Exclusive holder of the rights to the Paris Olympic Games on television, Globo has already guaranteed the presence of eight advertisers in its coverage. Ambev, Nivea, Piracanjuba and Claro will be sponsors of the Olympic Games broadcasts on open TV, a package that will also be delivered on ge.com, Globoplay and ViU.
XP Investimentos, KTO and Netshoes acquired quotas for the Olympics on pay TV, which includes SporTV, ge.com. Globoplay and VIU. In addition to these brands, Globo, through its communications area, informs that another quota has been sold. For now, however, the name of the sponsor has not been disclosed.
Brand contracts, however, are not the same. Ambev, Claro, Nivea and Piracanjuba signed agreements for open TV. This will guarantee them the following deliveries: vignette, brand at the opening of broadcasts and during commercial breaks (all of this on TV Globo), in addition to visibility on GE, Globoplay and actions on social media with ViU (Globo's digital social media unit ).
KTO, Netshoes and XP Investimentos, in turn, signed contracts for closed TV. These brands will be entitled to the following deliveries: vignette, brand at the beginning of broadcasts and during commercial breaks (all of this on Sportv), in addition to visibility on GE, Globoplay and actions on social media with ViU (Globo's digital social media unit).
Globo made six sponsorship quotas available on the market for advertisers interested in linking their brands to Olympic coverage on open TV, pay TV and digital platforms. Each of these sponsorship quotas, which includes the multiplatform package, had a value of R$67 million (US$ 13.5m) -list price.
On open TV, which promises to show 200 hours of live programming in addition to the opening and closing ceremonies, the isolated value of each sponsorship quota is R$59 million (US$ 12m). In the digital environment, coverage on portals and streaming costs R$5 million (US$ 1m) per quota. Finally, the social media hub, Viu, offers quotas worth R$2 million (US$ 400k).
Broadcasts will be made daily between 4am and 6:30pm, with a total of more than 200 hours on air, in the case of TV Globo, following Brazilian athletes. Another thousand hours will be broadcast on the four SporTV channels, apart from the Globoplay apparatus, which will bring together 45 extra official live signals from the games. More than 100 commentators participate in the coverage.
“We have already reached the same number of sponsors as the last Olympics and we are in advanced negotiations with more advertisers who want to join the project,” says Manzar Feres, director of integrated advertising businesses at Globo.
According to Joana Thimóteo, director of sporting events at Globo, the fact that Brazil does not have a men's football team in Paris is being compensated by the women's football team and other sports that mobilize the public, such as volleyball.
Source: GMB
