Caixa invests R$ 160 million in COB until 2028 in the first contract of the new sponsorship program.

Caixa Econômica Federal and Tigre formalized the first contracts of the Olympic Sponsorship Program (POP) of the Brazilian Olympic Committee (COB). The agreements were finalized in 2026. The structure allows sponsors to allocate 20% of the invested amounts directly to sports confederations.

Caixa will contribute R$ 40 million per year to the COB (Brazilian Olympic Committee), with a portion of the funds being distributed to the confederations by the committee. The total contract with the bank amounts to R$ 160 million until 2028, according to information from VALOR. The value of the agreement with Tigre was not disclosed.

Of the 38 Olympic sports confederations associated with the Brazilian committee, 26 are eligible to receive support from the program. The confederations with the greatest fundraising capacity were excluded: football (CBF), volleyball (CBV), judo (CBJ), basketball (CBB), artistic gymnastics (CBG), athletics (CBAt), and tennis (CBT). Five others – lacrosse , flag football , baseball, cricket , and squash – were not included in the POP because they are newcomers to the Olympic program in Los Angeles in 2028.

The program replicates the dynamics of sponsorships from the International Olympic Committee (IOC), which distributes a portion of the resources raised through support from companies like Coca-Cola, AB InBev, and Samsung to national entities. The president of the Brazilian Olympic Committee (COB), Marco Antônio La Porta, stated that “historically, the COB has never transferred private resources to the confederations. For companies, the advantage is that brand activations can be done not only at the COB, but at all events of the 26 confederations that are eligible to participate in this model.”

Only new contracts were eligible for the Olympic Sponsorship Program. Agreements prior to the program were not automatically included. Existing contracts may be included when partnerships are renewed.

La Porta indicated that the growth in fundraising is directed towards the private sector. "The main driver of growth is fundraising from the private sector," he stated.

Caixa became the main sponsor of the Brazilian Olympic Committee in 2024. The financial institution has maintained partnerships with Brazilian Olympic and Paralympic sports for over two decades. These partnerships include the Brazilian Athletics Confederation (CBAt) since 2001, the Brazilian Paralympic Committee (CPB) since 2004, and the Brazilian Gymnastics Confederation (CBG) since 2006.

In a statement, Caixa said it has sponsored Brazilian Olympic and Paralympic sports for over two decades – with partnerships that include CBAt (athletics) since 2001, CPB (Paralympic Committee) since 2004, and CBG (gymnastics) since 2006. According to the bank, becoming the main sponsor of the Brazilian Olympic Committee in 2024 reinforces its purpose of transforming people's lives through sport.

In a statement, Caixa affirmed that the entities sponsored through the COB maintain more than 160 sports initiation centers and hubs spread throughout all regions of Brazil, “promoting citizenship, community life, and democratic access to sports practice.” It added that the contract with the COB totals R$ 160 million for the Olympic cycle until 2028. Caixa will have 20% of the resources it transfers to the committee divided among 26 confederations. “The objective is to strengthen the sports ecosystem in a structural way, promoting an integrated support network – from grassroots to high performance – and contributing to the financial sustainability of Brazilian Olympic sport,” the institution stated.

Tigre has chosen to support, in addition to the Brazilian Olympic Committee (COB), the Brazilian Aquatic Sports Confederation (CBDA) and the Brazilian Canoeing Confederation (CBCa). Klecios Souza, executive director of business in Brazil for the Tigre Group, stated that the company's support stems from the connection of values ​​between the world of high-performance sports and the company. “We understand that water is an indispensable element for sport: there is no training, preparation, or competition without it. As a company whose purpose is to care for water to transform people's lives, we see sport as a legitimate platform to reinforce this commitment, while also contributing to the development of sport in the country,” said Souza.

The Brazilian Olympic Committee's (COB) budget for 2026 is R$ 679 million. Of this total, R$ 475 million is projected to come from lottery revenue and another R$ 115 million from the betting tax law . Private resources account for R$ 71 million, money from the IOC totals R$ 5 million, the Sports Incentive Law contributes R$ 10 million, and other agreements total R$ 3 million.