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National beauty pageant competition in Brazil

Miss Brazil (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. From 2020 2023, the pageant has been owned by Brazilian businessman Winston Ling, while Marthina Brandt has served as its national director.

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. 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.

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 appoint a titleholder instead 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.

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).

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.

In 2015, amidst severe financial hardship, Band entered into an agreement with Brazilian retailer pt, under the leadership of Polishop owner pt. 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.

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. 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. 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. 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 U Miss Brazil (later changed to Miss Universe Brazil the following year). 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.