What Sertões does

Sertões is a privately held Brazilian adventure sports platform founded in 1993 and headquartered in São Paulo, organizing multi-day off-road competitions across three core verticals: rally raid (Sertões Petrobras, the largest rally in the Americas and, since 2022, the world's largest by timed kilometers, traversing approximately 4,000 km in its 2026 edition), mountain biking (Sertões MTB and the MTB Cup championship launched in 2024), and kitesurf (Sertões Kitesurf, launched in 2021 as the world's largest rally of the modality). The platform extends into adventure tourism via Sertões Experience (off-road expeditions in destinations such as Jericoacoara and Preá), Sertões Expedições (non-competitive participatory access during the main rally), and the newly launched Sertões E-Bike Tour, with tourism packages distributed through a homologated network of certified operators. The underlying technology is an event management platform coordinating multi-stage competitions, supported by live timing (resultados.sertoes.com.br), YouTube streaming, a proprietary e-commerce storefront (lojasertoes.com.br), and owned media including the Vozes da Aventura podcast and documentary productions.

Revenue is generated through four streams: event registration fees (B2C via Ticket Sports), naming rights and corporate sponsorship (Petrobras as flagship, plus Monster Energy, Specialized, Can-Am, Mitsubishi, KTM, and others), tourism package transaction fees through certified operators, and merchandise sales via own storefront and partner retailers. A parallel non-profit arm, Instituto Sertões, operationalizes social programs (13-year SAS Brasil healthcare partnership, Rally da Educação reaching 160,000+ children) and the Sertões Ambiental environmental program (Carbon Neutral certification, ABNT 20121 alignment). The company employs 101-250 people and operates across all major Brazilian regions with no disclosed external venture or private equity investors.

Name

Sertões

Legal name

Sertões

Website

https://sertoes.com.br

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Sertões is a Brazilian adventure sports platform, founded in 1993, organizing multi-vertical rally, mountain biking, and kitesurf competitions across Brazil, complemented by adventure tourism, merchandise, and social-environmental programs through Instituto Sertões.

Ownership category

akta.pro rank

Product category

Adventure Sports Events

NAICS

Tour Operators (56152), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

akta.pro secondary industry

Motorized Adventure Rentals & Guides (ATV/UTV, Snowmobile, Dirt Bike) (THAAALAJ)

Keywords

• Adventure sports events
• Off-road rally racing
• Mountain biking competitions
• Kitesurf rally events
• Adventure tourism

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Revenue from participant registrations for rally, MTB, and kitesurf competitive events across multiple formats and categories
2. Tourism Packages: Adventure tourism experiences sold through certified expedition operators including Sertões Experience, E-Bike Tours, and multi-day off-road expeditions in destinations like Jericoacoara and Preá
3. Naming Rights and Sponsorship: Corporate sponsorship deals including naming rights (e.g., Sertões Petrobras), official sponsors, and promotional partnerships with companies seeking access to adventure sports audiences
4. Merchandise Sales: Official merchandise and branded products sold through the Sertões store and partner retail locations including La Maglia, Season, Hupi, and others

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Sertões organizes and promotes multi-vertical adventure sports competitions across Brazil, including off-road rally raids (cars, motorcycles, UTVs), mountain biking championships, and kitesurf rallies. The company also operates adventure tourism experiences through certified expedition operators and runs social and environmental programs via Instituto Sertões. Revenue is generated from participant registrations, corporate sponsorships, merchandise sales, and tourism packages.

Product overview

Sertões is Brazil's largest adventure sports platform comprising three main verticals: Rally (Sertões Petrobras, Sertões Series), Mountain Bike (Sertões MTB Cup, MTB Ibitipoca, MTB Nova Lima), and Kitesurf (Sertões Kitesurf). The platform extends into tourism experiences including Sertões Experience (off-road expeditions), Sertões E-Bike Tour, and Sertões Expedições. Supporting programs include Sertões Social (healthcare, education, social initiatives) and Sertões Ambiental (environmental sustainability with Carbon Neutral certification). The ecosystem also includes the Sertões Institute, commercial partnerships, and the podcast 'Vozes da Aventura'.

