JAN 2025
Talent & experiences
David Alonso visit
Red Bull · Pirelli
Sport business · Bogotá · LATAM
Sport as a business.2R Sports is a sports sponsorship and sports business agency in Colombia and LATAM. We connect brands, sports properties and talent so sport delivers audience, sales and reputation you can measure.
Manifesto
Sport isn’t a logo on a shirt. It’s an audience that’s already there: it shouts, buys the ticket, wears the shirt and posts about it.
We understand that pitch and turn it into business for brands, properties and athletes. With strategy, with data and with execution on the street.
Well played.
What we do
We read the game.
We are a sport business agency. We connect brands, sports properties and talent. We think like a commercial department and execute like a production team.
For brands
We connect your brand with the sport your audience already follows.
The challenge
Advertising alone isn’t enough anymore. Brands need to be where the fans are and prove the return.
How we do it
We design the activation, measure the reach and show you the return.
Sponsorship strategy
We pick the property, the audience and the goal before the logo.
Negotiation and delivery
We negotiate the rights and run the activation on the ground.
Activations and VIP experiences
Events, hospitality and tickets where the fans already are.
Talent and content
Athletes and video production to tell the brand’s story.
What we measure
AudienceReachSales and sign-upsReputationFor sports properties
Your assets, turned into business.
The challenge
Clubs, leagues and events have an audience, but few turn it into steady revenue.
How we do it
We map your assets, price them and sell them to the right brands.
01
Asset diagnosis
We map everything you can sell: rights, spaces, audience and content.
02
Commercial strategy
We price your assets and design how to monetize them.
03
Sponsorship and naming rights
We sell and negotiate deals with the right brands.
04
Project structuring
Venues, tournaments and leagues designed to stand on their own.
Own platforms
We create sports entertainment formats.
Like Rey del Barrio: tournament, live stream and brands in the same show.
Futto partners
We take street football to the world.
We are partners of Futto, the world’s largest street football ecosystem, and we lead its commercial area: new monetization opportunities and brand partnerships.
Medellín · Barranquilla · Cali · Bogotá
890M
social media views (2025–26)
+2M
followers across platforms
1,181
matches played in 2026
20M
streaming views (2025–26)
Futto figures as of September 2026.
- Certified world record
- Bogotá Chamber of Commerce award 2025
- Formula 1 · Brazilian GP
- MotoGP
- WBO Convention
- Futto partners
- Colombia · Ecuador · Chile
Case studies
What we did. What happened.
Activations, own properties, campaigns and content. Each case with the challenge, what we did and the result.
Track record
Projects in 22 months · Jan 2025 – oct 2026
Passion can be measured too.
From MotoGP and Formula 1 to Bogotá’s neighborhood courts. Drag, swipe or use the arrows.
2025
APR 2025
Sponsorships
Benglish sponsorship activation
Benglish × Real Cundinamarca
MAY 2025
Activations
Rookievento
Buffalo Wings
MAY 2025
Talent & experiences
VIP experiences for the Aragón MotoGP Grand Prix
Pirelli · MotoGP
MAY 2025
Talent & experiences
Football campaign launch with 5 football talents
Buffalo Wings
JUN 2025
Talent & experiences
F1 movie premiere with Rookies F1
Rookies F1
JUN 2025
Talent & experiences
Villegas Twins event
Red Bull
JUL 2025
Sponsorships
Benglish sponsorship activation
Benglish × Real Cundinamarca
JUL 2025
Sponsorships
Benglish sponsorship
Benglish × Llaneros FC
OCT 2025
Milestones
“Brand, purpose and business” panel at the WBO Convention
WBO
NOV 2025
Activations
Formula 1 activation at the Brazilian GP
Formula 1
DEC 2025
Milestones
Bogotá Chamber of Commerce award
Companies that supported Bogotá Región
DEC 2025
Activations
Year-end event
Pirelli
2026
JAN 2026
Activations
Downtown Manizales
1win
FEB 2026
Activations
Activation at Expofitness Medellín
Cubitt
APR 2026
Own properties
Rey del Barrio launch
Pulsar · Stake · Pirelli · Micreros
APR 2026
Content & campaigns
Juan Pablo Montoya commercial
Stake
JUL 2026
Activations
World record at Torre Colpatria
1win × Futto
JUL 2026
Content & campaigns
Písela creative concept and photography
Micreros
AUG 2026
Sponsorships
Sponsorship support for Red Bull Moto Urbano
Red Bull
AUG 2026
Content & campaigns
Písela drop launch
Micreros
OCT 2026
Sponsorships
1win, co-main sponsor of the Climbing World Cup in Chile
1win · World Climbing
OCT 2026
Activations
The largest stunt ride in the Americas
1win × Escobar Rider · Chigüiro Extremo
Brands and properties
They trust 2R.
