Lojas Americanas withdrew from sponsoring Big Brother Brasil 23. The action takes place after the latest news on the company’s financial situation, which revealed a deficit of more than 20 billion reais in the accounts. The situation has made the brand’s market value drop and generated greater complications.
Until then, Americanas was the biggest sponsor of the reality show, occupying the largest share of the program. It is worth mentioning that the measure was taken at the last minute in relation to the premiere of the program on television, which takes place tonight, January 16th.
Whoever occupies the space that used to belong to Americanas is one of its biggest competitors: Mercado Livre. The brand bought the so-called “Big Cota”, which includes several actions during the program in addition to advertisements during the reality show. Although the estimated value of the quota is R$ 100 million, official information on the amounts has not yet been disclosed.
Globo, the broadcaster responsible for the BBB for more than 20 years, released a press release commenting on what happened. In the text, the channel claims to understand the situation of Americanas, in addition to welcoming the new sponsors, highlighting the good relationship with both brands.
Americanas’ sponsorship of the BBB generated good results for the brand in terms of marketing and public attraction. The company registered a growth of 50% in accesses to the site last year, after related actions were presented on television.
Image: Rede Globo
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