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Initiative

Sociocultural Investment

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About the initiative

Tax incentives

In Brazil, we have expanded our generation of positive impacts in the communities where we operate through tax incentive that let companies allocate part of their income tax to cultural, sports, and social projects that meet the criteria of four laws: the Culture / Audiovisual Incentive Law (Rouanet), the Federal Sports Incentive Law, the Child and Adolescent Statute (Municipal Child and Adolescent Funds), and the Elderly Statute (Municipal Elderly Funds).
We use these incentives strategically to boost our contribution to the socioeconomic development of the country's diverse regions.
In 2024, we launched the #DeliveringTheBestOfBrazil Call for Proposals and selected 63 initiatives in entrepreneurship, fashion, digital inclusion, social inclusion through sports, among others.

Main results

R$ 40 million

Allocated in 2024

13

Brazilian states covered: AM, BA, CE, MG, PA, PB, PE, PI, RJ, RO, RS, SC e SP

63

Projects supported: 19 via the Culture/Audiovisual Incentive Law (Rouanet) 15 via the Federal Sports Incentive Law 16 via Childhood and Adolescence Funds 13 via Funds for the Elderly

Initiatives supported

Here are some of the initiatives supported through tax incentives in 2024:

The Psica Festival The Psica Festival is an independent event that promotes alternative music and urban culture in Belém do Pará, bringing together artists from different styles in an innovative program.
Taça das Favelas Organized by the Central Única das Favelas (CUFA), this football championship encourages social inclusion, empowers youth, and reinforces educational and civic values.
Instituto Reciclar (Recycle Institute) In São Paulo, Instituto Reciclar empowers vulnerable adolescents through professional, social, and personal development, helping them explore career paths, strengthen socio-emotional skills, and embrace entrepreneurship.
Walking Football Brasil Focused on senior well-being, Walking Football Brasil offers sports, cultural, and educational initiatives that promote digital literacy, financial empowerment, and an active lifestyle.

Learn more about our initiatives

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Mercado Libre Solidario

Through this program, we make our solutions ecosystem available to NGOs to boost their digital inclusion and the culture of digital donation in Latin America.

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Humanitarian aid

We have a structured protocol for addressing and responding to emergencies or public disasters, guaranteeing a quick and efficient response to support employees, partners, and impacted communities.

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Female entrepreneurship

We provided training to female entrepreneurs from 6 Latin American countries to help them enhance their financial and digital skills and grow their businesses.

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Personal Finance for the Youth

In partnership with Junior Achievement, this initiative provides basic concepts of financial education to young students in public schools in the region. The program offers basic knowledge about planning and provides financial tools for personal finance management.

We are acting today

We are acting today

We know the challenge is huge, but we also know that the time to act is right now.

Download Report 2024