7K has stood out in recent years by betting on major celebrations of Brazilian popular culture. The company has sponsored some of the country's main Carnival parties and will also be present at the World's Biggest São João Festival, in Campina Grande, in addition to other June festival events in Brazil.
The brand promotes activations that combine music, dance and the adrenaline of online betting. “These initiatives reinforce 7K's commitment to valuing cultural traditions and providing entertainment beyond the digital universe,” says Talita Lacerda, Executive Director of Operations for Ana Gaming Group.
Cassino is betting on alternative sports that are increasingly gaining ground among Brazilians. The brand has invested in X1 Brazil, a football modality that combines skill and spectacle with a player, a goalkeeper and the coach, in Fut7, the famous indoor football, and in Beach Soccer, sports that carry the DNA of emotion and connection with local communities.
“More than sponsors, we want to be part of the public’s experience. Fun is, above all, about emotion and involvement. And that is exactly what we seek when supporting cultural and sporting events: to add our energy to the excitement of the Brazilian people,” explains Talita.
The movement also reflects a trend in the global market, where bookmakers are increasingly aware of the importance of creating genuine connections with their audiences, in addition to investing in marketing and advertising, going beyond brand exposure to act as partners in promoting sports and culture.
Last year, bookmakers invested around R$2.3 billion (US$ 405m) in advertising, according to the consultancy Kantar IBOPE Media. “By investing in cultural events and sports that are growing, the Ana Gaming group reinforces its positioning as an innovative company, close to Brazilian traditions and committed to the plurality of national entertainment,” concludes the executive.
Source: GMB
