Being the ultimate ambassador for Rio and the Olympics

You may have noticed that tennis ambassador Maria Esther Bueno is widely promoting the coming Rio Open in February as well as the Olympic Games in Rio de Janeiro in August.

In addition to her on-going role as an analyst for TV Globo/SporTV, she has been appointed ambassador for several supporting sponsors, including Bradesco, Rolex and now Pirelli alongside her unique relationship with the Rio Olympic Organising Committee, who recently named the main show court in the new Olympic Tennis Centre in the Olympic Park ‘Quadra Maria Esther Bueno’.

“I am very thrilled to be associated with all these prestigious organisations ahead of the Olympics in Rio,” Maria told her website last week.

“Each of these sponsors are playing a crucial part in supporting tennis in Brazil, for which we are very grateful. If I can help promote their work, then I am happy.”

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Bradesco Ambassador

Bradesco is one of the biggest banking and financial services companies in Brazil and, together with Bradesco Seguros, became the first national sponsor of the Rio 2016 Olympic Games with exclusive rights in the Finance and Insurance Services categories.

The partnership has resulted in both sporting success and, more importantly, social achievements.

One of the most significant examples of Bradesco’s commitment to sports was seen the moment Rio de Janeiro bid to host the 2016 Olympic and Paralympic Games.

In addition to sponsoring this world event, Bradesco also supports six Sports Federations, reaffirming its commitment to the country and contributing to athletes and citizens for a Brazil of modernity, work and growth.

“I am one of several Bradesco ambassadors, all from different sports, and we have been together at several Olympic test events, which has been great fun,” said Maria.

“We are helping to publicise many aspects of the Olympics through personal appearances ahead of its opening in August, particularly the Torch relay.”

Bradesco is one of three companies sponsoring the Olympic Torch Relay that will cross Brazil’s 26 states visiting 250 towns and cities before arriving in Rio de Janeiro.

The torch’s progress and arrival play a significant part in the buildup to the Games, helping to boost enthusiasm among domestic audiences.

“The torch is a powerful symbol of the Olympic Games that generates huge excitement wherever it goes,” added Maria. “I saw it in London and I am sure it will also happen here.

“Bradesco has adopted a similar campaign to that of London-based Lloyds Bank, who used the sponsorship to promote community values and its nationwide reach with the slogan ‘for the journey’ and it was very successful.”

The torch will be carried by at least 10,000 people across more than 12,000 miles (20,000 kilometers), and will fly about 10,000 miles over Brazil before the cauldron is lit at the opening ceremony in the Maracana Stadium on 5 August, 2016.

“I was very proud to have helped Bradesco launch the Olympic Torch Relay, which starts in earnest ahead of the Rio Olympic Games on 3 May 2016 in Brasilia,” said Maria.

“I expect the torch bearers for the final stages of the relay will be a very well kept secret until the day the Rio Olympics start!”

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Pirelli Ambassador

Pirelli is a host sponsor of the Rio Open 2016 at which the Brazilian subsidiary will be entertaining guests and promoting its calendar using Maria through appearances and short film promos.

The world famous 2016 Pirelli calendar was shot by the renowned photographer Annie Leibovitz, who departed from a tradition established over 50 years ago. The distinguished women she photographed represent how much things have changed in the half century since the calendar first appeared.

“Serena Williams is one of those incredible women featured in the calendar,” says Maria. “It recognises that she is probably the greatest female athlete of all time who changed the face of our sport.

“Unconventional, she came from a poor background, learned to play on crummy public courts, and has been a force in women’s tennis for almost two decades.

“She is also an International Goodwill Ambassador to Unicef focusing on education and founded her own foundation to assist young people affected by violent crime that also provides educational grants to high school students around the world.

“And she is just one of the 12 remarkable women in the calendar. The others are Yoko Ono, Kathleen Kennedy, Patti Smith, Mellody Hobson, Yao Chen, Fran Lebowitz, Amy Schumer, Agnes Gunn and Sadie Rain Hope-Gunn, Shirin Neshat, Tavi Gevinson and Natalia Vodianova, and they all look really amazing!”

Annie Leibovitz says on the Pirelli Calendar website: “This calendar is so different. It’s a whole different concept. Pirelli gave me that freedom. They said ‘we want to do a departure’. Every single day we photographed, I was more empowered by these women.”

Pirelli has also sponsored the recent restoration of the Statue of Christ the Redeemer (Cristo Redentor) on Corcovado, the best tourist experiences in Rio de Janeiro.

Carrying out intricate repairs to a giant hand of Christ is not in the usual run of affairs for the Italian tyre manufacturer Pirelli, but when the iconic Christ the Redeemer statue was struck by lightning, Pirelli stepped in to finance the restoration work.

The repairs came just ahead of Brazil hosting the 2014 World Cup, and, with millions of tourists expected, it was a cultural imperative to have the statue safe and looking its best.

“For a monument like this, that hosts two million guests a year – probably three million in 2014 – damage cannot be left unattended,” said Paolo Dal Pino, President of Pirelli South America, at the time.

Pirelli’s decision to finance the repairs was a social project in line with its corporate citizenship philosophy and coincided with its own celebrations of 85 years in Brazil.

“Restoring Christ the Redeemer is the best thing we could do to thank this country and celebrate this anniversary,” Dal Pino added.

The statue was inaugurated on 12 October, 1931 and is one of the New Seven Wonders of the World, a Catholic Sanctuary that helps make Tijuca Forest National Park one of the most visited national parks in Brazil.

Brazilians Heitor da Silva Costa and Carlos Oswald created the Christ the Redeemer project and design respectively, but the statue was made in France by sculptor Paul Landowski and was transported to Rio in pieces, by ship, and then to the top of the mountain by train.

The rainforest-covered mountain, which stands at a height of about 2,329 feet, and the 124-foot tall statue are sometimes enveloped by clouds, which impair the view of the monument and the city.

“We had a blessing of the 2016 Rio Open at the foot of the Cristo last November and it was one those misty early mornings that only added to the mystery of the statue. It was a fantastic occasion.

“I understand that Pirelli want to take guests up to statue during the Olympics and I said I’m happy to help providing I don’t have to walk them along the finger!”

 

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Rolex Ambassador

Rolex is also a host sponsor of the Rio Open, providing the official on-court timekeeping.

For almost a century, Rolex has been associated with the quest for excellence inherent in sport and is present at the most prestigious events in tennis, golf, sailing, motor sport and at equestrian tournaments.

Given the longevity and strength of these relationships, in its sponsorships, Rolex is seen not merely as a sponsor but also as a partner.

“As an Ambassador for Rolex Brasil I will be helping to entertain their guests at the Rio Open,” said Maria.

“I’ll be giving them an insight into the matches and the players, and answering all their questions.”

The partnership between Rolex and tennis dates back to 1978, when Rolex became the Official Timekeeper of The Championships, Wimbledon and now extends to the Australian Open, the Shanghai Masters, Monte Carlo Rolex Masters, the Barclays ATP World Tour Finals as well as to a host of individual players.

Rolex has also been the Official Timekeeper of Davis Cup since 2007.

“The Rio Open is the biggest tournament in South America so it fits perfectly into Rolex’s partnership profile,” says Maria. “Rolex is the world’s leading Swiss watchmaker and they are committed to cultivating strong ties between their pursuit of perfection and tennis.”

In addition to all these duties, Maria will be commentating on the matches for SporTV at the Rio Open, Brasil Open in Sao Paulo and at the 2016 Rio Olympics.