First Chinese automaker to sponsor the reality show uses exposure on Globo to prepare the ground for national production later this year
Taking a place always occupied by traditional automakers, Geely made official its entry into the team of sponsors of Big Brother Brasil 2026. The manufacturer becomes the first brand of Chinese origin to integrate the main quotas of TV Globo’s reality show, which reached its 26th edition in January, maintaining its position as the largest multiplatform audience showcase on Brazilian television.
The advertising strategy aims to accelerate the naturalization of the brand in the mass market. According to Milena Martins, head of Marketing and Communication at Geely, the exhibition in the program will be used to demonstrate the company’s electrification and connectivity technologies in moments of high attention for the viewer.
SEE ALSO:
The aggressive investment in marketing reflects the rapid rise of the local operation. Geely started its sales in Brazil in 2025 and, in just six months, ended the year as the third largest force in the 100% electric vehicle segment. The pace intensified in January 2026, when the brand sold 1,337 units — adding the EX5 and EX2 models — reaching second place among electric manufacturers.
The exhibition at BBB will also serve as a preview for the automaker’s most ambitious phase: nationalization. The company confirmed for 2026 the arrival of the EX5 EM-i, in a model that will be imported in the first half of the year, but has national production scheduled for the second half of the year, consolidating Geely’s industrial structure in the country.
For Eduardo Petribu, Globo’s commercial director, the arrival of the automaker reinforces the role of the reality show as a business lever for the automotive sector, historically one of the biggest investors in the attraction.
