SAO PAULO, BRAZIL – In 2024, SporTV led one of the most heartfelt campaigns in the sports scene, reawakening the true Olympic spirit through a social and emotional impact initiative. The “Beyond the Rings” campaign arose after the devastating floods that struck Rio Grande do Sul, when Brazilian national team rowers Evaldo Becker and Piedro Tuchtenhagen set aside their Olympic dreams to help communities affected by the tragedy. Inspired by this act of solidarity, SporTV launched the campaign to mobilize the public and raise funds for the Federation of Rowing of Rio Grande do Sul, whose training center was severely damaged by the floods.
Now, the initiative enters a new phase with the support of Decathlon, which joins the project to realize the transformative power of sports in people’s lives. The brand, which participated in initiatives to aid Rio Grande do Sul by donating stocks of aquatic sports products, such as kayaks and life jackets, to the civil defense, now announces its sponsorship of Evaldo and Piedro as they prepare for the Olympics. Both will receive support for their return to training and their quest for the Olympic medal.
As a sponsor of the last Olympics, Decathlon joins SporTV to present a beautiful tribute, the “Eternal Flame”: a moment to inspire new generations of rowing athletes. This milestone also celebrates the resilience and unity of the Gaucho people and launches Decathlon’s sponsorship of the rowing duo Piedro and Evaldo as they return to the waters in pursuit of their dream of participating in an edition of the Games.
The inauguration event takes place on April 3rd at the Grêmio Náutico União in Porto Alegre, coinciding with the celebrations for the club’s 119th anniversary on April 4th, reinforcing GNU’s historic commitment to sports and the Gaucho community. The special ceremony will bring together rowers and families benefited by the action in Rio Grande do Sul. The event will also mark the start of a series of special content about the impact of sports on community rebuilding.
“The Grêmio Náutico União has been at the forefront of an unprecedented mobilization, combining sports and solidarity for the benefit of the population. The ‘Beyond the Rings’ campaign is a beautiful initiative that reinforces the idea that the true Olympic spirit goes beyond competitions. This tribute honors the value of sports and recognizes that united we are stronger,” says Ricardo Rodrigues Alves, president of GNU.
“For Decathlon, encouraging sports practice goes beyond courts and tracks. We want to keep the flame of community alive that defines the true champions and heroes of sports. The sponsorship of Evaldo and Piedro reinforces our commitment to athletes who make a difference both inside and outside competitions,” highlights Liana Kerikian, CMO of Decathlon Brazil.
Developed by Publicis Brazil, the second phase of the “Beyond the Rings” project emphasizes the importance of purpose concerning performance, marking a unique sponsorship in the country that supports athletes representing the true sports spirit. “The true value of sports goes beyond medals—it is revealed in acts of courage and empathy that change lives. With this initiative, we reinforce our commitment to Olympic values and the social legacy of sports,” says Mauro Ramalho, CCO of Publicis Brazil.
The initiative will keep the fundraising platform “For Whom to Donate” active, allowing direct contributions to the revitalization of the Federation of Rowing of Rio Grande do Sul, which was severely impacted by the floods.
CREDITS
Publicis Brazil:
- Managing Director: Gabriela Borges
- CCO: Mauro Ramalho
- COO: Maria Fernanda Laudisio
- Chief Strategy Officer: Juliana Elia
- ECD: Arturo Marenda / Luis Figueiredo
- ACD: Elias Carmo / Rodolfo Monteiro
- Creation: Elias Carmo, Rodolfo Monteiro, Bianca Santos
- Outsourcing Editor: Felipe Harry
White Rabbit Budapest
- CCO: Istvan Bracsok, Levente Kovacs
- ECD: Luis Paulo Gatti
- DC: Jim Seath, Daniel Koller, Friedrich-Paul Spielhagen, Tom Schwarz, Luis Paulo Gatti
- AD: Luis Paulo Gatti, Nícolas Lobato
- CW: Luis Paulo Gatti, Henrique Chaparro, Jim Seath, Hendrik Haupt
- Client Service Director: Levente Balint
- Account Director: Reka Batho
- Account Manager: Alina Suleimanova, Edina Barna
Media:
- VP of Media: Ana Sanchez
- Media Director: Ester Ribeiro
- Media Manager: Natalia Poleto
- Media Assistant: Gabriela Cuzzi
- Partner Offline Media Vehicle: Sinergy
Business and Operations:
- Operations and Business Directors: Renata Carvalho, Levente Balint, Reka Batho
- Business Executive Director: Beatriz Pedrosa
- Project Lead: Lorane Maximo, Alina Suleimanova, Edina Barna
- Project Manager: Jenefer Almeida
- Publicis Communication: Paula Ganem, Mariana Viana, and Marjorie Martins
Decathlon Marketing: Liana Kerilian, Milena Piffer, Carolina Prado, Stephanie Leites, Emilie Langrene, Paula Ramos.
GENERAL PRODUCTION
Creative and Post Production Agency: PXP Studios
3D: Gelmi Art Studio
PRODUCTION – FILM
- Production Company: Square Pixel
- Director: Raphael Dias
- Executive Production: Aramis Barros and Raphael Dias
- Production Director: Pedro Amaro and Carla Fontella
- Production Coordinator: Diego China
- Production in Rio Grande do Sul: Luiza Vasconcelos
- 1st AD: Nícolas Lobato
- Production Assistant: Jeannine
- Director of Photography: Leo Angeli
- 1st AC: Julio Filinzola
- 2nd AC: Leo Melo
- Behind the Scenes: Daniel Henrique
- Filming in Rio Grande do Sul: Shandler Guterres
- Post-Production Coordination: Marcelo Vidal
- Editing: Pedro Magalhães and Erick Figueiredo
- Motion Graphics: Aleff Maurício
- Visual Effects CGI: Umbrella.tv
- Color Grading: André Tavares
- Finance: Vitor Hugo
CGI Company: Umbrella Collective
- Chief Executive Officer: Zoltán Hidvégi
- Art Director: Dániel Kajcsa
- Lead 3D Artist: Gergely Mészáros
- 3D Simulation: Szabolcs Illés
- Senior Post Production Producer: Tamás Vörös
Digital Production Company: Skidun
- Executive Director: André Igácio
- Service: Ana Carolina Farias
- Digital Creative Director: Tiago Fernandes
- Production Supervisor: Rafael Fernandes
- UX: Tiago Fernandes
- Digital Copywriter: Gabriel Adao
- Developer: nov9.tech
- Post Production: Ricardo Moreira
PRODUCTION – OLYMPIC FIRE
- Production Company: Square Pixel
- Director: Raphael Dias
- Executive Production: Aramis Barros and Raphael Dias
- Production Direction: Luíza Vasconcelos de Carvalho
- Production and Service Coordination: Marcelo Vidal
- Art Director: Rebeca Ukstin
- Scenic Design SP: Almir Viana
- Board: Studio Zuba
- Art and Object Production: Juliana Peres Nunes and Camila Vettorazi Franzen
- Props Master: Gustavo Maggi Guerizoli
- Assistant Props Master: Fernando Fernandes Nunes
- Director of Photography / Drone: Lucas Freitras da Silva
- Camera Assistant: Paulo Sergio Agliardi and Diordan Ruibasciki
- Sound Mixer: Guilherme Cassio dos Santos
- Production Assistant: Rodrigo Ferreira de Oliveira
- Finance: Vitor Hugo
Audio Production Company: Bumblebeat
- Original Music: Henrique Tanji
- Sound Design: Lucas Sfair
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