How Brands Can Help the Summer Olympics—and Brazil—Thrive Again

In this article by @adweek, Maria Laura Nicotero discusses three key themes she believes will allow brands to help both the Olympic games and the country of Brazil flourish. 

As the start of the 2016 Summer Olympics draws near, global anticipation is becoming viral. Considering 219.4 million Americans viewed the London 2012 Summer Olympics, this year’s games are bound to have an equally impressive viewership. With this global visibility comes a huge opportunity for consumer brands to get noticed. However, what many may not think about is how brands can positively impact the image of the Olympics host country, Brazil.

While the Olympic games have not gained the best PR in the past, particularly the Beijing 2008 Summer Olympics and the Sochi 2014 Winter Olympics, there are high hopes that brands will allow both the Olympic games and Brazil to thrive amidst recent economic and political turmoil.