2016 Summer Olympics - Marketing

2016 Summer Olympics marketing



The official emblem for the 2016 Summer Olympics was designed by the Brazilian agency Tatíl Design and unveiled on 31 December 2010, winning in a competition against 139 agencies.[1] The logo represents three figures joined at their arms and feet, with the overall shape reflecting that of Sugarloaf Mountain. The emblem was also designed to have a three-dimensional form, which designer Fred Gelli claimed made it the "first 3D logo in the history of the Olympics."

The logo has been noted as evoking Henri Matisse's painting Dance. There were also allegations by the Colorado-based Telluride Foundation that the logo had been plagiarised from its own. While also consisting of several figures linked in motion, the Telluride Foundation logo contains four figures. This is not the first time that the foundation had alleged plagiarism of its logo by a Brazilian event; in 2004, the linked figures element had been copied for the logo of Carnival celebrations in Salvador. Gelli defended the allegations, stating that the concept of figures linked in embrace was not inherently original as it was "an ancient reference" and "in the collective unconscious". Gelli cited Dance as an influence of the logo's concept, and stated that the designers had intentionally aimed to make the interpretation of the concept as dissimilar to others as possible.


The official slogan for the 2016 Summer Olympics was "A New World" (Portuguese: Um Mundo Novo). It was chosen to highlight the commitment of the Games organisers towards world peace, a united world, a better place to live, as well as a legacy for future generations through the hosting of the Olympic Games. This motto was chosen on account of the fact that this edition was the first to be held in South America.

A New World: Rio 2016 unveils official slogan for Olympic

Rio 2016 motto promotes the concepts of transformation through sport and changing the world for the better

The slogan was revealed to the world's media at a ceremony in Barra Olympic Park (Photo: Rio 2016)

The Rio 2016 organising committee has revealed the official slogan for the first Olympic and Paralympic Games in South America: “A New World”.

The motto and the accompanying manifesto were revealed in a special ceremony at Barra Olympic Park on the afternoon of Tuesday (14 June), 52 days from the start of the Rio 2016 Olympic Games.

Earlier in the day, the curtain was lifted on the designs of the medals for the Olympic and Paralympic Games.

Along with the Olympic torch, the medals and the mascots, the slogan plays a major part in creating the unique identity of each Olympic Games. For Rio 2016, the core values of the slogan and the manifesto are unity, respect for diversity and the will for change.

"It is what the Olympic movement is all about – changing the world for the better" said Thomas Bach, the president of the International Olympic Committee (IOC) at the event.

"Here in Rio you will make of it a great experience. Because there will be a Rio de Janeiro before the Games and another after, a new and better city. The future is for the youth of Brazil. See you in 52 days."

Olympic inspiration

Citius. Altius. Fortius. The famous Latin words of the Olympic motto, which mean "faster, higher and stronger," serve as a starting point for the creation of slogans and manifestos for each edition of the Games.

Four years ago, London 2012 used the phrase “Inspire a generation” to bring the message of the Games to young people. At Beijing 2008, the message was one of unity in the phrase “One world, one dream." In 2004, Athens celebrated the return of the Games to Greece with the simple slogan: "Welcome home."

"Our legacy is the desire for a better world," Rio 2016 brand director Beth Lula said. "The slogan is the brand's promise to society. We live in a world that is undergoing huge transformations. At Rio 2016 we want to create a better world and leave this as a legacy to the generations to come."

Look of the Games


The official mascots of the 2016 Summer Olympics and Paralympics were unveiled on 24 November 2014. They were created by Sao Paulo-based animation company Birdo. The Olympic mascot Vinicius, named after musician Vinicius de Moraes, represents Brazilian wildlife and carries design traits of cats, monkeys, and birds. According to their fictional backgrounds, the mascots "were both born from the joy of Brazilians after it was announced that Rio would host the Games." Brand director Beth Lula stated that the mascots were intended to reflect the diversity of Brazil's culture and people. The names of the mascots were determined by a public vote whose results were announced on 14 December 2014; the names, which reference the co-writers of the song "The Girl from Ipanema", won over two other sets of names, tallying 44 percent of 323,327 votes. At the Olympic wrestling events, coaches were given plush dolls of Vinicius to throw into the ring when they wished to challenge a referee's call.


