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Big Brother Brasil 23 hasn’t even started yet and there’s already serious retirement from Globo’s reality show team. But calm down, it wasn’t one of the 22 contestants asking to leave, but the biggest sponsor of the program, which debuts on January 16.
After announcing a deficit in the region of BRL 40 billion on the accounts of Americanas, yes, the ecommerce brand and physical stores, they decided to no longer sponsor the program and focus on internal issues. The company’s shares have fallen in the stock market and the price has plummeted in the past few hours, shattering the conglomerate’s image.
The announcement that the brand was leaving the list of sponsors was made this Friday (13th), on the eve of the premiere. According to a São Paulo State investigation, they owned the highest sponsorship quota for the program, valued at BRL 105 million, and had multiple views on and off the reality show during the three months that the BBB aired.
The vehicle also notes that several retail companies have entered a race for space in the attraction, which is expected to fetch more than R$1 billion, but Mercado Livre was ahead of the curve with the delivery and the contract would already have been signed. They even announced that they are official sponsors on social networks.
This will change the graphic identity of all activities already sponsored by Americanas, such as tastings and markets, to the new sponsor. Just as Mercado Livre’s commercial and advertising team must start the service to leave behind a strategy ready to take advantage of the boom.