Nissan's Olympic sponsorship drives long-term affinity, short-term sales in Brazil

This article details Nissan's sponsorship program of the 2016 Olympic Games in Rio de Janeiro, Brazil - a partnership which ultimately boosted a variety of key brand metrics, as well as driving sales.

Nissan's Olympic sponsorship drives long-term affinity, short-term sales in Brazil

Stephen WhitesideWarc

Nissan's market share stood at a modest 2.5% in Brazil immediately prior to the Olympic Games held in Rio de Janeiro in August 2016.

The brand first established a presence in the Latin American country in 2000, and today boasts more than 160 dealerships nationwide, from Boa Vista in the North to the urban hubs of Rio and São Paulo, as well as in Pelotas, near the southern border.

But, as an official sponsor of the Games, it wanted to extend its consumer-engagement footprint to make a...

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