Created by Wieden+Kennedy São Paulo, the campaign celebrates the brand’s support for national sports and references the success of the 2024 Brasileirão Betano campaign, which sparked all kinds of reactions across social media due to its repetitive nature.
In this new phase, Betano is releasing humorous videos centered around the tagline “Trust the official sponsor of Brazilian football.” The goal is to reinforce brand attributes like credibility and trust among the public.
According to Arthur Niggemann, Senior Marketing Manager at Betano, the campaign highlights the brand’s leading role as a supporter of local football while also celebrating how engaged the public has become with Betano on social media.
“In 2024, everyone understood that the Brasileirão became the ‘Brasileirão Betano’. For this new phase, after monitoring a wide range of comments, we incorporated them as insights into the new campaign. We decided to have some fun with our previous campaign, while also reaffirming our role as the official sponsor of Brazilian football.”
The new campaign is split into two fronts. One includes three films to be aired on broadcast TV, pay TV, social media, digital platforms, and OOH media. The second front features a “responding” strategy on Betano’s social media channels, with 10 exclusive short videos designed to spark conversation and amplify key messages.
“During the 2024 Brasileirão Betano season, our videos became a hot topic everywhere — from social media to chats among friends. We dove into the most authentic conversations that emerged and turned those insights into fuel to respond to the people who matter most: our users,” said José Ferraz and Felipe Paiva, Group Creative Directors at Wieden+Kennedy SP.
Betano, one of the largest sports betting companies in Brazil, was created to offer outstanding user experiences through its platform, which is available on desktop, laptop, tablet, mobile, and Android app.
The operator’s goal is to continuously improve the betting experience it offers to millions of customers and to entertain sports fans in a fun and responsible way.
In Brazil, Betano holds the naming rights to tournaments like the Brasileirão Betano, Copa Betano do Brasil, and Supercopa Betano Rei 2025. The brand is operated by Kaizen Gaming Group, one of the largest and fastest-growing gaming companies in the world, with a presence in 19 countries and plans to expand to 26 markets by 2026.
Learn more: https://www.betano.bet.br/ | @betano_brasil
Source: GMB
