Dream factory

What Dream factory does

Dream Factory is a Brazilian live entertainment platform that organizes and operates a portfolio of more than 20 branded events and festivals, anchored by its role as organizer of Rio de Janeiro's street Carnival since 2010 under a three-year municipal contract (2024-2026). The portfolio spans athletic events (Maratona do Rio, Maratoninha, Dream Tour surfing circuit, Rally dos Sertões, Mano a Mano), cultural festivals and seasonal celebrations (CarnaBrasil, São João, Natal da Lagoa, Árvore do Rio), arts (ArtRio), innovation/ESG (Glocal), and creator/gaming (VidCon Brazil, Gank!, MNFST), with operations across Rio de Janeiro, São Paulo, Salvador, and at least four additional Brazilian cities. The company is part of Grupo Dreamers, Brazil's largest communication and entertainment group comprising 18-19 affiliated companies, and operates four wholly-owned service subsidiaries: Dream Experience (brand activation), Dream IE (strategic consulting), Go Dream (ticketing and event ecosystem), and Loc Hub (temporary event infrastructure).

Dream Factory generates revenue primarily through private sponsorship of its owned events and through B2B brand activation services sold to enterprise clients. Sponsorship is quote-based and negotiated directly with corporate brands; the 2025 Rio street Carnival edition attracted approximately R$40 million in private sponsorship from a roster including Ambev, Mercado Pago, iFood, 99, Airbnb, and Esportes da Sorte. The Dream Experience division sells integrated campaigns combining digital content, influencer activations, experimental marketing, and live event production to clients including Paramount, Visa, Magalu, Brahma, Stella Artois, and Halo. Go Dream handles event ticketing and registration for consumer-facing events such as Maratoninha. Pricing is not publicly disclosed and contracts are negotiated individually.

The core technology underpinning the business is event production and live entertainment management, complemented by a social-media-driven creative analytics capability referenced in select campaigns; no proprietary AI models, APIs, or software platforms are disclosed. The company's stated competitive advantages are its established brand recognition in Rio Carnival and related cultural properties, its long-term municipal and corporate contracts, and the distribution and resource advantages provided by the broader Grupo Dreamers ecosystem. Headcount is reported in the 101-250 range, the company is privately held, and no external funding rounds, M&A activity, or leadership changes are disclosed in the available data.

Name

Dream factory

Legal name

Dream Factory

Website

https://dreamfactory.com.br

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Dream Factory is a Brazilian live entertainment platform that organizes 20+ branded events including Rio's street Carnival, Maratona do Rio, ArtRio, and CarnaBrasil, selling private sponsorship and brand activation services to enterprise clients across multiple verticals as part of Grupo Dreamers.

Ownership category

akta.pro rank

Product category

Live Entertainment and Event Production

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Other Performing Arts Companies (71119)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Festival & Live Entertainment Brand Partnerships (MPAAAGAF), Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD), Corporate Celebrations & Milestone Events (Anniversaries, Holiday Parties) (MPAGAHAC)

Keywords

• Live event production
• Brand activation services
• Festival management
• Corporate sponsorship marketing
• Cultural entertainment platform

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Event Sponsorship: Dream Factory generates primary revenue through private sponsorship of its organized events, including Rio's street Carnival, Maratona do Rio, ArtRio, and other festivals. Brands pay for association with major cultural events, with sponsors including Ambev, Mercado Pago, iFood, 99, Airbnb, and Esportes da Sorte. The 2025 street Carnival edition attracted approximately R$40 million in private sponsorship.
2. Brand Experience and Activation Services: Dream Experience division provides integrated campaigns combining digital content, experimental marketing, and live event activation to corporate clients. Services include influencer actions, B2B relationship marketing, creative data-driven campaigns, and artistic direction for brand events.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Dream Factory is a live entertainment and event production platform that organizes, produces, and operates more than 20 branded festivals and events across Brazil — including Rio's street Carnival, Maratona do Rio, ArtRio, CarnaBrasil, Árvore do Rio, Rally dos Sertões, and MNFST. Through its Dream Experience division, it sells integrated brand-experience, influencer-activation, and creative-data campaigns to corporate clients, while supporting units Go Dream (event ecosystem/ticketing), Loc Hub (event infrastructure), and Dream IE (strategic consulting) round out the offering. Revenue is generated primarily through private event sponsorship packages and contracted brand-activation services.

Product overview

Dream Factory is a business platform centered on live entertainment, operating as the first multi-thematic live entertainment platform in Brazil and part of Grupo Dreamers. The portfolio consists of multiple distinct branded events and services, including: athletic events (Maratona do Rio, Maratoninha, Dream Tour surfing circuit, Mano a Mano, Rally dos Sertões), cultural festivals (CarnaBrasil, São João, MECA, MNFST), art events (ARTRIO), seasonal celebrations (Árvore do Rio, Natal da Lagoa), innovation platforms (Glocal), creator/gaming events (VidCon Brazil, Gank!), and supporting services (Dream Experience for brand activations, Go Dream for event ecosystem, Loc Hub for infrastructure, and Dream IE for consulting). The company has organized Rio's street Carnival since 2010 and operates from Rio de Janeiro and São Paulo.

