Yescom

What Yescom does

Yescom Serviços LTDA (DBA Yescom Entretenimento Esportes Comunicação) is a privately held Brazilian sports event management company headquartered in Alphaville, Barueri, São Paulo. Founded in 1999, the company organizes large-scale road running events across Brazil's Southeast, including the Maratona Internacional de São Paulo, Meia Maratona Internacional do Rio de Janeiro, Volta Internacional da Pampulha, and Dez Milhas Garoto, plus a portfolio of licensed IP-themed events (DC Comics, Sanrio Hello Kitty, Mattel Barbie, Cartoon Network), cause-related events (IBCC breast cancer run), and family/pet events (Corrida Garotada, Cachorrida).

The company's technology stack consists of a proprietary online registration system hosted at yescom.com.br and a licensed registration platform at minhasinscricoes.com.br, integrated with Brazilian payment rails (boleto, PIX, credit card installments). Race operations rely on disposable electronic chip timing with image-based and facial recognition backup systems, results published within 72 hours of event completion, and athlete database hosting on AWS and IBX SP3/CL9 with LGPD-compliant data handling.

Yescom's revenue model combines four streams: participant registration fees across Promo, Basic, and Premium tiers with family combo packages and 50% discounts for athletes 60+; corporate title and presenting sponsorships; media rights and broadcasting relationships with major TV networks; and event merchandise sales through the YouMercado online store. Distribution is primarily direct via online registration, supported by in-person registration at headquarters and authorized retail kit-pickup locations (Decathlon stores, shopping centers). The Top Races Brasil loyalty program creates cross-event retention by bundling the four largest Brazilian running events under a completion-reward structure, and the company holds official certifications from the Federação Paulista de Atletismo and Confederação Brasileira de Atletismo.

Name

Yescom

Legal name

Yescom Serviços LTDA

Website

https://yescom.com.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Yescom is a Brazilian sports event management company that organizes major road running events across Brazil, including flagship marathons, half-marathons, and licensed IP-themed runs, monetizing through participant registration fees, corporate sponsorships, media rights, and event merchandise.

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (7112)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Sports event management
• Road race organization
• Marathon events
• Licensed themed runs
• Running event registration

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Primary revenue stream from participant registration fees charged for race entries. Fees vary by event tier (Promo, Basic, Premium) and include optional service fees charged by third-party ticketing providers. Participants pay via boleto, PIX, or credit card with installment options.
2. Sponsorship and Brand Partnerships: Revenue generated from corporate sponsors who associate their brands with Yescom events. Sponsors receive media exposure through event coverage, TV broadcasts, and brand activation opportunities at event arenas.
3. Media Rights and Broadcasting: Commercial relationships with major TV networks and media outlets for event coverage and broadcasting rights, contributing to sponsor value proposition and brand exposure.
4. Event-Related Product Sales: Sale of event merchandise and accessories through the YouMercado online store platform, including official event apparel and collectibles.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Yescom is a Brazilian sports event management company that plans, organizes, and operates mass-participation road running events nationwide. Its portfolio includes flagship marathons and half-marathons (São Paulo Marathon, Rio Half Marathon, Volta da Pampulha, Dez Milhas Garoto), federation-certified athletics competitions, and a growing slate of IP-licensed themed runs (DC Comics, Sanrio, Mattel). Complementing event operations, Yescom runs proprietary online registration systems, electronic chip timing, athlete expos, kit delivery logistics, and merchandise sales.

Product overview

Yescom is a sports event management company that organizes major athletics and running events across Brazil. The company operates a diverse portfolio of branded and themed running events, ranging from traditional marathons and half-marathons to licensed branded events with entertainment properties (DC Comics, Sanrio, Mattel). Core flagship events include the Maratona de São Paulo, Meia Maratona de São Paulo, Meia Maratona do Rio, Volta da Pampulha, and Dez Milhas Garoto. These are complemented by themed events like Superman/Supergirl Run, Batman Run, Wonder Woman Run, Hello Kitty Fun Run, and Corrida Cartoon. Yescom also organizes children's races (Corrida Garotada), dog walks (Cachorrida), and cause-related events (IBCC Breast Cancer Run). The Top Races Brasil series ties together the four largest events, rewarding athletes who complete all four with special medals. Supporting services include an electronic chip timing system, online registration platforms (proprietary and licensed via Minhas Inscrições), and athlete expo events. With over 30 years of experience, Yescom maintains commercial relationships with major TV networks and government sports bodies.

