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The 23rd Rio Marathon is getting an exhilarating injection from the official event sponsor and 10K race naming rights, Betnacional. With its deep Brazilian roots and vibrant profile in the sport and entertainment world, the betting site is doing more than traditional sponsorship to provide engaging and lively experiences for runners, spectators, and the general public.
A Celebration of Brazilian Spirit on Rio Streets
Against the colorful backdrop of Cidade Maravilhosa, Betnacional’s activations are designed to bring together the excitement of Rio streets, the elation of running, and the diversity of its culture. The company is using the event as a canvas to celebrate athleticism, playfulness, and community in a series of activations starting with a signature activation — the “Single vs. Married Challenge.”
This light-hearted and entertaining rivalry will feature popular names split into two groups: the singles will be represented by Jesus Luz, Jonatas Sulzbach, Matheus Queiroz, and Flávio Nakagima. Across from them will be Artur Picoli, Carol Sertório, Caue Fantin, Ivy Moraes, and João Hadad to represent the married group. The race is sure to create a buzz on social media and give the race day a celebratory, open environment.
Brand Interaction and Exclusive Giveaways
Visitors to Betnacional’s stand during kit collection on June 18th will be treated to a rapid and pleasant experience. Those who arrive first to register in a swift manner will receive customized Betnacional socks. Speed of movement and energy will be of the essence with a limited number available — a perfect complement to the marathon culture.
But the awards don’t stop at the expo. Runners who cross the finish line on race day wearing their special socks will receive a guaranteed photo at the finish gate. Non-wearers of the branded accessory can also have their moment under the sun by joining up with the in-race photo team.
To create an electrifying environment on the finish line, Betnacional has hired the renowned Movimento Verde e Amarelo, a passionate Brazilian fan club, to direct the cheers along the runners’ final meters. This will turn each finish into a celebration and moment of pride.
Authentic Coverage and Emotional Highlights
To supplement the in-action cover, there will be live coverage hosted by sports journalist and Betnacional founder Renata Heilborn. She will roam the arena taking behind-the-scenes photographs and touching moments, from personal triumphs and cuddle hugs to the intense energy among onlookers. Her relaxed and spontaneous style with language is just what the brand tone needs, and this will lead to true-to-life content that can engage the viewers.
A Novel Approach to Sponsorship in Sports
Brazilian sport-founded and Brazilian-run, Betnacional has consistently shown that it can blend sports, entertainment, and culture. Beyond publicity, being an integral part of the Rio Marathon is important to CEO João Studart — it’s about sharing values and experiences that deeply resonate with people.
“Being part of the Rio Marathon is not about sponsoring an event — it’s about exciting a sport that’s deeply ingrained in the Brazilian habit in a way that’s responsible, light-hearted, and fun. Running is about breaking barriers, but also about being connected — and that means a lot to us,” said Studart.
A Wider Investment in National Culture
As a member of Flutter Brazil, Betnacional was officially licensed to provide fixed-odds betting in the country in January 2025, through ordinance SPA/MF nº 2.092/2b4. The brand has been leveraging this position to market national culture through strategic partnerships.
Betnacional is already highly recognized for sponsoring top Brazilian events and media properties, including Big Brother Brasil 2025, the Rio Open, Lollapalooza Brazil, Lauana Prado’s “Raiz” tour, and the world-famous Salvador Carnival. It also boasts a highly awarded roster of brand ambassadors such as footballer Vini Jr., singer Thiaguinho, and renowned journalist Galvão Bueno.
By the association of the Rio Marathon, Betnacional reaffirms its commitment to respecting what is most unique about Brazil — its vibrant combination of passion, willpower, and joy.
Source: iGaming Brasil
