Turning Sponsorship into Editorial Relevance

Wellhub at Rio Open 2026

The Rio Open is the largest ATP tennis tournament in South America and one of Brazil’s most prominent annual sporting events, attracting international athletes, major sponsors, and extensive national media coverage. As a sponsor of the tournament, Wellhub sought to leverage the platform not only for brand visibility but also to reinforce its positioning at the intersection of corporate wellness, sport, and high performance.

As Wellhub’s PR agency in Brazil, Dialogue developed a strategy to transform the sponsorship into meaningful editorial coverage across sports, business, and marketing media. The focus was on connecting Wellhub’s presence at the tournament with broader conversations around performance, wellbeing, and the growing relationship between sports and corporate culture.

A key highlight was a strategic placement in Veja Rio, one of the city’s most influential publications, where proprietary Wellhub data on the growth of tennis and racquet sports within the platform was incorporated into a feature about Brazilian tennis phenomenon João Fonseca. The data appeared prominently in both the online and print editions of the article, positioning Wellhub as a relevant voice within the conversation around the sport’s rising popularity.

Executive visibility was also secured across leading business and marketing publications, including Valor Econômico, Brazil’s leading financial newspaper, SporTV,  Meio & Mensagem, LANCE!, Mkt Esportivo, and Promoview. These interviews provided an opportunity to articulate the strategic rationale behind Wellhub’s investment in tennis and explain how the sponsorship connects to the company’s broader mission of promoting wellbeing in the workplace.

The brand’s presence during the tournament was further amplified through television exposure on SporTV, Brazil’s largest sports network, showcasing Wellhub’s activation during live tournament coverage.

Together, these placements ensured that Wellhub’s sponsorship extended beyond event visibility, generating consistent editorial coverage across multiple media verticals and reinforcing the brand’s positioning within the wellness, sports, and corporate ecosystems, with a total of 132 articles, including interviews, mentions, and features.