Vivo, Kraft Heinz and Grupo Águia are also confirmed sponsors of the COB until 2028. In the cycle between the Tokyo 2020 and Paris 2024 Olympic Games, the number of sponsors of the entity increased from 13 to 21.
During the first week of the competitions in the French capital, the COB's Instagram account gained 1.6 million new followers, totaling 3 million and making Team Brazil's Instagram the most followed in the world. This growth reflects the growing engagement and international visibility of Brazilian athletes.
“Caixa's entry at the beginning of a new Olympic cycle reflects the success of the COB's work in maintaining the incentive for national sports, even outside of the Olympic periods,” says COB's marketing director, Gustavo Herbetta, to Valor.
Caixa Loterias has been a partner of the Brazilian Paralympic Committee (CPB) since 2003. According to Herbetta, the resources from this new partnership will be directed to high-performance sports, benefiting confederations and athletes through transfers from the COB.
During the Paris Olympics, Team Brazil won 10 medals — 2 gold, 3 silver and 5 bronze, a performance inferior to that of the Tokyo 2020 Olympics, when the country won 21 medals.
"By 2028, we will have 12 competitions to qualify athletes for the Olympic Games. The relationship between the investment and the results of Team Brazil is clear, and this partnership at the beginning of the cycle is crucial to guarantee the best performance of our athletes," emphasizes Herbetta.
The COB also expects to close new partnerships in segments such as retail and food, in addition to prospecting sponsors in the automaker and home appliance sectors after the departure of sponsors such as Toyota and Panasonic from the International Olympic Committee (IOC).
In the financial and betting sector, Caixa and Loterias Caixa have guaranteed exclusive sponsorship to the COB. For 2028, the committee's sponsorship quotas range from R$5 million (US$ 915,000) to R$30 million (US$ 5.5m).
Source: Valor
