From media visibility to an ecosystem of premium attention.

When volleyball took to the sand, sponsorship gained a new court.

In the early 1990s, Banco do Brasil began sponsoring Brazil’s national volleyball teams and helped create the Circuito BB de Vôlei de Praia. Lucas was on the Communications and Marketing team. Among the highlights, managing a Men’s World Final on an arena built on the sands of Copacabana, in 1994. The initial question was how much the brand’s exposure was worth: the team measured the logo’s time on television and estimated what it would cost to buy that space as advertising. Then came the search for new media spaces, from net headers on indoor courts to beach arenas, and the creation of business spaces: VIP boxes for commercial partners and sponsors, in exchange for starting or increasing their financial activity with BB. The same happened with partner brands’ exposure, on flags and boards around the courts. Sponsorship left the count of seconds on screen and entered the count of business.

Editorial illustration · Beach volleyball

Beyond the logo

From screen time to business: new media spaces, VIP boxes and relationships with commercial partners.

Account by Lucas Compan, who was on BB’s Communications and Marketing team from 1991 to 1997.

Volleyball since 1991, when the BB–CBV partnership began. Indoor: 11 Olympic medals (5 gold) and 12 at World Championships (3 gold); beach: 14 Olympic (4 gold) and 36 at World Championships (13 gold). Source: CBV, April 22, 2026. Other figures: articles by Lucas Compan, below.

A restaurant facing both the stadium and the city.

At Morumbi, the two-sided McDonald’s concept would turn an old restroom area into service for the fans inside on match days. On the outside, a counter, entrance and drive-through would keep operating on the other days. One operation connecting the excitement of the match to the neighborhood’s routine.

Concept · Aerial view

Beyond the logo

Service for the fan, convenience for the neighborhood and commercial activity all week.

Concept, not built. The images are renderings of the proposal and the figures are an illustrative estimate.

Illustrative estimate: not the projection from the time, an actual result or a contracted amount. Conservative, base and optimistic scenarios, assuming 3% to 8% of the audience buys, an average ticket of R$ 40 to R$ 60, a counter serving up to 3,000 orders per event day and a club share of 6% to 10% of sales. Sales baseline: the average McDonald’s restaurant in Brazil (Arcos Dorados, 2025 Form 20-F). Stadium attendance and capacity: team data.

We didn’t sell m². We created and negotiated a sponsorship and business ecosystem.

At Botafogo Bay, a spatial reading of one illuminated billboard revealed connected assets: air travel, urban mobility, nautical tourism, restaurants, sport, wellness and spontaneous content.

One billboard · miles of context

Beyond the logo

+1,100%increase generated for Botafogo, compared to the contract with the previous sponsor on the billboard

A physical property reframed as a platform for encounters, experiences and organic reach.

Project created, negotiated and closed by Lucas Compan and team. The map shows the ecosystem’s activation possibilities around the billboard.

A connection across borders.

The New York City team began contributing its experience in hospitality, operations, execution, production, trend spotting and digital connectivity, helping turn encounters into real experiences.

Friend of BrazilFoundation connected supporters in New York City with the organization’s mission to mobilize resources to sponsor social initiatives in Brazil. Created in 2010 by Lucas Compan and team, as pro bono work. The campaign spread across the United States, generated significant funding from New York City and sponsored progress in several social areas in Brazil. The strength of a network can also be measured by what it allows people to build far from the event.

Project image · Lucas Compan portfolio

Beyond the logo

Creative storytelling and relationships mobilized fundraising in New York City and sponsorship of social progress in Brazil. This same model can be replicated in sponsorships for social advancement and development through football.

The figures below are BrazilFoundation’s for 2010 and are not attributed exclusively to the Friend of BrazilFoundation project: they sit within the organization’s overall context.

Sources: BrazilFoundation 2010 Form 990 (ProPublica) and BrazilFoundation 10-year evaluation.

An empty bottle becomes a five-senses menu.

With Cachaça Leblon, sponsored creative menus took the brand beyond logo placement in restaurants. The bottle became a table experience with potential to travel into social and traditional media.

Project image · Lucas Compan portfolio

Beyond the logo

Exclusive sales at participating venues generated commercial results while the experience expanded brand presence.

The project generated business return; specific figures are not presented on this page.

An 18-meter yacht in Times Square.

For Azimut’s 50th anniversary, a real yacht appeared in Times Square during NYCxDESIGN. Sponsored by All About Italy, Lucas developed the creative concept and promotional pieces for the activation: a poster and a short film.

Project image · Lucas Compan portfolio

Beyond the logo

The product became a stage, showroom and setting for business relationships.

Azimut did not disclose the project’s commercial results.

Reach figures are for Design Pavilion 2019, the larger event that included the Azimut activation, and are not attributed exclusively to the yacht. Coverage of the activation: Forbes, Wallpaper*, Yachts International, IFDM, MegaYacht News and Pressmare, among other outlets. “First” and “biggest” come from the press (IFDM, Pressmare).