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Gustavo Herbetta is the new BOC director of marketing

Gustavo Herbetta is the new BOC director of marketing
Rafael Bello/COB

The Brazilian Olympic Committee (BOC) announces Gustavo Herbetta as the entity's Director of Marketing. Forty-five-year-old Herbetta worked for 15 years in the publicity market in Brazil and the United States in leadership positions in large multinational communication companies and has been working for the past 10 years exclusively with sports marketing. The choice was made after nearly five months of market prospection and analysis.

"We carried out a thorough process until we arrived at the consensus that Gustavo Herbetta was the most suitable name for the new position of Director of Marketing. I believe that having a specific leadership in this area will help us take the next step thinking about Paris 2024 and Los Angeles 2028", stated the BOC chair Paulo Wanderley Teixeira.

Herbetta has worked in large multinational communication companies such as the McCann Worldgroup, DM9/DDB, and the Publicis Group. He has led campaigns for top-of-mind brands such as Nestlé, Coca-Cola, Walmart, and Intel. In 2015, he took on the Department of Marketing of Corinthians and, in two years, reached the record commercial revenue in the club's history so far. With this, he led the brand to be considered the most valuable in football in the Americas.

He also worked on projects for the CBF, creating the Brazilian Team's campaign in the 2018 World Cup, and was the Director-General of the CBF|Brazil Football Expo, the largest football event in Latin America. Recently, he had been working on projects for brands that invest in the sporting market, such as Kwai, Boali, and Crypto.com, and for sporting entities interested in attracting commercial partners.

"It is an honor to have received this invitation from chairperson Paulo Wanderley and the director-general Rogério Sampaio, and, at the same time, it is a great challenge for us to reach our goals of bringing the BOC and Team Brazil brand closer and closer to the Brazilian crowd, which is, in essence, passionate and engaged in sports, and the publicity market, with distinctive commercial opportunities", said Herbetta.

"We were already following the excellent work carried out by the BOC in the previous cycle, which eft behind fruits, and the expectation now is to raise even further the results in this period until Paris 2024", completed the new Director of Marketing.

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