An initiative organized by love.fútbol in partnership with Amazon will conclude with a community event on May 23 and an official opening on May 27
On May 23, the community of the Santo Afonso neighborhood in Betim will participate in a community workday marking the final stage of the revitalization of a sports facility at the Ramacrisna Institute. The initiative is led by love.fútbol, a global organization that drives social impact through the co-creation of sports spaces, and represents another phase of its collaboration with Amazon.
The effort is part of a project that goes beyond the physical renovation of the space. The goal is to transform an area already used by the community into a safer, more accessible, and better-suited multipurpose facility for sports, recreation, and social interaction. The official inauguration will take place on May 27.
The project follows love.fútbol’s methodology, centered on community leadership at every stage, from planning to execution. The community workday is a central part of this process, bringing together residents, volunteers, and staff from the participating organizations to carry out activities such as painting, finishing touches, and organizing the space.
According to love.fútbol project manager Matheus Leal, this integration with the community gives the initiative its true meaning. “Active community participation is what ensures that the space remains meaningful in daily life and is preserved over time. Over 20 years of working with communities in different countries, love.fútbol has observed firsthand how collective organization around a shared sports space strengthens the community. The sports space is usually the starting point of this process and directly contributes to people’s sense of belonging to the place where they live,” he explains.
Santo Afonso: Strong Community Organization and Strategic Partnership
The choice of the Santo Afonso neighborhood was not random. Located in an area of urban expansion in Betim, the community has strong local organization and relies on the Ramacrisna Institute as an important point of reference. With decades of experience in the areas of education, sports, culture, professional training, and social assistance, the institution serves a large part of the population and plays a fundamental role in building sustainable solutions in the region.
At the same time, the community faces challenges related to access to infrastructure, income, and opportunities. Data from the Atlas of Human Development in Brazil indicate that the region exhibits significant levels of inequality, with a per capita income of R$378.56 and approximately 39% of the population at risk of poverty.
In this context, the Ramacrisna Institute was key to making the project viable and ensuring its long-term sustainability.
Solange Bottaro, vice president of the Ramacrisna Institute, highlights the initiative’s impact on the community: “This space represents much more than a physical structure. It stems from community involvement and has established itself as a place for social interaction, learning, and opportunities. It is a collective achievement that strengthens the present and broadens future prospects for our youth and surrounding families,” she states.
The expectation is that the new space will expand access to sports and recreation, directly benefiting hundreds of children, adolescents, and families in the community, in addition to attracting around 500 new regular users. The improvements include the revitalization of a mini multi-sport court with a concrete floor and the construction of a retaining wall, ensuring greater safety for users.
love.fútbol and Amazon Reinforce Their Social Commitment with Global Impact
The initiative is part of the global partnership between love.fútbol and Amazon, launched in 2022, which has already made similar projects possible in different regions of Brazil and around the world.
love.fútbol leads methodological development, community engagement, and project implementation, while Amazon acts as a strategic partner, supporting the implementation of these initiatives and strengthening its social impact in the regions where it operates. “We believe our commitment to Brazil goes beyond our operations. Projects like this reflect our commitment to using our scale, our technology, and our capacity for innovation to deliver opportunities. We want to be a positive force for customers, for employees, for the planet, and for Brazilian communities,” says Amazon’s public policy manager, Bruno Canto.
The community workday on May 23 represents one of the initiative’s most important moments. During it, residents, volunteers, and Amazon employees come together to directly contribute to the space’s completion through activities such as painting and finishing touches.
The initiative serves as a catalyst for social engagement, strengthening bonds and fostering a sense of belonging. “It is at this moment that the space ceases to be a construction site and truly becomes the community’s own. Collective building fosters care, responsibility, and a connection to the local area,” emphasizes love.fútbol project manager Matheus Leal.
About love.fútbol
Since 2006, love.fútbol has co-created more than 100 safe sports spaces in partnership with communities in 18 countries, impacting hundreds of thousands of children. Each project goes beyond a simple space to play—it is a place of gathering, belonging, and pride, with a lasting impact on the community.