Differentiator

Problem solved

Functional benefit

Brands

• Sertões Rally: The main rally event, the largest off-road competition in the Americas, featuring cars, motorcycles, UTVs, and quadricycles.
• Sertões MTB
• Sertões Kitesurf
• Sertões Experience
• Sertões E-Bike Tour

Products and services

• Sertões Petrobras The flagship off-road rally event, recognized as the largest rally in the Americas and the largest rally in the world by timed kilometers in 2022. Features cars, motorcycles, UTVs, and quadricycles competing across multi-day timed stages through Brazil's diverse terrain.
• Sertões MTB Cup Mountain biking championship featuring multi-stage competitions including MTB Ibitipoca and MTB Nova Lima with Pro and E-Bike categories. Designed for cyclists ranging from elite professionals to recreational riders interested in technical trails and scenic destinations.
• Sertões Kitesurf

Quantifiable outcome

• Carbon Zero certification achieved across all events through CO2 emission compensation via verified projects
• +3 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• PetrobrasflagshipGTM or Marketing Partner · 22 August 2026Petrobras holds naming rights for the main Sertões rally event (Sertões Petrobras), representing the flagship partnership for the rally vertical. Sertões Petrobras 2026 runs August 22-30 with approximately 4,000 km route starting and ending in Goiânia.
• SAS BrasilcoreStrategic or Co-development PartnerSocial startup born from Sertões 13 years ago providing free medical attention to communities along rally routes. Brings 20+ health specialties to regions where specialist care can take 2+ years to access. Has zeroed local health system demands in attended municipalities.
• ConasacoreStrategic or Co-development PartnerInfrastructure holding company providing water filter kits to rural families in cities along rally routes. Partnership includes training communities to build filters using locally available materials.
• Pro TorkcoreStrategic or Co-development PartnerLargest motorparts factory in Latin America, hosting Sertões Series Paraná base at Super Posto Pro Tork. Provides UTV Sportbay category with standardized Can-Am Maverick R vehicles and prize money for competitors.
• Monster EnergycoreGTM or Marketing PartnerSponsorship partner for UTV competition, supporting the Monster Energy Varela Rally team including Rodrigo Varela/Matheus Mazzei who won Sertões Series Paraná 2026.
• Lwart Soluções AmbientaiscoreStrategic or Co-development PartnerEnvironmental solutions company handling used lubricating oil rerrefining. Collects oil from rally teams, rerrefines it at Lençóis Paulista facility into base oil for new lubricants.
• Soul UP and GreenercoreStrategic or Co-development PartnerCarbon offset partners neutralizing estimated 500 tonnes of CO2 emissions from Sertões Series Paraná through verified carbon credit projects.
• SpecializedcoreGTM or Marketing PartnerMajor cycling brand continuing partnership with Sertões MTB for 2026 season, providing support and brand presence at mountain bike events.
• SRAMminorGTM or Marketing PartnerSuspension brand sponsoring Desafio Rock Shox at Sertões MTB Nova Lima, awarding Rock Shox Lyrik Ultimate Charger suspension to fastest rider in specific descent challenge.
• QI TechminorGTM or Marketing PartnerSupporting partner for podcast 'Vozes da Aventura', the Sertões original content series featuring conversations with community members and social impact stories.
• Neil Woolridge Motorsports (NWM)coreTechnology or IntegrationSouth African preparation company partnered with Ford for Ford Ranger NWM Evo Plus T1+ rally vehicles used by Marcos Baumgart/Kleber Cincea, bicampeons of Sertões.
• Instituto SertõescoreOthersNon-profit institute responsible for organizing Sertões events and implementing social, environmental, and educational programs. Run by CEO Leonora Guedes.
• ACMRSC (Associação dos Catadores de Materiais Recicláveis de Siqueira Campos)minorStrategic or Co-development PartnerLocal recyclable materials association handling waste separation and proper disposal from Sertões Series Paraná event, generating income for waste picker families.
• Poiato ReciclaminorStrategic or Co-development PartnerCigarette butt recycling company collecting and transforming butts into non-toxic cellulosic mass for handicrafts and corporate gifts.
• Can-Am (BRP)coreTechnology or IntegrationUTV manufacturer providing Maverick X3 vehicles for Sertões Experience expeditions. The same model has won numerous rally championships globally including Sertões.
• Mitsubishi Motors BrasilcoreTechnology or IntegrationPartnership for L200 Triton vehicles for Sertões Experience tours and Triton Katana R debut in competition at Sertões Series Paraná.
• KTMcoreTechnology or IntegrationMotorcycle brand providing KTM 350 EXC-F 2022 models for Sertões Experience motorcycle expeditions in Jericoacoara region.
• CBVela (Confederação Brasileira de Vela)coreStrategic or Co-development PartnerOfficial calendar partner for Sertões Kitesurf, alongside ABK (Associação Brasileira de Kitesurf).
• ABK (Associação Brasileira de Kitesurf)coreStrategic or Co-development PartnerOfficial calendar partner for Sertões Kitesurf alongside CBVela, providing legitimacy and athlete network for the world's largest kitesurf rally.

