{"id":467,"date":"2012-08-29T14:02:56","date_gmt":"2012-08-29T14:02:56","guid":{"rendered":"http:\/\/www.ativaesporte.com\/?p=521"},"modified":"2024-06-26T10:13:26","modified_gmt":"2024-06-26T10:13:26","slug":"lessons-from-london-2012-for-rio-2016","status":"publish","type":"post","link":"https:\/\/robertoveiga.com.br\/aaaaa\/en\/lessons-from-london-2012-for-rio-2016\/","title":{"rendered":"Lessons from London 2012 for Rio 2016"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Ativa Esporte has recently closed a\u00a0partnership with Synergy<\/a>, one of the most relevant sports marketing agencies in the world.\u00a0<\/strong>During London 2012 we contributed to Synergy\u00b4s blog posting the view from Brazil of the Olympics.<\/strong><\/p>\n

\n

This is the third and last post, originally\u00a0published on August 10th 2012<\/a>.<\/strong><\/p>\n

In the\u00a0London 2012 closing ceremony<\/a>, Brazil enjoyed the traditional\u00a0eight minutes accorded to the Games\u2019 next hosts\u00a0 to symbolise the handover from London to Rio and present the spirit of\u00a0Rio 2016<\/a>\u00a0to the world. It was a great show with some Brazilian music and sports stars, and the overall reaction was very positive.\u00a0Yes there were\u00a0clich\u00e9s like samba and carnival<\/a>, but they also created a great mix of Brazilian traditional and modern culture elements.<\/p>\n

\"\"<\/a>The spirit of the Rio Games evoked by Rio’s section in the London 2012 Olympics Closing Ceremony (Xinhua\/Photoshoot)<\/em><\/p>\n

Those\u00a0eight minutes marked the passage between the events, and now\u00a0the Olympic flag is\u00a0officially with Brazil<\/a>. For us it\u00b4s time to look to the past, London 2012, to create the future, Rio 2016. What can we learn from the results to use in the next four years?<\/p>\n

Brazil won\u00a0three gold medals as in\u00a0Beijing 2008<\/a>, along with\u00a0five silvers and\u00a0nine bronzes, a total of \u00a017,\u00a0two more than in Beijing. The women\u00b4s volleyball team, already national heroes,\u00a0won their second gold medal in a row<\/a>. But the other two gold medals were surprising, which created new Brazilian sports icons:\u00a0Sarah Menezes in judo<\/a>\u00a0and\u00a0Arthur Zanetti in gymnastics<\/a>.<\/p>\n

\"\"<\/a><\/div>\n
Sarah Menezes on the podium after taking judo gold for Brazil at London 2012<\/em><\/div>\n

The silvers and bronzes also created new Brazilian heroes.\u00a0Esquiva Falc\u00e3o<\/a>\u00a0and\u00a0Yamaguchi Falc\u00e3o<\/a>, two brothers, won silver and bronze in boxing, and\u00a0Adriana Ara\u00fajo<\/a>\u00a0took\u00a0bronze in the\u00a0women\u00b4s boxing. Those were the first medals in boxing since 1968 for the country.\u00a0Yane Marques\u2019 bronze medal<\/a>\u00a0in the\u00a0final event\u00a0of the Games\u00a0was another great surprise, as the modern pentathlon is virtually unknown here.<\/p>\n

On the other hand Brazil also had some disappointments. The biggest one was the\u00a0silver medal\u00a0in men\u00b4s football<\/a>. We had never won a gold medal in our most popular and successful sport and the expectations were very high. Silver tasted like iron. Swimming, sailing, equestrianism, athletics, and beach volleyball\u00a0all disappointed\u00a0too.\u00a0As a result,\u00a0the\u00a0government\u00a0announced\u00a0$700m of investment in\u00a0elite sport in the next 4 years with the ambition of achieving a top 10 place in Rio<\/a>.<\/p>\n

\"\"<\/a><\/em><\/div>\n
“Silver tasted like iron”. Brazil’s footballers are distraught after losing to Mexico in the London 2012 football final<\/em><\/div>\n

Back to marketing, there is a clear path for sponsors to look fondly to other Olympic sports, besides football. Other team sports, for cultural reasons, have an enormous potential. Volleyball is the second most popular sport. Basketball was big in the past and is rising again. Handball and rugby are growing fast. And our London 2012 medallists also point the way for brands to sponsor less traditional sports like gymnastics, boxing, and modern pentathlon. And finally there\u2019s acres of white space for companies prepared to embrace the unknown, and take ownership of sports that are almost non-existent in Brazil such as hockey and badminton.<\/p>\n

\"\"<\/a><\/p>\n

Be brave, Brand Brazil!<\/p>\n<\/div>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Ativa Esporte has recently closed a\u00a0partnership with Synergy, one of the most relevant sports marketing agencies in the world.\u00a0During London 2012 we contributed to Synergy\u00b4s blog posting the view from Brazil of the Olympics. This is the third and last post, originally\u00a0published on August 10th 2012. In the\u00a0London 2012 closing ceremony, Brazil enjoyed the traditional\u00a0eight […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

