Rio 2016 Sacks Olympics Marketing Team

The marketing director and two deputies part ways with the Rio 2016 Olympics in a major shakeup.

Out is Maggie Sanchez, the U.S. executive hired one year ago to lead marketing for Rio 2016. Also dismissed this week were two other members of her team, David Alstadter and Rogerio Ludorf.

In comments to Around the Rings, Rio 2016 communications director Carlos Villanova cited "incompatibility, a difference in philosophy" as the reason for the changes.

"We believed it was best to make these changes now and not later," Villanova tells ATR.

The IOC and the worldwide Olympic sponsors were notified of the development in a letter sent this week. The three-paragraph letter does not mention reasons for the changes.

"We would like to inform you that Mrs Maggie Sanchez and Mr David Alstadter no longer work for the Rio 2016 Organising Committee for the Olympic and Paralympic Games.

"Mr Leonardo Gryner, CEO of the Rio 2016, will be serving as the interim Chief Commercial Officer.

"We take this opportunity to thank Mrs Maggie Sanchez and Mr David Alstadter for their contribution and wish them success in their future endeavors," says the notice from Rio 2016.

Sanchez, a former global marketing exec fromMicrosoft, as was Altstadter, were not reachable for comment.

Villanova points out that Rio 2016 remains on target for its goal of $1.2 billion from sponsors.

So far about $640 million has been raised in three major deals, but those with Bradesco (banking) and Embratel and Claro (telecom) were initiated before Sanchez took over Rio marketing.

Sanchez and her team were responsible for the Ernst& Young second-tier sponsorship announced in August. She was currently negotiating the tender for the automotive category. But trouble with the apparel category has led to another search for a deal.

One Olympic marketing executive who could not be quoted for attribution said he was not surprised that Sanchez might have compatibility issues. As an American dealing with the Brazilian business culture Sanchez "was bound to face challenges", he said. He recommends that a Brazilian take the post.

For now, that will the the case with Rio 2016 CEO Leo Gryner taking over a position he once held. Gryner previously served a decade as marketing director of the Brazilian NOC as well as the bid for the Olympic Games before transitioning to the organizing committee. A permanent replacement will be sought Villanova tells ATR.

Written by Ed Hula.