I🖤PRIO Race will debut in September in Rio de Janeiro, uniting sport and culture

05 Jun 2025

The city of Rio de Janeiro is set to host a new festival that combines sports, culture, and entertainment. The I🖤PRIO Race will take place on September 13^th at the Brazilian Jockey Club track, as part of the company’s 10^th anniversary celebration. The event will feature 5km (individual) and 10km (individual or relay in pairs) routes, and participants will also have access to a special program that includes live shows and exclusive attractions. Among the confirmed highlights are electronic duo Dubdogz and DJ Carol Emmerick.

Starting at 4:30 p.m., the race will be open to the public and aims to bring together 3,500 participants in its first edition. In addition to the sports structure, the festival will have a complete recovery area for athletes and an all-inclusive VIP area, which will offer different services for those looking for an even more comfortable experience.

“Holding this race is the manifestation of our passion for Rio and our commitment to offering exclusive experiences that connect people. We want to celebrate our 10^th anniversary in a vibrant way, combining sport, which is in our DNA, with music and culture, in one of the city’s most emblematic settings, which also houses our theater,” says Olívia Richardson, Head of Communications and Marketing at PRIO. “This event reinforces our legacy and how much we value well-being and involvement with the Rio community, reflecting the pillars of our I🖤PRIO platform and our Health and Wellness Program,” she adds. 

The event is part of the I🖤PRIO sponsorship platform, through which the company has already invested over R$ 100 million in sports and cultural projects. Among the events supported are the Rio Marathon, Gigantes de Nazaré, XTerra, WTR, Uphill and XP Live Run, consolidating PRIO’s role as a brand that fosters the sporting and cultural lifestyle in Rio de Janeiro.