Rio 2016 Sponsor Profile

Rio 2016 Organizing Committee Sponsor — Nissan
Official Automotive Sponsor

Rio 2016 Organizing Committee Sponsor - Nissan

Nissan will be the last automaker to serve as an Olympic Games domestic sponsor, at least through 2024, as Toyota has secured a worldwide TOP partner spot that will include sponsorship of the Games in 2018, 2020, 2022 and 2024.

Digital/Social Leveraging  

Six-time Olympic gold medalist Usain Bolt, a longtime company endorser who carries the title of Nissan global director of excitement, stars in the automaker’s digital campaign, "Bolt vs. Flame.” Released in early July, the two-minute, documentary-style film shows Bolt being challenged in a fictional "Fire Research Laboratory" to contend against the speed of a flame. The video, filmed in Bolt's home country of Jamaica, also shows the sprinter driving his custom Nissan GT-R painted in "Bolt Gold." The GT-R will be introduced to the Brazilian market later this year.

The video was supported by a paid social effort across Brazil and social media tease campaign, featuring a series of 9.58 second videos (Bolt’s record-setting time in the 100-meter dash) and movie posters created from 19,000 actual matchsticks being lit on fire for dramatic effect.

Nissan has created a third edition of its trademarked Diehard Fan app, which allows fans to scan pictures of themselves and virtually paint their faces in the colors of their favorite country or team. Because the company does not have worldwide Olympic rights, it is very careful to not use any Olympic trademarks in promoting the new “Nations” version of the app, which follows earlier editions for U.S. college sports and the Mexican National Soccer Team (of which Nissan is an official sponsor.)

Nissan Brazil has a webpage dedicated to featuring all of the Brazilian Olympians and Paralympians on the Nissan Team. Each athlete has their own profile, personal story video, and their favorite playlists to share with fans. Nissan Team members also appear in videos that promote Nissan’s tagline “Quem Se Atreve” or “Who Dares.” Each athlete briefly tells their life story, what sport they compete in and what “daringness” means to them.

Nissan issued a call to action on its social networks to recruit local candidates to carry the torch in the Olympic Torch relay. In order to be considered, the candidates had to share how they’ve been daring in their own lives. Candidates could register online or be discovered by a selection committee that traveled throughout Brazil.


On-Site Activation/Presence

Nissan was one of three sponsors—along with Coca-Cola and Bradesco—of the Olympic Torch Relay across Brazil.

Nissan is providing more than 5,000 cars to the organizing committee, some of which will be adapted to meet the needs of Paralympic athletes. Some of the cars are electric in order to align with Rio’s sustainability program. After the Olympics come to a close, the cars will be donated to the city.


Nissan has timed the debut of its new compact crossover, the Nissan Kicks, to the Games. The vehicle is going on sale in Brazil during the Games and will then roll out to more than 80 international markets.

Nissan conducted a promotion in Brazil that offered consumers who test drove a vehicle at an authorized dealer and then registered online a chance to win tickets to Olympic competitions or a new Nissan.

Athlete Partnerships

In addition to its global relationship with Bolt, Nissan has partnerships with 29 Brazilian Olympic and Paralympic athletes. Hortência Marcari, Brazilian basketball icon and Olympic medalist, and Clodoaldo Silva, one of the most successful Paralympic medalists of all time, are the mentors of the Nissan Team.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Procter & Gamble

USOC Sponsors

Click on the logos below of the most noteworthy U.S. Olympic Committee sponsors to see the public-facing sponsorship activations of each sponsor.

24 Hour Fitness
BMW of North America
DeVry University
Dick’s Sporting Goods
Liberty Mutual Insurance
Milk Life
TD Ameritrade
United Airlines

Rio 2016 Organizing Committee Sponsors

Click on the logos below of the most noteworthy Rio 2016 Games sponsors to see the public-facing sponsorship activations of each sponsor.


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