Brands
Sports properties
Team
Business minds, feet on the pitch.
Gabriel Rivera
Co-founder · 2R Sports
- International Relations – Javeriana University
- FIFA/CIES International Programme in Sports Management
- Former CEO of Movistar Gameclub Bogotá
- FIA adviser
Santiago Ruiz
Co-founder · 2R Sports
- Law degree – Universidad Externado de Colombia
- Master’s in Sports Law – University of Valencia
- FIFA/CIES International Programme in Sports Management
- Former Legal and Corporate Affairs Manager at Gol-Ball
Reach
We work across the Americas.
4.57° · -74.30°
Colombia
-1.83° · -78.18°
Ecuador
-35.68° · -71.54°
Chile
FAQ
What you should know about 2R
What is 2R Sports?
2R Sports (legal name 2R SAS) is a sports sponsorship and sports business agency based in Bogotá, Colombia, founded in 2024 by Gabriel Rivera and Santiago Ruiz. It connects brands with sports and entertainment properties in Colombia, Ecuador and Chile.
What services does 2R offer?
For brands: sponsorship strategy, negotiation and execution, brand activations, VIP experiences and talent management. For sports properties: asset diagnosis and structuring, commercialization strategy, and the sale of sponsorships and naming rights. 2R also creates its own events, such as Rey del Barrio, and produces sports video content.
Which brands has 2R worked with?
Among others: Red Bull, Pirelli, 1win, Stake, Buffalo Wings, Pulsar, Mobil, Skechers, Aruba, Benglish, Micreros and Cubitt. With properties such as Futto, Llaneros FC, Real Cundinamarca and the FCTM, and at events like MotoGP and the Formula 1 Brazilian Grand Prix.
What is 2R’s relationship with Futto?
Since July 2026, 2R is a partner of Futto, the world’s largest street football ecosystem, and leads its commercial area. Futto has 890M social media views (2025–26), more than 2M followers, 20M streaming views and 1,181 matches played in 2026, with tournaments in Medellín, Barranquilla, Cali and Bogotá.
What is the Torre Colpatria world record?
On July 17, 2026, Futto and 1win held a 3v3 football match on the 196-meter helipad of Torre Colpatria in Bogotá. It was certified by World Record Certification (WRCAC) as the “Highest altitude football match played on top of a building”.
What is Rey del Barrio?
Rey del Barrio is Bogotá’s street football tournament, created by 2R in April 2026 and part of the Futto ecosystem. It is sponsored by Pulsar, Stake, Pirelli and Micreros and is streamed live.
How can I work with 2R?
Write to Gabriel Rivera (gabo@2rsports.co, +57 316 451 6281) or Santiago Ruiz (santiago@2rsports.co, +57 310 242 7241), or use the contact form on this page. The office is at Ak 50 #113-26, Bogotá.
Contact
Let’s talk.
Tell us about your brand, property or event.
Direct contact
Office
Ak 50 #113-26, Bogotá, Colombia
We work across Latin America