Betano has announced its support for Vida Ativa, a community-based fitness initiative developed in partnership with Projeto Vida Corrida, a nonprofit organization operating in Capão Redondo, one of São Paulo’s most populous districts.
The project brings together adult women who balance work, family responsibilities and demanding weekly routines, offering them access to structured physical activity focused on street running and general conditioning.
Training sessions take place on weekends and are designed not only to promote physical health, but also to encourage social interaction and collective well-being.
Vida Ativa was launched in January and has the capacity to serve up to 300 women per weekend.
According to the organizers, the initiative responds to a growing demand for accessible fitness opportunities for women who are often excluded from traditional sports environments due to time constraints and financial barriers.
While operators in Brazil are increasingly visible through major sponsorships in football and entertainment, community-based projects such as Vida Ativa represent a smaller-scale but growing dimension of corporate engagement in the sector.
The announcement follows recent changes in Betano’s leadership structure in Brazil, including new appointments in institutional relations and marketing. Guilherme Figueiredo has been appointed to lead the operator’s institutional relations and Arthur Niggemann has been named head of marketing for Brazil.
Last year, Betano also established a temporary lounge on Copacabana Beach to align with the final weeks of the domestic football season and the start of summer with beach activities, creating a public sports gathering space.
The partnership reflects Betano’s interest in supporting initiatives that connect sports, well-being and social impact at a local level.
Flamengo’s partnership with Betano remains the most valuable sponsorship agreement in Brazilian football, worth approximately BR268.5m ($52m) per year