From the cacophony of noise produced by passionate fans in iconic venues such as the Maracanã, the Maracanãzinho and the Copacabana Beach Volleyball Arena, to the huge crowds of people who gathered in the Olympic Park each day, the Olympic Games Rio 2016 never failed to deliver the carnival atmosphere that the Brazilian city is famed for.The Rio 2016 Ticketing Programme was designed to allow as many people as possible to enjoy the Olympic Games experience, with more than half of the tickets available for R$70 (about USD 22) or less, and the cheapest tickets costing just R$40 (about USD 13). A number of reduced price tickets were also available to senior citizens, students and people with a disability or reduced mobility.In total, the Rio 2016 Organising Committee sold 6.2 million tickets for the Games, raising R$1.140 billion (USD 321m) for the Rio 2016 operating budget and highlighting the desire of Olympic fans to watch the world’s greatest athletes in person


The Rio 2016 ticket sales programme was launched for the Brazilian public on 31 March 2015. Residents of Brazil were able to apply to buy tickets in two draws directly from the official Rio 2016 website (, first in March and August 2015, and then in October 2015, which was based on the principal of first come, first served.Within the first 24 hours of tickets going on sale, fans from across Brazil applied for 750,000 tickets, while more than 5.2 million requests had been made by the end of the first sales phase. The most sought-after tickets were for volleyball, followed by football and basketball, with the men’s volleyball final proving most popular. At that time, there were 220 applications for each ticket available for the big game. Following the two initial sales phases, further tickets were made available as seating plans in Olympic venues were finalised. From April 2016, new batches of tickets were released every Thursday, with the top-selling day – 21 July – seeing Olympic fans buy more than 100,000 tickets in less than four hours.Any remaining tickets were then made available at the ticket box offices located in the four competition zones, Rio city and the football host cities from June 2016 until the end of the Games


Fans outside Brazil were able to buy tickets from Authorised Ticket Resellers (ATRs), appointed by their country’s National Olympic Committee (NOC). From 1 June 2016, international spectators not residing in Brazil were also given the opportunity to buy tickets on the Rio 2016 ticketing website.


In October 2015, a ticket resale programme was launched to enable those who bought via the official Rio 2016 website to resell any tickets they could no longer use in a secure manner. The online service was the only official resale facility and aimed to ensure that unwanted tickets were resold to genuine fans at a fair price. As well as combating the illegal sale of tickets on the black market, the service provided new opportunities for fans to buy tickets for events that were no longer available.


Visa – In recognition of Visa’s long-standing support of the Olympic Games, Visa was the only card accepted at the Olympic Games Rio 2016 and the only card accepted in the ticket sales process for Brazilian residents. CTS Eventim – CTS Eventim was the exclusive Ticketing Services Provider for the Olympic Games Rio 2016. The company won the bid, based on technical expertise, to provide operational solutions for the ticketing programme, to help Rio 2016 Organising Committee provide a transparent ticket distribution system for the Games. LATAM Viagens – LATAM Viagens was the Supporter of the Olympic Games Rio 2016 Official TRIP Hospitality Programme, offering fans the chance to purchase a complete Olympic experience, including tickets for sporting events, hospitality passes, land transport services and more.

Licensing and Merchandising

With over 5,000 licensed Rio 2016 products on offer in the 132 official Rio 2016 stores and more than 40,000 authorised points of sale across Brazil, there was certainly no shortage of options for Olympic fans looking to find a special souvenir from the first Olympic Games to be held in South America.From pins and pens to towels and T-shirts, the Rio 2016 licensing programme featured a huge range of products to suit all tastes and budgets and proved to be a huge success, generating over R$1bn (over USD 300m) in retail sales to help support and promote the Olympic Games Rio 2016, while also showcasing the unique identity of the host city


The Rio 2016 Organising Committee agreed contracts with 59 licensed companies to provide official products for the Games, in categories such as apparel and footwear, sporting goods, household goods, accessories, stationery, souvenirs, toys and many others. Among the highlights were plush mascot toys, Havaianas flip-flops – which became the biggest sellers of the Games, with 2.5 million pairs sold – and Lego models of the Rio 2016 mascots, which were offered for the first time in the history of the Olympic Games.


The incredible popularity of the Rio 2016 licensed products was highlighted by the hordes of fans that flocked to the two huge Megastores that operated within the Barra Olympic Park and on Copacabana Beach throughout the Games.In total, 3.5 million fans passed through the doors of these Megastores, while licensed products were also offered at more than 40,000 independent retailers throughout Brazil and in the 132 official Rio 2016 stores that were located at airports, shopping centres and hotels across the country. Official stores also operated in the Athletes’ Village and at all the Olympic venues during the Games, while an official online store was also available for Brazilian customers.


