Did you know that every time you try your luck in lotteries like Mega-Sena or Quina, you are contributing to the success of Brazilian athletes? This is thanks to the Agnelo Piva Law, which allocates 1.7% of bets to the Brazilian Olympic Committee (COB) and the “Olympic Movement”.
In 2023, this contribution reached R$225 million, helping to finance the journey of many athletes towards the Paris 2024 Games.
COB has, in addition to the lottery, 21 other sponsors
Gustavo Herbetta, Head of Marketing at COB, explained how this money is used in the Negócios do Esporte program. Herbetta highlighted that, since May 2022, the COB has sought to reduce dependence on resources from the lottery.
“COB is a company, but it is an entity that receives public resources. It is a valuable resource, a considerable value. But we have this strategy to balance the balance between public resources and private resources. Today, we are talking about somewhere around 80%-20%”, said Herbetta.
Currently, the COB has 21 sponsors, which has increased the committee’s revenue by 250%. But Herbetta highlighted that, even with the predominance of football in the audience, COB managed to create an attractive program for brands.
“As much as football has a predominance in terms of audience, today we managed to organize a program that brands understand the values, negative and positive points. And they noticed an increase in results. In other words, the product has a gigantic acceptance in the market.”
Program benefits elite athletes and youth categories
Thus, COB resources benefit from elite athletes, such as gymnast Rebeca Andrade, to young people in youth categories. The committee offers direct financial support to athletes and closely monitors their development.
One example is the joint work with the Brazilian Gymnastics Confederation, which shares the training center with the COB. Furthermore, the distribution of resources considers the governance of the 29 Brazilian confederations of Olympic sports.
“Within this committee’s revenue, 80% is passed on through these criteria, not only of sports performance, but of ethical management and transparency that the entities need to cover for the COB to pass on the route”, explained Herbetta.
Therefore, the partnership between COB and lotteries is crucial for the development of Brazilian athletes. With a strategy and support from sponsors, the Brazilian Olympic Committee continues to strengthen sport in the country, ensuring that talents have the chance to shine.
