In 2024, SporTV led one of the most heartfelt campaigns in the sports scene, reawakening the true Olympic spirit through a social and emotional impact initiative. The “Beyond the Rings” campaign arose after the devastating floods that struck Rio Grande do Sul, when Brazilian national team rowers Evaldo Becker and Piedro Tuchtenhagen set aside their Olympic dreams to help communities affected by the tragedy. Inspired by this act of solidarity, SporTV launched the campaign to mobilize the public and raise funds for the Federation of Rowing of Rio Grande do Sul, whose training center was severely damaged by the floods. You can view the campaign here: https://www.youtube.com/watch?v=btK_1NyU7r0
Now, the initiative enters a new phase with the support of Decathlon, which joins the project to realize the transformative power of sports in people’s lives. The brand, which participated in initiatives to aid Rio Grande do Sul by donating stocks of aquatic sports products, such as kayaks and life jackets, to the civil defense, now announces its sponsorship of Evaldo and Piedro as they prepare for the Olympics. Both will receive support for their return to training and their quest for the Olympic medal.
As a sponsor of the last Olympics, Decathlon joins SporTV to present a beautiful tribute, the “Eternal Flame”: a moment to inspire new generations of rowing athletes. This milestone also celebrates the resilience and unity of the Gaucho people and launches Decathlon’s sponsorship of the rowing duo Piedro and Evaldo as they return to the waters in pursuit of their dream of participating in an edition of the Games.
The inauguration event takes place on April 3rd at the Grêmio Náutico União in Porto Alegre, coinciding with the celebrations for the club’s 119th anniversary on April 4th, reinforcing GNU’s historic commitment to sports and the Gaucho community. The special ceremony will bring together rowers and families benefited by the action in Rio Grande do Sul. The event will also mark the start of a series of special content about the impact of sports on community rebuilding.
“The Grêmio Náutico União has been at the forefront of an unprecedented mobilization, combining sports and solidarity for the benefit of the population. The ‘Beyond the Rings’ campaign is a beautiful initiative that reinforces the idea that the true Olympic spirit goes beyond competitions. This tribute honors the value of sports and recognizes that united we are stronger,” says Ricardo Rodrigues Alves, president of GNU.
“For Decathlon, encouraging sports practice goes beyond courts and tracks. We want to keep the flame of community alive that defines the true champions and heroes of sports. The sponsorship of Evaldo and Piedro reinforces our commitment to athletes who make a difference both inside and outside competitions,” highlights Liana Kerikian, CMO of Decathlon Brazil.
Developed by Publicis Brazil, the second phase of the “Beyond the Rings” project emphasizes the importance of purpose concerning performance, marking a unique sponsorship in the country that supports athletes representing the true sports spirit. “The true value of sports goes beyond medals—it is revealed in acts of courage and empathy that change lives. With this initiative, we reinforce our commitment to Olympic values and the social legacy of sports,” says Mauro Ramalho, CCO of Publicis Brazil.
The initiative will keep the fundraising platform “For Whom to Donate” active, allowing direct contributions to the revitalization of the Federation of Rowing of Rio Grande do Sul, which was severely impacted by the floods.
