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Despite facing losses and delays at Postal Saúde, the public company invests in festivals and tours to strengthen its brand and reach new audiences.
Even during a severe financial crisis, the post offices invested R$ 38,4 million in sponsorships since 2023, during the third term of Luiz Inácio Lula da Silva, according to official data.
Furthermore, as information released by FSP, R$6 million was allocated to the Lollapalooza 2024 festival. In the same way, R$4 million financed the “Tempo Rei” tour, Gilberto Gil, according to a note from the state-owned company.
The company highlighted that the investment in Lollapalooza aimed to bringing the brand closer to young audiences, strengthening the image of innovation e cultural relevance in a global event.
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Brand repositioning and cultural strategy
Tour sponsorship “King Time”, considered the Gilberto Gil's last major series of shows, was also presented as strategic action. The state-owned company explained that the project would achieve more than 800 thousand viewers in Brazil, Europe and the United States, reinforcing its institutional and cultural presence.
From August de 2023, the post offices are under the presidency of the lawyer Fabiano Silva dos Santos, indicated by Ministry of Communications and connected to the Prerogatives Group. Santos' term continues until August de 2025, and he defends the brand repositioning with cultural and sports partnerships.
According to the current management, these actions resume investments halted during the Bolsonaro administration (2019–2022), when the sponsorships were reduced to zero within the plan of privatization of the state-owned company.
Billion-dollar deficit and suspension of transfers
While promoting marketing campaigns, the Post Office faces strong financial pressure.
The state-owned company registered loss of R$3,2 billion in 2023, according to a report published in Official Gazette.
From November 2023, the company interrupted transfers to Postal Saúde, which generated a R$400 million deficit and compromised the service of employees in various hospitals. Still, the company decided to increase its investments in advertising, arguing that the strategy could regain credibility and national visibility.
Therefore, the central objective became rebuild the brand image and maintain its relevance in the competitive market.
Significant growth in sponsorships
Em 2023, the Post Office allocated R $ million 3,3 to cultural and social events. In total, R$400 went to the Parintins Festival, R$500 for the Child Citizen Orchestra, in Pernambuco, and R$ 350 thousand for the CoMA Festival, in Brasilia.
However, in 2024, the amount jumped to R$33,8 million, according to internal reports released by the board. The largest contracts included R$4,5 million for the Brazilian Gymnastics Confederation e R$ 3 million for the Brazilian University Games.
We also pack any R$2 million was invested in the Casa Brasil fair, R$1,9 million at the Funn Festival, in Brasília, and R$1 million in the São João festival in Maranhão, organized by the state government. Consequently, the numbers show a significant jump in cultural and sports spending.
Justifications and new investments
According to the company, all projects are part of the annual communication plans, aimed at reposition the Post Office as a modern and sustainable company. The state-owned company also emphasizes that it intends strengthen its role in national integration and social inclusion, highlighting its presence in all Brazilian municipalities.
To 2025, the first confirmed sponsorship is transfer of R$1,3 million to the Meeting of New Mayors, an event that will be attended by Squid, according to a note from the Ministry of Communications.
Os post offices argue that this initiative expands the reach of the target audience e strengthens institutional relevance, integrating the plan of reconstruction of the state-owned company. Therefore, the company believes that the exposure at high-profile events help to regain public trust e encourages new partnerships.
Debate on priorities and transparency
The high investments in cultural and sports sponsorships rekindle the debate on administrative priorities e transparency in public spending. While the state-owned company tries overcome the deficit and rebuild credibility, experts say it is necessary reconcile visibility and fiscal responsibility.
Despite the criticism, the post offices maintain that the institutional marketing it is essential for compete with private logistics and e-commerce companies. On the other hand, analysts highlight that the state-owned company's challenge is prove that the visibility achieved compensates for the high cost of investments.
Thus, the discussion about the balance between image and financial sustainability remains at the center of attention of the public sector.
And, faced with this challenging scenario, Will million-dollar sponsorships be able to restore confidence and financial balance to Brazil's most traditional state-owned company?
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