[et_pb_section fb_built=\"1\" _builder_version=\"4.16\" global_colors_info=\"{}\" theme_builder_area=\"post_content\"][et_pb_row _builder_version=\"4.16\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" global_colors_info=\"{}\" theme_builder_area=\"post_content\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\" theme_builder_area=\"post_content\"][et_pb_text _builder_version=\"4.16\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" global_colors_info=\"{}\" theme_builder_area=\"post_content\"]Ativa Esporte has recently closed a\u00a0partnership with Synergy<\/a>, one of the most relevant sports marketing agencies in the world.\u00a0<\/strong>During London 2012 we contributed to Synergy\u00b4s blog posting the view from Brazil of the Olympics.<\/strong><\/p>

This is the third and last post, originally\u00a0published on August 10th 2012<\/a>.<\/strong><\/p>

In the\u00a0London 2012 closing ceremony<\/a>, Brazil enjoyed the traditional\u00a0eight minutes accorded to the Games\u2019 next hosts\u00a0 to symbolise the handover from London to Rio and present the spirit of\u00a0Rio 2016<\/a>\u00a0to the world. It was a great show with some Brazilian music and sports stars, and the overall reaction was very positive.\u00a0Yes there were\u00a0clich\u00e9s like samba and carnival<\/a>, but they also created a great mix of Brazilian traditional and modern culture elements.<\/p>

\"\"<\/a>The spirit of the Rio Games evoked by Rio's section in the London 2012 Olympics Closing Ceremony (Xinhua\/Photoshoot)<\/em><\/p>

Those\u00a0eight minutes marked the passage between the events, and now\u00a0the Olympic flag is\u00a0officially with Brazil<\/a>. For us it\u00b4s time to look to the past, London 2012, to create the future, Rio 2016. What can we learn from the results to use in the next four years?<\/p>

Brazil won\u00a0three gold medals as in\u00a0Beijing 2008<\/a>, along with\u00a0five silvers and\u00a0nine bronzes, a total of \u00a017,\u00a0two more than in Beijing. The women\u00b4s volleyball team, already national heroes,\u00a0won their second gold medal in a row<\/a>. But the other two gold medals were surprising, which created new Brazilian sports icons:\u00a0Sarah Menezes in judo<\/a>\u00a0and\u00a0Arthur Zanetti in gymnastics<\/a>.<\/p>

\"\"<\/a><\/div>
Sarah Menezes on the podium after taking judo gold for Brazil at London 2012<\/em><\/div>

The silvers and bronzes also created new Brazilian heroes.\u00a0Esquiva Falc\u00e3o<\/a>\u00a0and\u00a0Yamaguchi Falc\u00e3o<\/a>, two brothers, won silver and bronze in boxing, and\u00a0Adriana Ara\u00fajo<\/a>\u00a0took\u00a0bronze in the\u00a0women\u00b4s boxing. Those were the first medals in boxing since 1968 for the country.\u00a0Yane Marques\u2019 bronze medal<\/a>\u00a0in the\u00a0final event\u00a0of the Games\u00a0was another great surprise, as the modern pentathlon is virtually unknown here.<\/p>

On the other hand Brazil also had some disappointments. The biggest one was the\u00a0silver medal\u00a0in men\u00b4s football<\/a>. We had never won a gold medal in our most popular and successful sport and the expectations were very high. Silver tasted like iron. Swimming, sailing, equestrianism, athletics, and beach volleyball\u00a0all disappointed\u00a0too.\u00a0As a result,\u00a0the\u00a0government\u00a0announced\u00a0$700m of investment in\u00a0elite sport in the next 4 years with the ambition of achieving a top 10 place in Rio<\/a>.<\/p>

\"\"<\/a><\/em><\/div>
\"Silver tasted like iron\". Brazil's footballers are distraught after losing to Mexico in the London 2012 football final<\/em><\/div>

Back to marketing, there is a clear path for sponsors to look fondly to other Olympic sports, besides football. Other team sports, for cultural reasons, have an enormous potential. Volleyball is the second most popular sport. Basketball was big in the past and is rising again. Handball and rugby are growing fast. And our London 2012 medallists also point the way for brands to sponsor less traditional sports like gymnastics, boxing, and modern pentathlon. And finally there\u2019s acres of white space for companies prepared to embrace the unknown, and take ownership of sports that are almost non-existent in Brazil such as hockey and badminton.<\/p>

\"\"<\/a><\/p>

Be brave, Brand Brazil!<\/p><\/div>

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[3343],"tags":[],"class_list":["post-467","post","type-post","status-publish","format-standard","hentry","category-ingles"],"yoast_head":"\nLessons from London 2012 for Rio 2016 - Ativa Esporte<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/robertoveiga.com.br\/aaaaa\/en\/lessons-from-london-2012-for-rio-2016\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lessons from London 2012 for Rio 2016 - Ativa Esporte\" \/>\n<meta property=\"og:description\" content=\"Ativa Esporte has recently closed a\u00a0partnership with Synergy, one of the most relevant sports marketing agencies in the world.\u00a0During London 2012 we contributed to Synergy\u00b4s blog posting the view from Brazil of the Olympics. 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