Client: Wellhub

The Challenge 

As a sponsor of the Rio Open in February 2025, Wellhub aimed to go beyond brand visibility by executing strategic activations that reinforced its business model and fostered meaningful connections with attendees. The challenge was to amplify the sponsorship’s impact by strengthening Wellhub’s positioning among sports and wellness media, while also highlighting its commitment to corporate wellness and social initiatives. Ensuring a compelling presence in a competitive sponsorship landscape required a targeted approach to media engagement and brand storytelling.

The Work

To maximize the impact of Wellhub’s sponsorship at the Rio Open, Dialogue implemented a comprehensive media strategy across all phases of the event—pre-event, onsite, and post-event. The agency secured high-profile press coverage, coordinated executive interviews, and amplified Wellhub’s key activations to ensure sustained visibility in the sports, marketing, hard news and business media outlets. A key component of this strategy was facilitating interviews with Wellhub spokesperson Flávio Reghini, positioning the company as a leader in corporate wellness. Dialogue also spotlighted Wellhub’s social impact by promoting the donation of gym equipment to community projects supported by the Rio Open, reinforcing the brand’s commitment to social responsibility. Additionally, the agency supported a Wellhub marketing campaign featuring tennis legend Fernando Meligeni, titled Raquete Quebrada, which focused on raising awareness around mental health in sports—further aligning Wellhub with the broader conversation on wellbeing.

The Results

A total of 75 publications were achieved, featuring interviews with executives, mentions of Wellhub's activations during the tournament, and news about the sponsorship, reaching more than 385 million people.

The main media highlight was the donation by Wellhub of gym equipment to various social projects, with top-tier outlets covering the initiative. Interviews with Wellhub spokesperson Flávio Reghini were published by SporTV, UOL Esportes, Promoview, Poder 360, and Esporte News Mundo, with additional coverage by Terra. Dialogue’s team also secured an interview with Itatiaia and CNN Brasil, ensuring continued media exposure. In addition, the Raquete Quebrada campaign generated strong engagement and was covered by tier 1 outlets Meio & Mensagem, Propmark, UOL Economia, and Clube de Criação. Dialogue played a crucial role in coordinating press outreach and aligning media coverage strategies.

This comprehensive approach successfully reinforced Wellhub's positioning in the wellness and sports sectors, strengthening its brand awareness and showcasing its commitment to social responsibility in the wellness industry.