Scale indicators12 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Brasil Pro Tour (kitesurf): Brazilian kitesurf competition circuit. Direct peer in product (competitive kitesurf events), geography (Brazil), and customer base (Brazilian kitesurf athletes). Sertões Kitesurf is positioned as the largest rally globally in the modality, while Brasil Pro Tour operates as a tour-format circuit.
• Cape Epic: South African multi-stage MTB race, globally considered the benchmark event in stage mountain biking. Direct peer in product (multi-stage MTB), customer (elite amateur/professional cyclists), and operational complexity. Sertões MTB Ibitipoca referenced the Cape Epic model in its development.
• XTERRA: Global off-road triathlon and adventure racing event series. Comparable in adventure-sports positioning, destination-based event format, and multi-vertical event portfolio strategy that mixes sport, tourism, and lifestyle branding — overlapping with Sertões's adventure tourism and multi-sport positioning.
• Brasil Ride: Brazilian multi-stage mountain bike race that directly competes with Sertões MTB Cup in the same geography, athlete pool, and stage-race format. Highly comparable in product offering (multi-day MTB events) and target customer (elite Brazilian cyclists), though Brasil Ride focuses exclusively on MTB whereas Sertões MTB is one vertical within a broader platform.
• Dakar Rally (ASO / Amaury Sport Organisation): The original global rally raid from which Sertões was directly inspired in 1993. ASO operates the Dakar across multiple countries with cars, motorcycles, and UTVs — directly comparable to Sertões Petrobras in vehicle categories, multi-stage format, and adventure sports positioning, though operating globally versus Sertões's Brazil-only scope.

Broad incumbents

• Ironman (World Triathlon Corporation): Global mass-participation endurance event operator owned by Advance Publications. Comparable in multi-sport mass-participation event business model, tiered championship structure, and sponsorship-driven economics, though operating across triathlon globally versus Sertões's rally/MTB/kitesurf focus in Brazil.

Regional players

• La Ruta de los Conquistadores: Costa Rican multi-stage mountain bike race. Directly comparable in MTB stage-race format and Latin American adventure-sports positioning, though regional to Central America rather than Brazil, providing a useful regional benchmark for Sertões MTB's competitive positioning.
• Mediterranean Epic: Spanish multi-stage mountain bike race. Comparable in MTB stage-race format and destination-tourism positioning, though operating in Europe. Useful as a benchmark for how Sertões MTB Cup's multi-stage championship structure compares against established international stage-race operations.

Emerging players

• Adventure Racing World Series (ARWS): Global adventure racing series organizing expedition-style multi-sport events. Comparable in multi-sport adventure event format and target customer (adventure-sports enthusiasts), though focused on team-based expedition racing rather than motorized rally or single-sport MTB/kitesurf.
• TransRockies Run / Trans Baviaans: Multi-day mountain running and cycling stage events. Comparable in stage-race format, mountain-sport athlete base, and tourism-adjacent destination marketing, though smaller in scale and lacking the motorsport/rally component that is Sertões's flagship vertical.

Market position

Strengths5 records

Weaknesses4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SertoesOficial
• YouTubeyoutube.com/c/SertoesOficial
• Facebookfacebook.com/sertoesoficial
• LinkedInlinkedin.com/company/sertoesoficial
• Instagraminstagram.com/sertoes?igsh=MTcybGtxMzRnMGl6ag==

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Sertões