Washington Olivetto taught us that we never forget our first bra. Meanwhile, Victoria’s Secret is trying to make sure no one forgets Cher, Kate Moss, Carla Bruni, and Valentina Sampaio’s first bras, with Valentina being the first transgender model to walk for the brand. The runway exploded on social media.

But who is exploding in terms of making money is Cazé, along with YouTube. The platform will broadcast the Brasileirão in 2025 and has closed a major sponsorship deal with seven companies.

You will also read about the re-elected mayor of Recife (already receiving calls from creditors), about copyright issues in Parintins, and what Coca-Cola has to say about it. There’s also news about brands finally participating in the Black Consciousness festival in Salvador, and João Camargo launching series of channels.

And there’s also a witty comment from Washington. Come and read.

Milionaire Brasileirão with Cazé

YouTube has closed the largest sponsorship deal for an event shown on the platform in Brazil. The company announced that it will broadcast Brasileirão 2025 on Cazé TV with seven sponsorship deals already closed with Casas Bahia, Claro, Hypera, McDonald’s, PagBank, Stellantis, and Unilever.

Each sponsorship deal, which also includes the transmission of Paulistão, was being offered for R$67 million. Yes, the total would amount to almost half a billion reais – but there are always discounts in each negotiation and package.

The appeal to attract advertisers came from the success of the Olympics broadcast on Casimiro’s TV, with 750 million views and 43 million unique users. In addition, the platform offers a younger audience than open TV.

Bridge without air

The sponsorship deal was so lucrative that Casimiro Miguel drove from Rio to São Paulo just to attend Brandcast, the YouTube event for the advertising market. (Casimiro never flies on airplanes and broadcasted the Paris Olympics directly from Rio).

YouTube is already TV

At Brandcast, YouTube left no doubts that it is targeting TV competitors. The president of Google, Fábio Coelho, listed the facts: about 75 million Brazilians watch YouTube on their TV sets. The Emmy Awards, the major television prize in America, also opened the awards to programs created for YouTube. And exactly 92% of devices sold last year were smart TVs.

Globo remains platinum

The broadcast of Brasileirão 2025 will be different from previous years due to the creation of football leagues, which ended Globo’s monopoly. In addition to Globo, YouTube and Record will also broadcast the games.

But Globo remains the expensive “Platinum Venus” of advertising. Each Brazilian Championship sponsorship deal together with the Copa do Brasil is offered to advertisers for R$270 million. The company will tonight hold its Upfront, the event to showcase its 2025 lineup to advertisers.

CNN Sports

CNN Money has not even debuted yet and João Camargo is already planning to launch CNN Sports next year. This would give the CNN franchise three channels in Brazil, all operated from a single journalism center (with studios, technicians, and cameras).

Pay the bill, João!

João Campos had barely finished celebrating his re-election in Recife when he started receiving calls from creditors. Ecad, responsible for composers’ copyrights, is claiming an estimated bill of R$4.5 million from the City Hall due to the rights of songs played during Carnival and São João festivities.

João (not the saint, nor Camargo, but Tábata’s boyfriend) had promised during the election campaign to resolve this issue right after the election ended. Time to pay up.

The value of Parintins

Isabel Amorim, the president of Ecad, is on a tough journey to explain to the CMOs of major companies, sponsors of events and shows across the country, the importance of demanding event producers to pay copyright royalties to Ecad (which is, by the way, the law).

She mentioned that at the Parintins Festival in Amazonas, songwriters of the oxen’s songs could earn up to R$700,000 per festival edition – but they waive their rights for a few coins. Isabel approached Coca-Cola, one of the festival’s long-time sponsors, to explain the situation, but the company “didn’t give it much importance.”

Meanwhile, in Salvador…

Pedro Tourinho, the culture secretary of Salvador, sums it up: “Ecad is copyright, those who value culture must pay Ecad”.

The Afro capital

Tourinho finally convinced some brands to sponsor events during the Black Consciousness month in Salvador. Last year, no one showed up, and Tourinho criticized the brands, calling them racist and only interested in sponsoring Rock in Rio for the egos of their marketing directors.

This year, Vivo, Banco do Brasil, Nubank, Heineken, and Coca-Cola sponsored the event, which will also be part of the official program of the G20 on culture.

Bye, bye

But this may be Tourinho’s last festival as secretary. Despite the re-election of Salvador’s mayor, speculations are already circulating about his return to the private sector. Tourinho sold the agency he founded with Felipe Simi earlier this year. Soko was Accenture Songs’ biggest acquisition in 2024 (no values were disclosed, but it is estimated to involve hundreds of millions of reais).

Only Gisele missing

Cher, 78 years old, first time at the show.

Kate Moss, 50 years old, first time.

Valentina Sampaio, transgender, 26, first time.

Adriana Lima, 43, close to the twentieth time.

Carla Bruni, 56, first time.

Victoria’s Secret didn’t shy away from the anti-woke trend in the US and featured all kinds of women on the runway to celebrate their bras, after six years of not hosting their major and most traditional event. Only Gisele was absent.

Millions and millions

The show was a hit on social media. In 24 hours, videos of the Victoria’s Secret Fashion Show received 212 million views on Instagram. Another 120 million views on TikTok. Over 14 million views on YouTube.

The most successful videos by far are those featuring the Brazilian goddess Adriana Lima.

Fun Fact

Days before the show, journalists Lauren Sherman and Chantal Fernandez released the book Selling Sexy, telling the story of Victoria’s Secret’s business, the scandal involving its executives’ friendship with Jeff Epstein, and the women executives who have always led the company. Ok, this isn’t fun, just facts.

But here’s an interesting fact from the book: the brand’s history doesn’t start with a bra, but with the founders’ search for a vibrator…

Washington’s Pearls

Ercílio Tranjan, one of the veterans of advertising and a long-time friend, says that Washington Olivetto could have been a great comedian. He selected some pearls from Washington that he found in the Creative Club’s yearbooks. Like this campaign for Itaú, which would certainly never air today: “Equestrian Competition – Come watch the rich fall from their horses.”


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