Betnacional’s presence in the biggest sports asset of the advertising market, with the highest sponsorship tier, is highly strategic for visibility and brand positioning. The project encompasses several touchpoints within Globo’s ecosystem — such as free-to-air TV, social media, GE, Cartola, and Gamma (programmatic media) - offering full integration across different media environments.
In addition to the variety of touchpoints, the project includes multiple formats, each serving a specific role in the fan journey, from traditional 30-second commercials to integrated bumpers during broadcasts — which makes complete strategic sense for the betting sector, where audience attention is concentrated on live moments.
“In a scenario where competition in the betting market is extremely high, simply having the largest sponsorship share is not enough. We are connecting the power of free-to-air TV with digital, unfolding content in collaboration with several Globo channels, such as VIU, Globoplay, and Globo Esporte,” explains Danilo França, VP of Strategy and Data at Lean Agency.
“This integration ensures that Betnacional’s presence is consistent and cohesive throughout the entire ecosystem, transforming visibility into real engagement.”
The focus is on the bettor’s journey, who follows and bets live during most games, making it crucial to insert the brand during live broadcasts, at the peak of audience attention. These metrics will be monitored through a hybrid approach, combining free-to-air TV results with digital data, allowing Lean to analyze the brand’s performance against its competitors and measure its impact on consumers.
Lean Agency has worked with Betnacional for five years, from one-off projects to managing major campaigns like this. In doing so, it strengthens its position as one of the most prominent players in the national market, especially in the strategic use of data for sports marketing.
“Being part of such a relevant project with such strong visibility in the sports environment, deepening a four-year partnership, is a source of great pride and a valuable asset for our portfolio. It proves our ability to deliver complete solutions that unite strategy, creativity, and meaningful results,” concludes Danilo.
Source: LiveMKT
