Another attraction of the brand at the event is the real-time customization of the boards that will be delivered as trophies to the winners of the men’s and women’s competitions of the stage. The work will be carried out by the illustrator and designer Caró Lago and the plastic artist and graffiti artist Kajaman, immortalizing in the trophies the moments lived during the championship.
Havaianas
Havaianas has been sponsored by the WSL since 2019 and, this year, brought a “Surfable Store” to the event, which uses Dry Wave technology to provide the experience for visitors. In a ball pool that replicates the sway of the sea and on buoys in the characteristic Havaianas format, visitors will be able to experience the sensations of surfing without taking their feet off the sand.
The action will be recorded through instant content, which will be made available for download.
TikTok
TikTok signed a partnership to cover the WSL events in Brazil until 2023 and took to Saquarema a space dedicated to creating content for surfing. In the external area of the stand, athletes and spectators can enjoy an infrastructure with chairs, sarongs, nets and buoys for those who want to follow the championship with their feet in the sand.
The platform also debuts the #TikToknaAreia, a program organized in four centers (Studio, Areia, Access and Backstage) and which will cover everything that is happening in Saquarema during the competition, such as the results of the heats, interviews with the athletes, content from partner creators and a roundtable with an analysis of the rounds and performances of each surfer.
51 Ice
51 Ice presents the action “Oh if I were a surfstar – A WSL star day with 51 Ice”, where participants are interviewed just like WSL athletes and have to improvise a response of up to 1 minute.
After the action, participants can compete for exclusive prizes, the main one being the opportunity to enjoy Mirante 51 Ice, a lounge located on the second floor of the brand’s space and offering an exclusive view and tasting of the brand’s products.
BFGoodrich
BFGoodrich set up a booth inspired by traditional American garages, where visitors can recharge their cell phones and tablets, interact with pet influencers from the Surf Dog Family (Bono, Cacau, Malibu and Moqueca), compete for boards made by Brazilian surfer Rico de Souza and personalized live with exclusive arts by the saquaremense artist Avnil do Art.
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Localiza prepared an interactive stand, with several attractions for the public present, such as the participation of the artist Bruno Br., who put his art on boards that are part of a contest of the tourism content portal “Vai Por Mim”. Surfer Érica Prado is also present at the stand, presenting the Boletim Localiza, with 1-minute videos about the event’s curiosities.
The brand’s stand is made with 85% materials that can be recycled at the end of the event and, in addition, the public can check out the Bolt EV electric car on site and get to know the 100% electric Chevrolet model up close.
Australian Gold
Australian Gold set up a stand that has a lounge, showers and a rooftop with ambiance and slow motion camera for content production.
In addition, the place also has a gamefication roulette with distribution of gifts every day of the championship.
