Miss Brazil (Portuguese: Miss Brasil) is a Brazilian national beauty pageant, held annually since 1954. The competition has gone through several incarnations throughout its history, while its main purpose has been to select the Brazilian representative for the Miss Universe pageant. Since 2020, the pageant has been owned by Brazilian businessman Winston Ling, while Marthina Brandt has served as its national director.

Organização Miss Brasil
U Miss Brasil
Formation1954; 67 years ago (1954)
TypeBeauty pageant
HeadquartersSão Paulo, Brazil
Membership
Miss Universe
Official language
Portuguese
Owner
Winston Ling
National director
Marthina Brandt
Websitemissuniversebrazil.com.br

History

Early years and golden age (1954–1972)

 
Martha Rocha, Miss Brazil 1954

Since 1900, competitions in the vein of Miss Brazil had existed sporadically throughout the country in a non-consecutive manner. Violeta Lima Castro, crowned Miss Brazil 1900, is sometimes considered the first Miss Brazil, although the records surrounding her being the alleged first winner are inconsistent and some records allege that a different woman was crowned as the first Miss Brazil during the time of the Empire of Brazil in 1865. Overall, evidence supports that eight women had been crowned Miss Brazil in the early years before a Miss Brazil pageant was formally created.[1][2]

Year Miss Brazil State
1900 Violeta Lima Castro   Rio de Janeiro
1912 Noêmia Nabuco de Castro   Rio de Janeiro
1922 Maria José "Zezé" Leone   São Paulo
1929 Olga Bergamini de Sá   Rio de Janeiro
1930 Yolanda Pereira   Rio Grande do Sul
1932 Ieda Telles de Menezes   Rio de Janeiro
1939 Vânia Pinto   Rio de Janeiro
1949 Jussara Marques   Goiás

The Miss Brazil competition was formally created in 1954, and held annually since. Its inaugural edition was held at the Palácio Quitandinha in Petrópolis, and used to select a Brazilian representative for Miss Universe 1954, Brazil's first time competing in Miss Universe. Martha Rocha ultimately won the title, and is thus considered the first formal Miss Brazil winner. Following this inaugural event, Miss Brazil was held annually in order to elect a woman to represent Brazil at Miss Universe, becoming the first time where a national beauty pageant was held regularly in Brazil. Catalina Swimwear, the founder and main sponsor of Miss Universe, became sponsors of the Miss Brazil competition and provided swimwear for the contestants.[3]

Diários Associados began promoting and broadcasting the competition in 1955, which significantly increased press coverage and recognition of the competition in Brazil, turning it into the second-most watched event on Brazilian television, behind only the matches of the Brazil national football team. Miss Brazil was also recognized by Miss Universe as the best-organized national pageant in the world.[4] Miss Brazil entered its golden age in the 1960s, with Iêda Maria Vargas winning Miss Universe 1963 and Martha Vasconcellos winning Miss Universe 1968, its only wins in the competition.[5] Lúcia Petterle also later was crowned Miss World 1971, making Brazil one of the few countries at the time to have won both of the world's two major international beauty pageants. At the time, the first runner-up of Miss Brazil was nominated to compete at Miss World.[6]

Move to Brasília (1973–1980)

In 1973, the organizers of Miss Brazil opted to move the pageant from Ginásio do Maracanãzinho in Rio de Janeiro, where it had traditionally been held, to Nilson Nelson Gymnasium in Brasília. This was done for both strategic and political reasons: most connecting flights throughout Brazil stopped in Brasília, Brasília was the location of the headquarters of Diários Associados, and being the federal capital, the president of Brazil could be involved in greeting the contestants.[7]

Following the move of the competition to Brasília, Miss Brazil was faced with a number of problems in regards to viewership and sponsors. The competition began to experience a decrease in popularity, both in television viewers and ticket sales. This problem was exacerbated with the withdrawal of key sponsor Helena Rubinstein Incorporated in 1976. Rede Tupi continued to broadcast Miss Brazil until its bankruptcy in 1980.

