Prazeres United
Growing a free football club in Morro dos Prazeres favela into a brand, community and movement
My role
Brand, Marketing, Partnerships & Growth.
Period
2025 - current
About
Founded in 2024 by Willem Mulders, Prazeres United is the first free football club in Morro dos Prazeres, Rio de Janeiro. The club uses the power of sport to create opportunities, connection and community for children in the favela. Today, 120 children train with the club four evenings a week, and 120 families receive monthly food packages. Beyond football, Prazeres United creates opportunities that extend beyond the pitch, from photography workshops to surf lessons, providing children with access to new experiences, perspectives and a safe, supportive community.
Momentum
From a free football club in Rio to a growing movement, creating opportunities, building community and creating impact beyond the pitch.
What I worked on
I joined Prazeres United shortly after its launch, bringing my experience across brand, marketing, partnerships, team and community building to help shape its next chapter. I play a leading role in connecting people, ideas and opportunities to drive the organisation’s growth and shape how Prazeres United shows up in the world.
Credits
Prazeres United Founder: Willem Mulders Creative Directors: Jort Boot, Dwayne van Brugge Brand Activations: Beaudine Arnold, Floris Korten Photography: Jermain Cikic Local Team Program Lead: Charles Siqueira Head Coach: Bryan Pinheiro Documentary Filmmaker: Maga Magalhães Partners Brand Identity & Web: Lama Lama Collaborations Prazeres United x Brick Magazine Prazeres United x Kurashi World Cup Takeover
