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INTERVIEW Leo Gryner


The CEO of Rio 2016 talks exclusively to Karen Maxwell on how the Games’ transformation plans will deliver broader aspirations for the long-term future of Rio, Brazil and South America


J


ust the name Rio de Janeiro conjures up an image of sun, sea and a carnival atmosphere – the perfect party ingredients for the


Olympic and Paralympic Games when they arrive at the South American city in five years’ time. Rio 2016 CEO Leonardo Gryner smiles


at the thought, perhaps pleased that Bra- zilian marketers of past and present have done well to promote this image world- wide. “The party planning has already begun,” he says, “but in a broader sense we want the Games to convey a feeling of celebration for everybody involved, to ensure that all our partners benefit from a fantastic experience.” First and foremost, the plan is to cele-


brate the athletes “who’ll showcase sport in our world-class, city-based venues,” Gryner says. To ensure they also share the Rio experience he says the plan is to cre- ate Rio’s typical ‘Carioca’ street life within the Athletes Village. Located just 1km away from 17km of beautiful Baha ocean coastline, a section of the beach will be cordoned off exclusively for athletes’ use. With further plans to spread Rio’s cul-


ture and party atmosphere across the world, Gryner says that US$45m (£27.7m) has already been pledged to fund the


installation of five ‘live sites’ [fan zones] across Brazil and at least two in each continent during the Games period. “These ‘live sites’ will also showcase our sponsors and business partners by offer- ing corporate spaces and allow for public interaction,” he says.


Knowledge transfer Former TV producer, director of sports and director of sports marketing at Globo TV – Brazil’s leading TV network, Gryner brings more than 40 years of Olympic Games’ experience to the role he took on in May last year. Prior to that he was communications and market- ing director for the Rio bid and held the same position for Rio’s successful hosting of the 2007 Pan American Games. However, he appreciates the increas-


ing level of complexity the Games’ hosts have taken on in recent years. “Back in 1976, at the Montreal Olympics, there was much more integration between the athletes, the media and the specta- tors – compared to the complex logistics and security measures needed today,” he says. “The sheer number of athletes, journalists, rights holders and spectators at recent Games presents complicated challenges unique to each host nation’s


environment. In TV alone, you’re talking about 3,000 to 5,000 people working on the host broadcasting – not to mention the rights holders.” “Knowledge transfer is a very impor-


tant part of the planning procedure,” he explains. “We’ve relied on information coming from London 2012 to help organ- ise the ceremonies, assess the telecom requirements and establish ticketing pro- cedures – to name a few.” Reflecting on the impact of previous


Games, he says that the Sydney Games were fantastic for people involvement, Beijing’s precision was inspiring and he’s in no doubt that London will be amazing – but insists that Rio will have a unique flavour of its own.


Emerging economy With its bid to host the FIFA 2014 World Cup already secured, the city’s success- ful 2016 Olympic bid mark the first time the Olympic and Paralympic Games will be staged in South America and is testa- ment to Brazil’s growing presence on the world’s economic stage. Set to record an economic growth


of more than 7 per cent this year and between 5-6 per cent in the years lead- ing up to 2014, Brazil’s central bank has


Maracanã is one of four cluster zones earmarked for Olympic development


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