Betano has expanded its on-the-ground activation strategy in Brazil with a community-focused event in Brasília, combining sports infrastructure, cultural programming and public health services.
The initiative, titled “Moving Betano,” took place at Parque da Cidade Dona Sarah Kubitschek and marked the delivery of two refurbished basketball courts.
The project formed part of celebrations ahead of the capital’s 66th anniversary and involved collaboration with local stakeholders, including CUFA/DF (Central Union of Favelas).
The courts were redesigned with artwork from local artists, incorporating visual elements inspired by Brasília and the Cerrado.
The upgraded space was inaugurated through a 3x3 basketball tournament, with additional programming including music performances, breaking showcases and community engagement activities.
Public sector representatives attended the event, including the Vice Governor of the Federal District, Celina Leão, and officials from the regional sports administration.
According to Renato Junqueira, Secretary of Sport and Leisure, the initiative contributes to expanding access to sport in public spaces.
“This is one of the largest urban parks in the world. It is democratic and accessible and therefore deserves a space like this. We appreciate this partnership, which has delivered a place that will make a huge difference for sports in our city,” said the secretary.
Alongside the sporting activities, the event included a mobile health unit operated by Fundação Laço Rosa, offering free mammography exams, which has previously partnered with the operator.
Guilherme Figueiredo, Betano’s Director of Institutional Relations, said the project is intended to connect sport, culture and community participation.
“By bringing this initiative to Brasília, we also sought to honour the city through the work of local artists,” he said.
Local participants highlighted the impact of improved infrastructure. Athletes and attendees noted that access to upgraded facilities can support participation and community use, particularly in areas where public sports spaces may be limited.
Betano has also supported football-related activations in Brazil, including a Flamengo physical campaign designed to increase fan engagement
