Brazil’s strong performance on the field was mirrored by impressive results off it, particularly in the digital realm. The COB’s objective of connecting Team Brazil athletes with Olympic sports fans was fully achieved. The team’s social media channels saw a remarkable 42% growth, amassing 1.1 billion impressions and over 72 million engagements throughout the Games.

Instagram emerged as the leading platform, with @timebrasil surpassing 3 million followers, making it the most followed Olympic committee account globally. Around two million new followers joined during the 17 days of competition, a testament to the effective digital strategy, conducted entirely in Portuguese.

On the platform X (formerly Twitter), Brazil ranked fourth in follower count but recorded the highest overall growth with 132,000 new followers and the highest engagement, with 6.9 million interactions during the Games. These figures highlight the public’s interest in Brazilian athletes and the COB’s success in using digital platforms to promote Olympic sports in Brazil.

The COB’s website also saw significant success, following a complete redesign for the Games. Between 17 July and 9 August, the site attracted 300,000 unique users, demonstrating its relevance and reach among the Olympic sports community. This increase in web traffic underscores the importance of providing up-to-date, accessible content to keep audiences informed and engaged.

Paulo Conde, COB’s Communications Director, expressed his pride in these achievements, emphasising the importance of promoting the Olympic Movement in Brazil: "The diffusion of the Olympic Movement is one of our pillars, and we strive to make Olympic sports increasingly popular. The growth figures achieved on COB's social networks are a source of pride for us,” Conde stated. He added that this digital success not only attracts audiences but also secures vital investments for national sports development.

The growth in social media presence was accompanied by a significant increase in the number of private sponsors supporting the COB. Throughout this Olympic cycle, the number of companies backing the COB rose from six to 21, highlighting the growing appeal and relevance of Olympic sports in Brazil. Two initiatives stood out in the COB’s marketing strategy during the Paris 2024 Games: the Brazil House in Paris and the Team Brazil Olympic Festival in São Paulo.

The Brazil House in Paris became a hub for Brazilian fans during the Games. Led by Galvão Bueno, the space’s ambassador, the Brazil House hosted sponsor activations, sports clinics, and concerts, providing fans with opportunities to meet and celebrate with Brazil’s Olympic heroes. This venue not only strengthened the bond between athletes and their supporters but also offered sponsors a unique platform to engage directly with the public.

At the same time, the COB organised the Team Brazil Olympic Festival at Villa-Lobos Park in São Paulo, marking the COB’s first official fan fest. The event attracted around 20,000 visitors every weekend during the Games, who gathered to celebrate the achievements of Brazilian athletes in Paris. In total, the festival welcomed over 300,000 visitors, establishing itself as a key meeting point for Olympic sports fans in Brazil.

Gustavo Herbetta, COB’s Marketing Director, highlighted the impact of these initiatives on the committee’s marketing efforts: "Just as in the sports arena, the COB aims to make an impact on the Brazilian population; in marketing, we also want to resonate with the nation and its fans. For the first time, we held a fan fest in Brazil, the largest outside the Olympic host city, creating experiences and delivering value for our sponsors," Herbetta explained.

In conclusion, the Brazilian Olympic Committee not only celebrated the medals and sporting achievements of Paris 2024 but also its success in connecting with fans and attracting new sponsors. These accomplishments strengthen the COB’s position as a leader in promoting sports in Brazil and bode well for the future of Brazilian Olympic sports.