Sports
Nubank Ultravioleta: Innovation and Passion at Ironman Brazil 2026
Marketing Director Mariana Moraes details how Nubank enhances the endurance event experience for Ultravioleta clients.
Mariana Moraes, Nubank's Marketing Director, shares the company's vision for sponsoring endurance sports. She explains how Nubank Ultravioleta elevates the experience for athletes and fans at Ironman Brazil, offering exclusive benefits and amenities. The strategy emphasizes innovation and a passion for sports.
In an exclusive interview with Mariana Moraes, Nubank's Marketing Director, during the broadcast of the Nubank Ultravioleta Ironman Brazil 2026, Stemma Sports hosts Fabio Bessa and Thiago Kawamura delved into the fintech's strategy in the world of high-performance sports. Mariana, experiencing Ironman for the first time, emphasized Nubank's commitment to enhancing the experience for athletes and enthusiasts.
PUBLICIDADE (GAM) — 1250x250
Nubank's Journey and the Ultravioleta Segment
With over 20 years of experience in customer loyalty, Mariana Moraes addressed the challenge of positioning Nubank in the high-income segment with Nubank Ultravioleta. The company, which in 13 years has acquired nearly 130 million customers in three countries, is recognized for its values of accessibility, life facilitation, and the passion it generates among users.
Despite originally being a company with a democratic focus, Nubank has seen fantastic adoption in the Ultravioleta segment. The pillars of being a digital, connected, innovative company focused on a seamless experience strongly resonate with this audience, ensuring the same passion and loyalty from high-income clients.
Sponsorship Strategy: Passion and Experience
Nubank's involvement with sports is not limited to Ironman. The brand is present in other endurance events, such as marathons and cycling races, as well as high-impact sports like Formula 1 (with Mercedes) and in arenas (such as the Nubank Arena in São Paulo and the Stadium in Miami, home of Inter Miami). The goal is clear: to enhance the experience not only for the athlete but also for the fan and anyone passionate about sports.
For Nubank, being in these 'passion-awakening territories' means offering a deeper connection and an enhanced experience, allowing people to engage even more with what they love.
Exclusive Benefits at Ironman Brazil 2026
At Ironman Brazil, Nubank Ultravioleta offers a range of initiatives designed for athletes and their support networks. Understanding that endurance sports are a lifestyle involving the whole family, the amenities include:
- Kids' Zone: Activities for children accompanying the athletes.
- Convenience: Phone chargers and monitors to track competitors' performance in real-time.
- Customization: A T-shirt and medal customization station, a huge success among participants.
- Technical Support: A support station for bike maintenance and accessories for athletes' bikes.
- Premium Access: Ultravioleta clients get pre-sale access to registrations (like the Curitiba race, which sold out in 5 minutes) and express kit pickup.
Mariana emphasized that Nubank is constantly learning, seeking to listen to athletes, family members, and other partners to enhance experiences at each event. Her presence at Ironman to watch the start demonstrates both her personal and the brand's commitment to understanding and serving the sports community.
PUBLICIDADE (GAM) — 1250x250
