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Marketing and Sponsorship

Olympic Sponsors Pay Almost $200M To Back 2016 Rio Games' Torch Tour

Coca-Cola is joined by carmaker Nissan and Brazilian bank Bradesco "in supporting a tour through 250 towns and cities in South America’s most populous country," according to Tariq Panja of BLOOMBERG. Rio 2016 Marketing Head Renato Ciuchini said that the deals are worth "below" 500M reais ($194M) in total. Ciuchini: "We have a good combination. You have Bradesco, which is very strong in every city of Brazil, you have Coke, an international company with Olympic torch experience, and we have Nissan, a huge global conglomerate which is just a startup in Brazil." The torch’s arrival "is a significant part of the buildup" to the Games. The event in Rio will cost 37.6B reais ($14.6B), according to local organizers. Sponsorship consultant Synergy CEO Tim Crow: "It’s incredibly valuable because it brings that sort of indefinable Olympic magic if you get it right to the whole country." Former IOC Marketing Head Michael Payne said that the torch relay "is the single most sought-after marketing opportunity" of the Games. Coke Brazil VP Flavio Camelier, who's managing its Rio 2016 operation, said that for Coke, "the opportunity of going nationwide is one of the biggest assets of the Olympic program." He said, "It allows us to stretch time because we bring the Olympic Games prior actually to the Games themselves" (BLOOMBERG, 1/28).

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