SCENE 06—CASE · BrahmaMineirão and Av. Afonso Pena, Belo Horizonte2026
Brahma
BEAGÁ na Folia 2026 · free street carnival ·
Three days of carnival: February 14, 15 and 16.
Case sheet
- Brand(s)
- Brahma
- Sponsor
- AMBEV
- Event
- BEAGÁ na Folia 2026 · free street carnival
- Date
- About the date
- Three days of carnival: February 14, 15 and 16.
- Venue
- Mineirão and Av. Afonso Pena, Belo Horizonte
- Format(s)
- Mass-event sponsorship
- Link with the brand
- Level of proof
- Primary source
Goal
Sponsor a free street carnival open to everyone.
Stated in the source.
Execution
A free street carnival, a “Grupo Raro project”, produced in partnership with Songs. “Brahma presents”: the brand signed the edition, and the festival’s post after the first day speaks of “making history with Brahma”. The announcement expected more than 1 million revellers; no count was published.
RARO’s role
Conceived and produced by RARO, with Songs
Result
Not measuredThe edition’s announcement, published before the carnival, expected more than 1 million revellers across the 2026 programme. It is an expectation, not a count.
Link with the brand
Declared sponsorship
Before the carnival, the press speaks of “Brahma’s sponsorship” and the promotional post, co-authored with the festival’s and RARO’s profiles, reads “Brahma presents”. After the first day, the festival’s post speaks of “making history with Brahma”.
The link says what the source states about the brand; the level of proof says what kind of source it is. Neither reveals a contract or amounts.
The three kinds of link
- Declared in the source
- The source says it in words: sponsorship, partnership or “presents”. “Announced” when the source predates the event.
- Documented activation
- There is a record whose subject is the brand’s action, such as a photo gallery devoted to it. It does not say whether it was sponsored.
- Presence on record
- The brand shows in the photos, a post, the menu or a wall at the event. It shows the brand was there; it does not prove a sponsorship. “Announced” when the source predates the event: then it only shows the announcement.
Sources
Discover the partyPhotos showing the brand
No photo of this case has been published yet. The proof is in the sources above.
Illustrative images
Promotional or event images that do not count as proof of this case. Each caption says where the image comes from.
BEAGÁ na Folia 2025, the previous edition: a moment from the event
Photo: BS Fotografias / Tulio Barros
BEAGÁ na Folia 2025, the previous edition: a moment from the event
Photo: BS Fotografias / Tulio Barros
BEAGÁ na Folia 2025, the previous edition: a moment from the event
Photo: BS Fotografias / Tulio Barros
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