Differentiator

Problem solved

Functional benefit

Products and services

• Maratona Internacional de São Paulo Yescom's flagship annual marathon event in São Paulo, offering marathon (42K), half-marathon, and 10K distances. Includes federation-certified course, chip timing, medal, kit, and athlete expo at Parque Ibirapuera.
• Meia Maratona Internacional de São Paulo Half-marathon event (21K) in São Paulo's Zona Leste offering 21K, 10K, and 5K distances. Includes chip timing, kit delivery, and includes adapted categories for athletes with disabilities.
• Meia Maratona Internacional do Rio de Janeiro Half-marathon event in Rio de Janeiro running from Marina da Glória to Leblon/Aterro do Flamengo. Part of the Top Races Brasil series. The 28th edition is scheduled for August 2026.
• Volta Internacional da Pampulha Annual running event around Pampulha Lake in Belo Horizonte, Minas Gerais, traditionally offering multiple distances. The 27th edition is scheduled for December 2026. Part of the Top Races Brasil series.
• Dez Milhas Garoto Iconic 10-mile (16.09 km) road race held in Vitória and Vila Velha, Espírito Santo, with title sponsorship from Chocolates Garoto S.A. Registration limited to 20,000 athletes. The 35th edition is scheduled for September 27, 2026.
• Supergirl & Superman Run DC Comics-licensed themed running event featuring Superman and Supergirl branding, offering 5K, 10K, and 15K distances plus a 5K walk. The 7th edition is scheduled for June 28, 2026, at Ibirapuera Park in São Paulo.
• Top Races Brasil Premium race series tying together the four largest Brazilian running events—Maratona de São Paulo, Meia Maratona do Rio, Volta da Pampulha, and Meia Maratona de São Paulo. Athletes completing all four earn a special Top Races medal.
• Batman Run Series DC Comics Batman-themed running event in São Paulo. The 8th edition is scheduled for September 19, 2026.
• Corrida Mulher-Maravilha (Wonder Woman Run) DC Comics Wonder Woman-themed running event held in São Paulo and Rio de Janeiro. The 30th São Paulo edition was held March 8, 2026, and the 31st Rio edition is scheduled for March 29, 2026.
• Hello Kitty and Friends Fun Run Sanrio Hello Kitty-themed family fun run with multiple distances in Rio de Janeiro and São Paulo. Licensed through YBrands. The 2nd Rio edition is scheduled for June 21, 2026, and the 3rd São Paulo edition for August 2, 2026.
• Corrida Garotada Children's running event for ages 6–17, held in conjunction with Dez Milhas Garoto. Distances from 200m up to 1.6 miles, limited to 3,500 entries, with parental registration required. The 23rd edition is scheduled for September 26, 2026.
• Cachorrida Garoto Dog walking/running event (tutor plus dog duo) held alongside Dez Milhas Garoto. Limited to approximately 700 dog-owner pairs over a roughly 1-mile course. The 5th edition is scheduled for September 26, 2026.
• Corrida e Caminhada Contra o Câncer de Mama (IBCC) Breast cancer awareness running and walking event held in São Paulo and Rio de Janeiro to support IBCC cancer research. The 63rd Rio edition is scheduled for August 23, 2026, and the 64th São Paulo edition for October 11, 2026.
• Corrida do Café Themed running event celebrating Brazilian coffee culture, held in São Paulo. The 6th edition is scheduled for May 17, 2026, at Praça do Patriarca.
• Corrida Cartoon (Cartoon Network Run) Cartoon Network/Mattel-themed running event featuring branded characters. The 15th São Paulo edition is scheduled for September 20, 2026, and the 7th Rio edition for November 29, 2026.
• Expo Atleta (Athlete Expo) Pre-event exhibition and kit pickup experience held adjacent to major events. Includes sponsor activations, partner product displays, and distributed race kits; serves as a ticketed consumer-facing component of each flagship event.
• Online Registration System (Yescom + Minhas Inscrições) Proprietary and licensed online registration platform powering event sign-ups for all Yescom events. Supports credit card (up to 3 installments), PIX, and bank boleto payments, and integrates athlete registration data with race results publication.
• Meia Maratona Internacional de Guarulhos Half-marathon event held in Guarulhos, São Paulo, part of the Top Races Brasil series.

Quantifiable outcome

• Results published within 72 hours of event completion through automated timing and classification systems
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

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

• Chocolates Garoto S.A.flagshipStrategic or Co-development Partner · 27 September 2026Title sponsor of the Dez Milhas Garoto event, one of Brazil's largest road races. Garoto provides primary sponsorship funding and brand association while Yescom manages event organization, registration, and operations. Athlete registration data is shared with Garoto for event delivery purposes only, per privacy policy.
• DC Comics and Warner Bros. Entertainment Inc.flagshipStrategic or Co-development Partner · 28 June 2026Licensed intellectual property partnership for Supergirl & Superman themed running events. DC Comics provides character licensing while Yescom organizes and operates events. All related characters and elements are property of DC Comics and Warner Bros. Entertainment Inc.
• SanrioflagshipOEM/ Whitelabel/ Licensing Partner · 21 June 2026Licensed intellectual property partnership for Hello Kitty and Friends themed running events. Sanrio provides brand licensing through YBrands while Yescom organizes and operates events with character-themed merchandise and branding.
• CAIXA and Government FederalcoreGTM or Marketing Partner · 26 January 2025Government sponsorship of Meia Maratona Internacional de São Paulo providing federal funding and brand association. CAIXA serves as primary sponsor alongside government support for major running events.
• Federação Paulista de Atletismo (FPA)coreStrategic or Co-development PartnerTechnical supervision and regulatory oversight for São Paulo events. FPA provides official athletics federation certification required for official race classifications and rankings.
• Confederação Brasileira de Atletismo (CBAt)coreStrategic or Co-development PartnerNational athletics confederation providing event supervision, rules compliance, and official recognition for major marathon and half-marathon events organized by Yescom.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure provider for Yescom's database hosting and online registration systems. AWS provides secure, certified data center services alongside IBX SP3/CL9 for business continuity.
• Shopping Metrô ItaqueracoreGTM or Marketing PartnerVenue partner for Meia Maratona de São Paulo, providing parking infrastructure for race start/finish area and kit pickup locations in São Paulo's Zone East.
• MovidaminorGTM or Marketing PartnerVehicle rental company providing presentation sponsorship for multiple Yescom events including Meia Maratona de São Paulo and Supergirl & Superman Run.
• Unimed-ESminorGTM or Marketing PartnerHealth insurance provider offering special sponsorship for Dez Milhas Garoto event, providing medical support coverage and brand visibility at the event in Espírito Santo.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/yescom
• YouTubeyoutube.com/channel/UCQHmIm0GLFzg3YtLmlFpVAA
• Facebookfacebook.com/yescombrasil
• LinkedInlinkedin.com/company/yescom-entretenimento-esportes-e-marketing.
• Instagraminstagram.com/yescom
• TikToktiktok.com/@yescombrasil

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Yescom