This move does not come as an isolated action, but as part of a robust strategy that seeks to strengthen the brand's identity by approaching specific sports communities.
The choice of Werdum carries symbolism that goes beyond his resume as a former champion. For the company, he represents traits that reflect the very essence of the brand: authenticity, resilience, and real connection with the public.
“When we look at Werdum’s journey, it’s clear he embodies much of what we believe in as a brand. He’s authentic, has a real connection with people, and represents that Brazilian spirit of going for it, making mistakes, getting it right, and moving forward. That’s everything to do with our DNA,” explains Gabriel Silva, partner and Head of Affiliates at SeuBet.
Unlike common moves in the industry, which tend to focus on quick visibility, the company designed the partnership to generate qualified engagement, positioning Werdum not as a poster boy, but as an active piece in brand building.
“There are a lot of brands talking, but few are listening. The difference here is that Werdum isn’t just here to appear in campaigns. He takes part in the strategy, brings opinions, lived experience, and helps build a connection with the audience. The goal is to open up conversation and build a real relationship, not just do advertising,” explains Fabrício Nunez, Head of Marketing at SeuBet.
This move also connects directly with SeuBet’s affiliate strategy. By entering sports territories still underexplored in the betting market, such as the world of combat sports, the brand expands its reach and offers affiliates a new growth avenue.
“It’s not just a matter of branding. We’re truly creating opportunities for our affiliate partners to activate a different audience — one that is highly engaged and has a real connection with a sport that is increasingly growing in Brazil,” adds Gabriel.
Activations designed for fight fans
The new ambassador’s role goes beyond traditional formats. The plan includes content about the athlete’s daily life, participation in events, special drops, and digital experiences on the platform. The goal is to work Werdum’s image with lightness, humor, and, above all, closeness.
“Werdum is a giant at what he does, but more than that, he knows how to communicate with the crowd. We’ll put him at the center of conversations, creating experiences that make sense for those who live and breathe this world,” says Nunez.
The move also reflects a strategic reading of the market. While soccer concentrates most of the betting houses’ investments in Brazil, the fight world remains relatively unexplored, despite having a highly engaged and loyal fan base.
More than just diversifying sports territories, the strategy with Werdum reinforces a thesis SeuBet has been putting into practice: in today’s landscape, building a brand and generating performance are not separate paths — they are part of the same game.
“The market has matured. Today, you can’t choose between branding or generating conversions. Both go hand in hand. That’s why we bet on names like Werdum and Livinho. These are people who have a real connection with their audiences and help generate qualified attention, which translates into results,” explains Fabrício.
The announcement comes at a strategic moment, aligned with both the growing professionalization of the betting market in Brazil and the developments within the MMA/UFC world, which is experiencing a process of renewal and revitalization, with new athletes emerging and major events arriving in the country.
“The timing is perfect. Brazilian MMA is being revitalized, and that opens up space for brands that want to build something long-term, with consistency and respect. We’re not here for a one-off action; we’re here to add to the community,” says Nunez.
Expansion into other sports already on the radar
Entering the fight world is not an isolated move. It’s part of a broader strategy that targets territories where the logic of community, representation, and genuine connection also makes sense. In recent months, the company has strengthened its presence on multiple fronts.
In football and music, for example, the brand has singer MC Livinho as ambassador and recently launched the Camarote SeuBet at Mineirão — a space that functions as a meeting point for partners, content creators, and fans. The expansion also extends into the cultural world, supporting the tour of sertanejo duo Clayton & Romário.
“Werdum is a rare name in the fight world. But without a doubt, we already have other names on the radar in different sports. Our idea is to continue being present where sports happen, in a relevant and legitimate way. That’s the path — understand the territory, respect the community, and build a legacy together,” concludes Fabrício.
Source: GMB