Following a tradition that has been part of every modern Olympic Games since 1896, a series of commemorative postal stamps were also launched to mark Rio 2016. In total, three batches of stamps were released, featuring 31 different designs celebrating Olympic sports, the Olympic Torch, the Opening and Closing Ceremonies, and the official Games mascots. For the first time in Olympic history, stamps inscribed in Braille were also released in celebration of the Paralympic Games.


Commemorative coins have also been a regular feature of Olympic Games memorabilia since Helsinki in 1952, and the Rio 2016 Organising Committee partnered with the Brazilian Central Bank to issue four batches of limited edition coins in the build up to the Games. In total, more than 320 million coins were produced, featuring 36 different designs depicting Olympic sports, Rio landmarks, Brazilian cultural icons and the official Games mascots. In addition, Rio 2016 and the Brazilian Mint released a series of souvenir medallions to commemorate the Games. Available in gold, silver, ‘golden bronze’, and bronze – and bearing designs of famous Rio landmarks, the Rio 2016 mascots and the torch relay – the medallions were priced from R$70 (US$21) to R$9,560 (US$2,817), with only 50 units produced of the rarest design, which featured the Olympic torch.


Fans looking for an extra special memento of the Olympic Games Rio 2016 were given the opportunity to bid on thousands of items of competition-used equipment and other unique Games artefacts through the Official Memorabilia Auction, which ran online from August to December 2016.The highly collectable items included torches used in the Rio 2016 Olympic Torch Relay, memorabilia from the Opening and Closing Ceremonies and sporting equipment from the events.


Alongside the Rio 2016 Licensing Programme, the IOC managed its own licensing programme for the Games, which included global initiatives such as the hugely popular official video game, ‘Mario & Sonic at the Rio 2016 Olympic Games’. The game was launched for the Nintendo 3DS in February 2016, while the Nintendo Wii U version was released in June 2016. Following the approval of Olympic Agenda 2020, the IOC has also developed a global licensing programme that operates during and in-between each edition of the Games. This global licensing strategy consists of three programmes: an Olympic Heritage collection, focused on merchandise related to past Games; an Olympic Games collection, featuring products linked to future editions of the Games; and an Olympic collection, which aims to communicate the essence of the Olympic brand. For Rio 2016, a Heritage Collection featuring T-shirts, hats, key-chains and mugs was produced for sale in the Olympic Megastore during the Games.

Video games

Alongside with the Mario and Sonic series, Overwatch, a multiplayer first-person shooter game created by Blizzard Entertainment, ran a "Summer Games" event in August 2016 that ran concurrent with the 2016 Summer Olympics. The main event was a futuristic soccer game known as "Lúcioball", named for the playable hero Lúcio, who is depicted in the game's lore as a DJ and freedom fighter from Rio de Janeiro. Rio also serves as the location for the initial arena for Lúcioball, the Estádio das Rãs (Portuguese for "Stadium of Frogs", referencing Lúcio's logo).
Corporate sponsorship and advertisingSponsorsSponsors of the 2016 Summer Olympics
Worldwide Olympic Partners
  • Atos
  • Bridgestone
  • The Coca-Cola Company
  • Dow Chemical Company
  • General Electric
  • McDonald's
  • Omega SA
  • Panasonic
  • Procter & Gamble
  • Samsung Electronics
  • Visa Inc.
Official Sponsors
  • América Móvil (Claro Americas, Embratel and NET)
  • Banco Bradesco
  • Bradesco Seguros
  • Correios
  • Nissan
Official Supporters
  • Aliansce Shopping Centers
  • Apex-Brasil
  • Cisco Systems
  • Estácio S.A.
  • Ernst & Young
  • Grupo Globo
  • Sadia
  • Skol
  • LATAM Airlines Group (LATAM Brasil and LATAM Travel)
  • 361˚
Official Suppliers
  • 3Corações
  • Airbnb
  • C&A
  • CTS Eventim
  • Dica do Chef
  • Gas Natural
  • Editora Globo
  • EF Education First
  • GREE, Inc.
  • International Security & Defence Systems
  • Kärcher
  • Komeco
  • Localiza
  • ManpowerGroup
  • Microsoft
  • Mondo
  • Nielsen Holdings PLC
  • Nike, Inc.
  • RGS Events
  • RioGaleão
  • Sapore
  • S. C. Johnson & Son
  • SEG (SPIETH, Eurotramp and Gymnova)
  • Symantec
  • Technogym
  • Bauerfeind
  • Casa da Moeda do Brasil
  • Dell Technologies (Dell EMC)
  • Hospital dos Olhos Paulista
  • Posterscope


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