Differentiator

Problem solved

Functional benefit

Brands

• Maratona do Rio: 21-year-old running festival, the largest street race festival in Latin America with over 35,000 participants
• CarnaBrasil
• Árvore do Rio
• Natal da Lagoa
• Rally dos Sertões
• Mano a Mano
• MNFST
• Glocal
• MECA
• ArtRio
• VidCon
• Dream Tour
• Gank
• Maratoninha
• São João
• Dream Experience
• Dream IE
• Go Dream
• Loc Hub

Products and services

• Maratona do Rio The largest street running festival in Latin America, with 35,000+ participants and R$75 million in economic impact, offering physical and virtual races, a loyalty club, official products, and year-round content for runners in Brazil.
• ArtRio One of the most relevant art events in the Latin American calendar, an art fair platform attracting 50,000+ attendees per edition with R$50 million in earned media.
• CarnaBrasil The official platform for Brazil's street Carnival, operating across multiple cities including Rio de Janeiro, São Paulo, and Salvador, and reaching 37+ million revelers with R$8+ billion in total economic impact.
• Rio Street Carnival (Carnaval de Rua do Rio) Rio de Janeiro's street Carnival, organized by Dream Factory under a three-year municipal contract (2024-2026), attracting approximately R$40 million in private sponsorship in 2025 and drawing six million revelers with R$5.7+ billion in expected local economic impact.
• Árvore do Rio The largest floating Christmas tree in the world and Rio de Janeiro's most traditional Christmas icon, drawing 1.3 million visitors and generating R$223 million in economic impact.
• Natal da Lagoa Christmas entertainment, gastronomy, and well-being event around Lagoa Rodrigo de Freitas in Rio de Janeiro, featuring three themed environments with attractions.
• Rally dos Sertões The largest rally in the Americas, expanded into a multi-sport platform covering rally, kite, and bike modalities across diverse Brazilian locations.
• Mano a Mano Series of unusual sporting challenges with iconic athletes in special locations, broadcast live on Grupo Globo's Esporte Espetacular, Jornal Nacional, and Fantástico, featuring athletes such as Usain Bolt and Marta.
• Dream Tour Brazil's national championship circuit for surf development and consecration, organized in partnership with CBSurf across six stages with the largest national surf prize.
• MNFST A festival combining music, art, technology, and sustainability, with approximately 40,000 participants.
• MECA A multi-cultural platform connecting people, building communities, promoting encounters, and creating content for a new generation, with events across five Brazilian cities.
• Glocal An innovation and social transformation platform focused on ESG principles that reimagines the world through sustainability lenses.
• VidCon Brazil The largest meeting of the creator economy industry in Brazil, bringing together 120+ creators with 12,000 expected attendees, including content creator events like the Paramount Dexter New Blood launch activation.
• São João The main São João festival platform in Brazil, celebrating Northeast Brazilian cultural heritage, reaching 10+ million people and generating R$1 billion in economic impact.
• Maratoninha The most famous children's running event in Rio de Janeiro, a family-friendly moment promoting social inclusion and physical activity from early ages, with registration handled via the Go Dream platform.
• Gank! A cross-culture festival placing creators at the center of experience and celebrating the gaming universe, with 30,000+ expected attendees.
• Dream Experience The brand-experience agency division of Dream Factory, offering integrated communication campaigns, influencer actions, creative data-driven solutions, B2B relationship marketing strategies, and artistic direction for corporate clients such as Visa, Magalu, Paramount, Stella Artois, Brahma, and Halo.
• Go Dream A complete ecosystem for event realization operated by Dream Factory, including an e-commerce ticketing and registration platform used for events such as Maratoninha.
• Loc Hub Specialized rental and assembly of temporary infrastructure for cultural and sports events, including furniture, queues, boxes, flooring, stages, tents, and platforms, with its own structures for mega events.
• Dream IE (Dream Inteligência Estratégica) Strategic consulting service with a strategy team using collaborative construction tools, creative sprints, and workshops for business development and communications strategy.

Quantifiable outcome

• R$40 million in private sponsorship attracted for 2025 Rio street Carnival
• +6 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered flagship and core.

