“‘Vai pra cima’ captures the energy of a brand that doesn’t settle. It’s about embracing the new, challenging the predictable, and turning every obstacle into an opportunity,” says João Gerçossimo, CEO of EstrelaBet. “This campaign reflects EstrelaBet’s maturity and our ambition to lead a market built on emotion, innovation, and responsibility.”
More than a message, “Vai pra cima” reveals the essence of EstrelaBet, where risk inspires courage, betting drives achievement, and every victory carries a taste of boldness. With technology, trust, and energy, the brand shows that betting is more than relying on luck—it’s about attitude and living the game fully.
A campaign that blends innovation and emotion
Created entirely with Artificial Intelligence by EstrelaBet’s in-house creative team, the campaign premiered on November 15, airing on Cazé TV, TV Record, and across the brand’s official social channels.
The main film portrays the journey of those who push forward, face challenges, and celebrate their wins—capturing the spirit of those who play with attitude and embrace the game as part of their own story. Its aesthetic blends cinematic language, an urban atmosphere, and a premium look aligned with the brand’s new visual identity.
“EstrelaBet was born with technology in its DNA, and artificial intelligence is a natural extension of our culture. It’s present in everything we create, including this campaign, which uses AI to express the energy, rhythm, and intensity of those who truly live the game,” Gerçossimo explains.
Zé Roberto highlights the brand’s new phase as official ambassador
As part of this new chapter, EstrelaBet also announced last week the arrival of Zé Roberto as the brand’s official ambassador. A Brazilian National Team icon and global reference for longevity, discipline, and a winning mindset, the former midfielder—who played for Portuguesa, Real Madrid, Bayer Leverkusen, Bayern Munich, Santos, Flamengo, Grêmio, and Palmeiras—embodies the values of courage, attitude, and continuous evolution that align directly with the spirit of “Vai pra cima.”
This partnership symbolizes the union of preparation, consistency, and authenticity, strengthening the brand’s position as a leader with confidence and responsibility in the sports entertainment sector.
Brand refresh
Alongside the campaign, EstrelaBet has also introduced updates to its visual identity, adopting a more premium and distinctive color palette: navy blue, off-white, and gold.
More than a betting house, EstrelaBet positions itself as a brand that celebrates attitude and leadership. The mission is clear: to honor the courage that connects and empowers people to take their next step—both in the game and in life. “Betting means moving forward, breaking patterns, and claiming your own space. That’s what we want to convey: courage that connects,” adds João Gerçossimo.
Trust and responsibility as core values
In a moment of maturation for Brazil’s betting market, EstrelaBet reinforces its unwavering commitment to transparency, technology, and Responsible Gaming. The company believes that safety is what enables true entertainment, and that the future of the sector depends on solid and sustainable practices.
A key example of this commitment is the award-winning partnership between EstrelaBet and FUMEC University, which developed a pioneering Responsible Gaming program including academic research on risk behavior, free online psychological counseling sessions for bettors, and predictive technology to monitor signs of problem gambling among users.
“Betting with awareness is what turns gaming into an experience. Our role is to show that responsibility and excitement can—and should—go hand in hand,” says the CEO of EstrelaBet.
EstrelaBet
EstrelaBet is one of the largest Brazilian gamingtech companies and operates with a definitive license in the national iGaming market. Recognized as Brazil’s best betting operator, it has received awards such as “Best Sports Betting Operator in Brazil” and “Rising Star of the Year” at the SBC Awards Latin America 2022, in addition to being a two-time winner at the SiGMA Americas Awards in 2023 and 2024.
In 2025, the company was also honored at the BiS Awards in the categories of “Best Action Against Problem Gambling” and “Best Customer Service,” and won the Modern Consumer Award in the “Online Betting” category, as well as the EGR Marketing & Innovation Award for “Responsible Gambling Marketing Campaign.”
With headquarters in São Paulo and a branch in Belo Horizonte, EstrelaBet is recognized for innovation, its commitment to responsible gaming, lawful advertising, and its support for sports and entertainment.
In partnership with FUMEC University, it develops pioneering initiatives to prevent pathological gambling, using cutting-edge technology to ensure a safe experience and psychological support for users. Upholding sports integrity is also a priority, with strict internal processes and strategic partnerships including Genius Sports and the International Betting Integrity Association (IBIA).
In 2023, EstrelaBet made history by becoming the first Brazilian betting company to officially sponsor a FIFA event: the FIFA Women’s World Cup™. This milestone strengthened its international presence and highlighted its commitment to supporting a wide range of sports.
In Brazil, the company expands its reach through major initiatives, sports broadcasts, cultural actions, and media projects that strengthen its bond with audiences and boost entertainment.
For more information: www.estrelabet.bet.br
Source: GMB