SBT and continued decline (1981–1999)

Following the bankruptcy of Rede Tupi in 1980, Miss Brazil was transferred to Sistema Brasileiro de Televisão (SBT) and its owner Silvio Santos. During this period, Marlene Brito was hired by SBT as the new national director of Miss Brazil, tasked with overseeing day-to-day operations and the preparation of contestants. During the SBT era, Santos became known as the face of Miss Brazil, hosting the pageant every year. However, the competition did not see an uptick in support or viewership, and continued to decline in popularity. In 1990, SBT dropped Miss Brazil from its scheduling due to the continued downturn in viewership.

Following the withdrawal of SBT, Brito opted to leave the network and found her own company to promote Brazilian beauty pageants, called The Most of Brazilian Beauty. Brito organized the national pageants in 1991 and 1992, but due to a lack of sponsorship, was forced to nominate a titleholder in 1993. The following year Paulo Max took over the Miss Brazil organization, and after his death in 1996, his children Paulo Max Filho and Ana Paula Sang organized the competition from 1997 until 1999.

Gaeta (2000–2011)

In 2000, Brazilian event planning company Gaeta Promoções e Eventos took over the duties of organizing Miss Brazil, through a deal that saw the competition broadcast through the CNT Rio de Janeiro local station. In 2002, the competition returned to national television after being transferred to the newly created RedeTV!. The pageant entered into a partnership with Rede Bandeirantes (Band) in 2003, which saw renewed media promotion throughout Brazil. This agreement led to a reemergence of popularity amongst the Brazilian public, with Miss Universe 2003 becoming the most-watched event of the night in Brazil according to the Brazilian Institute of Public Opinion and Statistics (IBOPE).[8]

Band (2012–2019)

 
Raissa Santana, Miss Brazil 2016

In 2012, the Brazilian franchise for Miss Universe was awarded entirely to Band, ending their partnership with Gaeta and removing Gaeta from the Brazilian franchise entirely. From 2012 until 2015, the Brazilian media conglomerate Grupo Bandeirantes de Comunicação was responsible for directing the national pageant and selecting candidates from the 27 state pageants.

Polishop partnership (2015–2019)

In 2015, amidst severe financial hardship, Band entered into an agreement with Brazilian retailer Polishop, under the leadership of Polishop owner João Appolinário. With this agreement, Band was only responsible for the annual broadcast of the competition, with Polishop responsible for all other management and organization. During this time, the competition was renamed to Miss Brasil Be Emotion.[9]

Miss Universe Brazil (2020–present)

In July 2019, the partnership between Band and Polishop came to an end due to a decrease in interest from the Brazilian public, and the Brazilian press alleged that Brazil would not have a representative at Miss Universe 2020.[10][11]

In October 2019, Natália Guimarães confirmed that she had news regarding the future of Miss Brazil, and that fans should expect a "new era" for the competition.[12] Band later confirmed that they were not abandoning the Miss Brazil brand, but would be dependent on new sponsorship. In March 2020, it was confirmed that Band's license with the Miss Universe Organization was not renewed.[13][14][15]

In July 2020, it was announced that Brazilian businessman Winston Ling had purchased the Brazilian franchise for Miss Universe, and that the competition would be rebranded as Miss Universe Brazil.[16][17] In November 2020, Marthina Brandt, a former Miss Brazil winner, was hired as the national director of the newly created competition. The organization appointed a representative to be its inaugural titleholder in 2020, and held its first national pageant in 2021.[18]

Recent titleholders

Year Miss Brazil State Notes
2021 Teresa Santos   Ceará TBD at Miss Universe 2021
2020 Julia Gama   Rio Grande do Sul First Runner-Up at Miss Universe 2020
2019 Júlia Horta   Minas Gerais Top 20 at Miss Universe 2019
2018 Mayra Dias   Amazonas Top 20 at Miss Universe 2018
2017 Monalysa Alcântara   Piauí Top 10 at Miss Universe 2017

