GMB – The sponsorship of the Podpah podcast consolidates a series of recent Superbet investments in digital channels and podcasts. How does this partnership fit into the brand’s broader strategy for the Brazilian market?
Patrícia Prates – Podpah represents much more than a media channel for Superbet. Being part of Podpah reinforces our strategy of building a brand that provides entertainment and closeness to people, a brand that goes beyond simple exposure.
As we do in football, music festivals, and Carnival, we seek to create genuine experiences and conversations, in formats that the public consumes naturally. This partnership is another step in consolidating Superbet as a relevant brand within Brazil’s cultural landscape, one that understands and celebrates the Brazilian way of having fun.
Superbet has been investing in formats that connect sports, lifestyle, and culture. What motivated this approach, and how does it reinforce the company’s position as a native digital entertainment brand?
Our mission is to be where sports and entertainment meet. Brazilians live sports emotionally, connected to music, fun, and everyday conversations, and that’s exactly the territory Superbet wants to occupy.
Investing in formats that combine these three core elements allows us to express our position as a native digital entertainment brand that is participatory and close to people. We understand the importance of knowing where our audience wants to be reached and how they prefer to interact with both the sport and the brand.
Brazilian audiences, especially young, urban, and connected ones, have a very close relationship with digital content. How does Superbet communicate authentically with this audience?
We understand that Brazilians have a very personal relationship with digital content, associating it strongly with moments of entertainment and leisure. Moreover, Brazilians experience sports in an expanded way, far beyond the field.
That’s why we seek formats that translate this new way of having fun, cheering, and interacting — with experiences that take place both online and offline. Kings League is a great example: it combines the power of digital media, the charisma of content creators, and the excitement of football. Sponsoring the league — and now the teams G3X and Dendele — shows how we want to be genuinely and meaningfully integrated into this ecosystem, expanding the fan and sports entertainment experience.
Podpah has gone beyond a podcast format and has become a true multimedia content hub. What most caught Superbet’s attention about this ecosystem?
What impressed us most was Podpah’s ability to evolve and transform into something much bigger than a podcast — recognizing the power of digital media and the importance of communicating with authenticity, lightness, and proximity.
Podpah speaks the same language as its audience — it reflects what people consume and share, and that’s extremely valuable for a brand looking to build real connections. This evolution represents the future of digital communication and aligns perfectly with Superbet’s strategy of being present where entertainment and sports intersect.
In your view, what role do podcasts and content creators play in strengthening brand presence in Brazil?
Podcasts play a very special role in brand building because they create a type of connection that few media formats can. The format makes people feel like they’re part of the conversation — it generates closeness and trust.
When a listener follows an episode, they engage with the story, the guests, and the tone of the conversation, which makes the content more personal and authentic. Content creators amplify that effect — they have their own voice and a direct relationship with their communities.
Besides Podpah, Superbet also supports channels such as Charla Podcast, GE TV, Romário TV, Quebrada FC, and Aqueles Caras. How does the company select projects that align with its values and audience?
Superbet invests in projects that share the same passion for sports and take entertainment seriously. More than visibility, we seek to be in environments that genuinely and responsibly represent moments of fun — through real actions, conversations, and interactions with the public.
Each podcast we’ve partnered with, Charla Podcast, Quebrada FC, and now Podpah, has its own essence and dynamic, but all share authenticity and the goal of bringing sports closer to people, each in its own unique way.
Digital media represents a new frontier for sports betting brands. What are the challenges and opportunities in this communication format?
Digital media is central to today’s communication landscape, especially in a newly regulated and rapidly evolving sector like sports betting. The main challenge is keeping up with the speed at which trends change while maintaining clear and responsible messaging.
On the other hand, digital channels provide the opportunity to communicate directly with the audience, personalize content, and create unique experiences. For Superbet, this ongoing dialogue is essential — it allows us to better understand our players’ behavior and expectations, strengthening trust and long-term relationships.
How does Superbet plan to integrate different touchpoints — clubs, podcasts, influencers, and platforms — into a unified brand and engagement strategy?
Superbet views each of these touchpoints as part of a single ecosystem where sports and entertainment complement each other. Clubs, podcasts, influencers, and digital platforms are different paths leading to the same goal: creating real connections with people.
Our strategy is to integrate these fronts organically — maintaining a consistent brand identity while respecting the tone and language of each environment. We create incredible experiences through meaningful connections.
Do you see content creators as long-term partners in building the Superbet brand in Brazil?
Absolutely. These partnerships must always be built with a long-term vision. From the beginning, we’ve worked with ambassadors who share our passion for sports and entertainment. This community values authenticity, and that’s exactly what we look for.
They are creators who truly live the sports and entertainment universe, have credibility, and communicate naturally with their audiences.
Superbet has stood out for combining sports and culture in its initiatives. Is this convergence part of the brand’s global strategy?
Yes. Superbet has a long-term vision for Brazil, one of the group’s top-priority markets. Here, we aim to unite Brazilian culture with our mission of offering entertainment in a creative and responsible way.
In 2025, we were present at Rio Carnival and The Town, with actions that connected music, sports, and emotion. Internationally, we also sponsor major music festivals.
A good example is the Grand Chess Tour, the world chess championship sponsored by the Superbet Foundation, which takes place in countries such as Romania and Croatia, and had its grand finale right here in Brazil. This convergence reflects our global vision: to unite sports and entertainment, using fun as the universal language that connects us to people.
How do you see Superbet’s role in this new scenario where betting, entertainment, and digital content production go hand in hand?
We see this new scenario as an opportunity to bring sports, entertainment, and technology together — responsibly. We want to make every moment of leisure and excitement a “Super” moment — always with transparency, safety, and responsibility.
Our commitment is to ensure that the public experiences sports as something positive and conscious, reinforcing responsible gaming in all our actions and partnerships.
What are Superbet’s next steps in Brazil in terms of innovation, content, and audience engagement?
Superbet’s next steps in Brazil involve expanding our presence in both entertainment and sports — with special plans for Carnival 2026 and another edition of Rock in Rio.
We are also expanding our social impact initiatives through the Superbet Foundation, which arrived in Brazil in 2025 with the Grand Chess Tour, bringing together some of the world’s greatest chess players.
We aim to keep creating experiences that connect emotion, responsibility, and purpose — turning every moment with Superbet into an opportunity for entertainment and positive transformation. Every moment becomes a “Super” moment.
Source: Exclusive GMB
