O Brazilian Olympic Committee (COB) announced a partnership with Meta until December 2028, a period that includes disputes between Paris 2024 Olympic Games and Los Angeles 2028, in addition to the Winter Games in Milan and Cortina d’Ampezzo 2026. Under the agreement, Facebook, Instagram, WhatsApp and Threads become the official platforms of Team Brasil.
The objective of the partnership is to expand the entity’s connection with sports fans, boost engagement and strengthen the relationship between the public and athletes.
The contract also guarantees that COB will have an official Team Brasil chatbot on WhatsApp, developed in partnership with Smarters. The idea is that it serves as a second screen for fans, with the aim of sharing updates and creating interactive experiences with Brazilian fans.
“We have a long-standing relationship with COB, but we are taking the partnership to another level now. We will have a series of actions involving the entire COB ecosystem, from athletes, partners, sponsors and creators, with the aim of bringing people even closer to sport through our applications. With a focus on creativity and connection, we will take advantage of the best attributes of each of Meta’s services in the best way to create experiences that are remarkable”, said Conrado Leister, vice-president and general director of Meta in Brazil.
According to the COB, the creation of quality content around Olympic sports is a key part of amplifying Team Brasil’s entire journey and increasing engagement with fans before, during and after the Olympic period. Therefore, the partnership will also feature a series of education, activation and engagement actions for athletes, COB partner content creators and committee sponsors. There will be workshops on best practices for using Meta’s platforms and Team Brasil’s augmented reality filters, as well as spaces within Casa Brasil, in Paris, and the Parque Time Brasil Olympic Festival, in São Paulo (SP), for exclusive relationship and engagement.
“We are very happy to reinforce this connection with Meta at this important moment in the Olympic cycle. The Paris 2024 Games are approaching, and we have a major communications operation planned. In addition to medals on the playing field, we want Brazil to also reach records in the digital environment. Therefore, the partnership with Meta is strategically fundamental for us to value Olympic sports, enabling the creation of a more intimate and lasting connection between the public and the athletes”, commented Rogério Sampaio, general director of COB.
The partnership will be reinforced with a new phase of Meta’s marketing campaign, ‘Tá na sua minha’, launched in September 2023 with the aim of telling real stories of Brazilians who have had their lives positively impacted by the company’s app ecosystem . In this new moment, the videos will give visibility to the journeys of Brazilian athletes towards Paris, highlighting their challenges and achievements in different sports and the role of Meta applications in these trajectories.
*With information from MKT Esportivo.
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