NOC Brazil celebrates the top in the social networks ranking and the record of sponsors in the cycle
Brazil’s good results at the Paris 2024 Olympic Games were also reflected off the field. The Brazilian Olympic Committee (COB) ‘s objective of bringing Team Brazil athletes closer to Olympic sports fans has been fully met. With the addition of over 2.5 million new followers throughout the Games, the Brazilian Olympic Committee’s social networks end Paris 2024 with a gold medal and the top of the podium among all 205 National Olympic Committees. Another mark to be celebrated by the entity in the Olympic cycle is the growth of private sponsors: from 6 to 21.
In social networks, some figures reflect the public’s engagement with Brazilian participation in the Olympic Games. In addition to the arrival of new followers, Team Brazil’s channels grew by over 42%, with 1.1 billion impressions and more than 72 million engagements. The leading platform was Instagram, which surpassed the United States with over 3 million followers and climbed to the top of the podium as the most followed worldwide among the committees. There were about two million new fans during the 17 days of competition. It is worth noting that all this in social networks spoken in Portuguese.
Brazil ranks fourth in X. However, the account had the highest total growth (132 thousand) and engagement (6,9 million) during the Games.
Another COB communication platform that achieved significant results was the website. Completely remodeled for the Olympic Games, the platform received 300,000 unique users between July 17th and August 9th, demonstrating the portal’s reach and relevance to the public.
“The diffusion of the Olympic Movement is a pillar of ours, and we fight to make Olympic sport ever more popular. The best way we’ve found to do this is through digital engagement. The growth figures achieved on COB’s social networks are a source of pride to us”, celebrated Paulo Conde, COB’s Communication Director. “This attracts audiences, but also investments for the national sport,” Conde added.
Along with the rise of social media came new sponsors for Olympic sports. Currently, 21 private companies support COB. Two actions stood out, giving more visibility to the initiatives of the COB Marketing area for the Olympic Games.
The Brazil House was the meeting point for Brazilian fans. It turned Paris into a ball during the celebrations of Brazilian athletes’ medals under the command of Galvão Bueno, the space’s ambassador. The Brazil House hosted a series of sponsor activations, sports clinics, and concerts, among other activities. The venue also allowed public meetings with great idols of Olympic sport.
“We not only fully activated our sponsors but provided a connection between the fans and the athletes, which is our main concept, at the medal ceremonies,” said Gustavo Herbetta, COB’s Marketing Director.
At the same time, at Villa Lobos Park in São Paulo, COB promoted the Team Brazil Olympic Festival, the first official COB fan fest, with several attractions for Olympic sports fans. The Team Brazil Olympic Festival received about 20,000 people every weekend, vibrating for the achievements of Brazilian athletes in Paris. Throughout the Games, the two actions received over 300,000 visitors.
“Just as in the sports area, COB wants to impact the Brazilian population; in marketing, we also want to impact the nation and the fans. And, for the first time, we held a fan fest in Brazil, the largest fan fest outside the Olympic city, generating experiences and deliveries for sponsors,” Herbetta added.