• Ambev (Brahma)flagshipGTM or Marketing PartnerMajor sponsor of Rio's street Carnival and partner for brand activation campaigns. Dream Factory organizes Carnival with stable sponsor brands including Ambev, with a three-year contract (2024-2026) providing operational predictability.
• Mercado PagocoreGTM or Marketing PartnerPrivate sponsor of Rio's street Carnival 2025 edition, contributing to the R$40 million sponsorship total.
• iFoodcoreGTM or Marketing PartnerPrivate sponsor of Rio's street Carnival 2025 edition, contributing to the R$40 million sponsorship total.
• 99coreGTM or Marketing PartnerPrivate sponsor of Rio's street Carnival 2025 edition, contributing to the R$40 million sponsorship total.
• AirbnbcoreGTM or Marketing PartnerPrivate sponsor of Rio's street Carnival 2025 edition, contributing to the R$40 million sponsorship total.
• Esportes da SortecoreGTM or Marketing PartnerPrivate sponsor of Rio's street Carnival 2025 edition, contributing to the R$40 million sponsorship total.
• Grupo GloboflagshipStrategic or Co-development PartnerPartner for Mano a Mano sporting event, with live broadcast on Esporte Espetacular and coverage in Jornal Nacional and Fantástico. The partnership provides major media exposure and earned media value.
• CBSurfcoreStrategic or Co-development PartnerPartnership with CBSurf for Dream Tour national surfing championship, designed to develop and elevate Brazilian surfing ecosystem.
• ParamountflagshipStrategic or Co-development PartnerPartner for VidCon Brazil and content creator events, including Dexter New Blood launch activation featuring recreated iconic scenes transformed into content studios for influencer buzz.
• MagalucoreGTM or Marketing PartnerShared value marketing campaigns including BRT reforms, beach umbrella renewal on Rio's waterfront, and Cristo Redentor light and laser show celebration.
• VisacoreGTM or Marketing PartnerB2B relationship marketing services including promotions, incentive campaigns, events, activations, and institutional presentations for banking partners.
• Stella ArtoiscoreGTM or Marketing PartnerCreative data-driven Christmas Market campaign that addressed pre-year-end tension phenomenon identified through social media BI analytics.
• HalocoreGTM or Marketing PartnerScreening Show with 100 drones, 40-voice choir, and 3D mapping for Halo live-action series premiere, demonstrating Dream Experience's artistic direction and execution capabilities.
• Loc HubcoreImplementation/ SI/ Consulting PartnerInfrastructure solutions partner specializing in temporary infrastructure rental and setup for cultural and sports events, with own structures for mega events.
• Go DreamcoreChannel Partner/ Reseller/ DistributorComplete ecosystem for event execution including ticketing platform for registrations like Maratoninha.
• Grupo DreamersflagshipOthersParent company and part of Brazil's largest communication and entertainment group, which includes 18+ other companies providing complementary expertise and distribution capabilities.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Endeavor (WME): Global talent representation, sports, and experiential events company. Comparable at the intersection of talent, events, and brand experiences — particularly for properties like Mano a Mano involving marquee athletes.
• Live Nation Entertainment: World's largest live entertainment company operating festivals, concerts, and ticketing globally. Comparable as a live entertainment platform and sponsorship seller, though at much larger scale and with a different geographic focus.
• Momentum Worldwide: Global experiential marketing agency within the Interpublic Group. Overlaps with Dream Experience on sponsorship activation and brand experience design, but operates at significantly larger scale with broader portfolio services.

Direct peers

• T4F (Time For Fun): Brazil's largest live entertainment promoter, producing concerts, festivals, and large-format events across the country. Directly comparable as a Brazilian live entertainment operator selling sponsorship and ticketing to corporate brands and consumers.
• Sparks: Global experiential and brand activation agency producing live experiences, pop-ups, and sponsorship activations. Comparable as a peer in the brand experience and event-driven marketing services layer.
• Jack Morton Worldwide: Global experiential marketing agency producing brand experiences, sponsorship activations, and live events for enterprise brands. Directly comparable to Dream Experience's brand activation and integrated campaign work.
• Rock World / Move Concerts: Brazilian concert and festival promoter organizing major music events. Comparable as a competitor in the Brazilian live entertainment and sponsorship-driven event business.
• Bonus Track Eventos: Brazilian event production and experiential marketing agency producing festivals, corporate events, and brand activations. Closely comparable on the live event production and brand experience delivery layer.

Regional players

• LDC (Liga do Comércio) / Grupo Abril Events: Brazilian media conglomerates with event and experiential marketing arms operating in Brazil. Comparable as large regional players in Brazilian live events and brand experiences, though typically as part of broader media portfolios.

Emerging players

• Sympla: Brazilian event ticketing and management platform. Comparable as part of the broader Brazilian live event ecosystem and as a competitor/partner to Go Dream's ticketing layer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@DreamTalks-videocast
• LinkedInlinkedin.com/company/dream-factory
• Instagraminstagram.com/dreamfactory_brasil

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dream factory