David Blecken
Nov 4, 2016

Let them feel it: A Rio strategist’s view on effective Olympics sponsorship

Tokyo 2020: Sports fans don’t want to hear sponsors’ messages, but are open to experiencing what those brands are about.

Nissan's bungee jump in Rio (source: Momentum Worldwide)

In the final part of our Tokyo 2020 series looking back at brand activity at the Rio Olympics and forward to Tokyo 2020, we gain a perspective from the incumbent host country via Momentum Brazil’s sponsorship strategy director, Rodrigo Coelho. Campaign spoke to Coelho on his recent trip to Tokyo.

What is the most important thing that you learnt working with Nissan in Rio

The first thing I would say is that...

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