O Grupo Globo captou cerca de R$ 500 milhões em investimento para patrocínio dos Jogos Olímpicos de Paris, que terão sua cerimônia de abertura realizada nesta sexta-feira (26 de julho de 2024). O montante foi calculado pelo setor publicitário considerando os planos de divulgação apresentados pela empresa de mídia. Ao todo, foram comercializadas 21 cotas para 19 marcas diferentes, garantindo inserções durante a transmissão dos eventos esportivos (com exceção da Petrobras e Samsung, que adquiriram 2 cotas cada).
A comercialização de cotas em 2024 ultrapassa a vendida nos Jogos de Tóquio (Japão), onde a emissora fechou a transmissão com 13 marcas em 17 cotas. Em 2024, 6 marcas garantiram cotas de patrocínio máster –que incluem destaque na programação da TV Globo e nos canais digitais do grupo: Claro; Corona (Ambev); Nivea; Piracanjuba; Banco do Brasil; Superbet. Outras 4 vão anunciar no canal pago de esportes SporTV: KTO; XP Investimentos; Netshoes; Samsung.
Além da Samsung, outras nove marcas também possuem cotas de participação nessa categoria, são elas: Zurich, P&G, Petrobras, Hellmann‘s, McCain, Suzano, Havaianas, Esportes da Sorte e Apple.
Em dezembro de 2023, a TV Globo ofereceu cotas no valor de R$ 67,5 milhões para cada anunciante, enquanto a SporTV ofereceu por R$ 33,5 milhões. É provável que as empresas patrocinadoras tenham fechado os contratos com algum tipo de desconto, estima-se um desconto médio de 20% para esses acordos. O mercado especula que a receita da emissora tenha ultrapassado os R$ 500 milhões.
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