Menu
People and Pop Culture

Hangin' With... Rio 2016 Licensing & Retail Director Sylmara Multini

SYLMARA MULTINI is the director of licensing and retail for the Rio 2016 Olympic Games. Prior to joining Rio 2016, Multini worked for the Walt Disney Company and toymaker Mattel. As the head of Rio 2016’s licensing and retail, Multini oversees the development and distribution of Olympics-branded products and merchandise. With Rio 2016 halfway through completing its 65 licensing agreements and a mascot yet to be announced, Multini spoke to SBD Global about targeting the youth market and tapping in to the country’s “carioca spirit.”

On the impact of the FIFA World Cup in Brazil ...
Sylmara Multini
: It was a great learning opportunity for us. It is a privilege to observe such a mega event only two years before ours. One of the licensing decisions we made has been to focus on the independent retailers spread throughout Brazil. They have the potential to represent 80 percent of sales. Because [the events are] happening only in Rio and in the football cities, all Brazilians will be with their eyes on the Games.

On her previous work with Disney and Mattel ...
Multini
: The background in character licensing has helped us shape our mascot strategy and develop kids products, since this young public is one of the biggest public consumers in licensing products. ... We expect the mascots to take off virally. Social media will help them connect to the kids.

On the biggest marketing challenge of Rio 2016 ...
Multini
: Time is of essence. Engaging the Brazilians and the world early has been one of our biggest challenges.

On selecting licensees ...
Multini
: Two aspects are the most important when the licensing team choose a company. First is their capability of creating great products with design and the “carioca style.” The second would be an ample distribution to all kinds of stores all over the country, not only at the 150 Rio 2016 official stores.

On prospective bestsellers ...
Multini: [It is] hard to say at this point because we are still closing some deals. But the plush mascot will definitely be among our top sellers because of the appeal to children and adults.

On unique Rio 2016 products ...
Multini: Our apparel products carry a little fashion touch and they are full of the carioca spirit that will be unique to our games. Natives and tourists can buy our souvenirs and clothes with the carioca style which is so well known all over the world.  

On her favorite Olympic sport ...
Multini: Water polo. I just love this sport. I’m a real fan.

Hangin' With runs each Friday in SBD Global.

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2014/10/31/People-and-Pop-Culture/Hangin-With.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2014/10/31/People-and-Pop-Culture/Hangin-With.aspx

CLOSE