Vitru Educação on Groundbreaking Partnership with MASP to Advance Education and Culture in the Country

Vitru Educação, a leader in digital education in Brazil and the parent company of the UNIASSELVI and UniCesumar brands, announces a groundbreaking partnership with the São Paulo Museum of Art Assis Chateaubriand (MASP) to support the museum’s socio-educational programs. Through this sponsorship, projects that promote culture, art, and education as fundamental pillars for social transformation will receive R$ 1 million in funding via the Incentive Law. Using its own resources, Vitru may bring the total investment to R$ 7 million.

“This initiative is not just a one-time sponsorship; it is the beginning of a content pipeline and a series of strategic actions to strengthen the museum's educational platforms. We believe that investing in art and education is crucial to building a more just and culturally rich society. Our partnership with MASP is a joint effort to enrich lives, inspiring new generations of students and teachers,” emphasizes Leandro Claro, Vice President of Market and Communication at Vitru.

With the sponsorship, Vitru supports the museum’s socio-educational programs — known as Mediation and Public Programs — aimed at transforming MASP into a space for learning and knowledge exchange. These programs include courses, lectures, seminars, and workshops that encourage visitors to independently explore exhibitions. Highlights include:

• MASP Professores Program, which has already served over 7,000 public school teachers, contributing to their professional development as knowledge multipliers;

• MASP Escola, offering free and open courses for anyone interested in the arts, with or without prior training;

• MASP Lectures, held in person or online, and always available on MASP’s YouTube channel, with Brazilian Sign Language (Libras) interpretation.

Through its EdTech capabilities, Vitru will also contribute to the digitization of museum content. This includes allowing visually impaired individuals to use QR codes to scan and listen to audio descriptions of artworks, thereby increasing accessibility to the collection.

Among the planned initiatives from this partnership is a free admission day at MASP on Teacher’s Day, October 15, reinforcing the value and recognition of educators and their role in social transformation. Additionally, MASP’s online courses will be made available free of charge to nearly one million Vitru students, expanding access to knowledge and culture.