Gallery

Winners by state

Number State Years
15   Rio Grande do Sul
  • 1956
  • 1963
  • 1972
  • 1986
  • 1993
  • 1999
  • 2001
  • 2002[a]
  • 2004
  • 2006
  • 2008
  • 2011
  • 2012
  • 2015
  • 2020
9   Minas Gerais
  • 1961
  • 1971
  • 1978
  • 1983
  • 1995
  • 1997
  • 2007
  • 2010
  • 2019
8   São Paulo
  • 1967
  • 1973
  • 1974
  • 1976
  • 1977
  • 1984
  • 1991
  • 1994
  Rio de Janeiro[b]
  • 1958
  • 1959
  • 1960
  • 1965
  • 1966
  • 1970
  • 1980
  • 1981
5   Santa Catarina
  • 1969
  • 1975
  • 1988
  • 2002[a]
  • 2005
4   Ceará
  • 1955
  • 1989
  • 2014
  • 2021
  Paraná
  • 1964
  • 1992
  • 1996
  • 2016
3   Mato Grosso
  • 1985
  • 2000
  • 2013
  Bahia
  • 1954
  • 1962
  • 1968
2   Amazonas
  • 1957
  • 2018
  Rio Grande do Norte
  • 1979
  • 2009
1   Piauí
  • 2017
  Tocantins
  • 2003
  Mato Grosso do Sul
  • 1998
  Distrito Federal
  • 1987
  Pará
  • 1982

Notes

  1. ^ a b In 2002, winner Joseane Oliveira of Rio Grande do Sul was dethroned after it was revealed that she was married at the time of her crowning. She was replaced as Miss Brazil by her first runner-up, Taíza Thömsen of Santa Catarina.
  2. ^ Until 1975, portions of Rio de Janeiro were administered under the state of Guanabara, and titleholders who represented Guanabara are included here.

References

  1. ^ "Primeira Miss Brasil era de Santos" (in Portuguese). Novo Milênio. Retrieved 30 April 2013.
  2. ^ "História do concurso" (in Portuguese). Palmas Convention e Visitors Bureau. Retrieved 30 April 2013.
  3. ^ "History - Miss Universe". Miss Universe.com. Retrieved 30 April 2013.
  4. ^ "Miss Universe 1966 - Margareta Arvidsson". Global Beauties. Archived from the original on 23 June 2011. Retrieved 30 April 2013.
  5. ^ "Miss Universe 1968". Pageantopolis. Archived from the original on 2011-12-27. Retrieved 30 April 2013.CS1 maint: unfit URL (link)
  6. ^ "1971 - Lúcia Tavares Petterle - Guanabara". Miss Brasil World. Retrieved 30 April 2013.
  7. ^ A Ditadura Derrotada. Google Livros. 2003. ISBN 9788535904284. Retrieved 30 April 2013.
  8. ^ "Miss Brasil leva Band ao primeiro lugar no Ibope" (in Portuguese). Folha Online. Retrieved 30 April 2013.
  9. ^ "Miss Brasil 2016 registra recorde de candidatas negras". EGO. Retrieved 2 October 2016.
  10. ^ "Com prejuízo e sem Ibope, Band anuncia fim do Miss Brasil em 2020" (in Portuguese). Observatório da Televisão. 2019-07-18. Retrieved 2019-08-12.
  11. ^ "Band não renova com Polishop, e Brasil ficará de fora do Miss Universo 2020" (in Portuguese). F5. 2019-07-18. Retrieved 2019-08-12.
  12. ^ "Natália Guimarães no Instagram: "Sim... o Miss Brasil está vivo!! Preparem-se para uma nova era, um novo ciclo!! Aguardem novidades incríveis!"" (in Portuguese). Instagram. Retrieved 2019-10-04.
  13. ^ "Ex-diretor do Miss Brasil se une a ex-misses para garantir o concurso em 2020" (in Portuguese). F5. 2019-10-10. Retrieved 2019-11-12.
  14. ^ Meneses, Ian. "Fim de um era: Band não renova transmissão e licenciamento do Miss Brasil Universo" (in Portuguese). www.bahianoticias.com.br. Retrieved 2020-07-07.
  15. ^ "Band formaliza a parceiros que não detém mais franquia do Miss Universo" (in Portuguese). F5. 2020-03-12. Retrieved 2020-07-07.
  16. ^ "Publicação do Instagram de Winston Ling • 7 de Jul, 2020 às 5:58 UTC" (in Portuguese). Instagram. Retrieved 2020-07-07.
  17. ^ "twitter.com/winstonling/status/1280393839879098369" (in Portuguese). Twitter. Retrieved 2020-07-07.
  18. ^ "Miss Brasil 2020 será indicada pela nova organização até agosto por causa da pandemia". F5 (in Portuguese). 2020-07-07. Retrieved 2020-07-07.

External links