Among the initiatives, the participation of Formiga — the global football icon and brand ambassador appointed to represent the Copa Maria Bonita Betnacional — stood out. She led an extensive media agenda with national and regional outlets, took part in the ceremonial kick-off of the final, visited locker rooms to motivate the athletes, and reinforced the brand’s commitment to empowering women in sports.
During the event, the “Brilha Maria” experience zone served as the official celebration point for players’ goals, featuring interactive panels, lights, and cameras that captured in real time the emotion of athletes and fans for social media, transforming the stadium into a space of celebration and empathy. The final also featured a performance by local artist Joyce Alane, a Latin Grammy nominee, who brought even more energy to the match between Fortaleza and Sport at Arena Pernambuco.
The tournament brought together nine clubs from Brazil’s Northeast and attracted over 5,000 fans, marking the largest audience ever recorded for a women’s football match in the region. Betnacional also hosted an exclusive press conference, gathering sports and entertainment media to present its mission to strengthen women’s football and regional sports.
Radio stations across the Northeast — key to local coverage — received special content in partnership with Dibradoras, expanding the campaign’s reach and amplifying the message of female empowerment in sports.
The debut of the Copa Maria Bonita Betnacional marks a new chapter in Betnacional’s brand experience strategy, reinforcing its commitment to sports development, women’s representation, and pride in Northeastern culture.
“The Copa Maria Bonita Betnacional was designed as a platform connecting brand, sport, and Northeastern culture. The initiatives we carried out — from Formiga’s participation to on-field activations — showed that it’s possible to combine purpose and performance. This is the true impact of believing in and investing in women’s football,” said Jorge Peixoto, Head of Marketing and Sponsorships at Betnacional.
The competition’s success extended beyond the pitch. The final reached over 1.5 million viewers across Pernambuco and Ceará, according to Kantar Ibope Media (PE+CE). The broadcast achieved 11.5 audience points, a 187% increase compared to the second-highest open TV channel, and a 27.1% share, surpassing by 20% the combined total of all other open and pay channels.
With multiplatform coverage on Globo Nordeste, SporTV, Globoplay, and GOAT (YouTube), the final was the top-rated program in the Northeast, reaching 12.3 points in Recife and 10.8 in Fortaleza. The results highlight the commercial and engagement potential of women’s football while positioning the Copa Maria Bonita Betnacional as one of the most relevant brand assets in the regional sports calendar.
In its debut edition, the competition exceeded expectations in attendance, audience, and media impact, strengthening Betnacional’s presence in sports and deepening its connection with Northeastern audiences. The success of the Copa Maria Bonita proves that women’s football is now a strategic space for growth, engagement, and purpose-driven brand building.
Betnacional
Betnacional, a sports betting platform under Flutter Brazil, has been authorized to operate fixed-odds betting in the country since January 2025, in accordance with Ordinance SPA/MF No. 2.092/24. Reinforcing its position as “the bet of Brazilians,” the brand has been heavily investing in national culture and entertainment. It sponsors major events such as Big Brother Brasil 2025, Rio Open, Lollapalooza, Lauana Prado’s Raiz Tour, and the iconic Carnaval of Salvador, among others.
Betnacional also boasts high-profile ambassadors including football star Vini Jr., singer Nathanzinho, and legendary sports commentator Galvão Bueno. The brand’s presence is prominent across sports arenas, with strong visibility through BRAX advertising, and it is the official sponsor of “Futebol 2025” on Rede Globo, master sponsor of Sport Club do Recife, and official partner of the Rio Marathon 2025.
Betnacional promotes the sustainable growth of the betting industry in Brazil and reinforces its commitment to responsible gaming through a strong partnership with the Brazilian Institute for Responsible Gaming (IBJR).
Source: GMB
