The partnership with Record, brokered by the agency Wieden + Kennedy SP, will guarantee Betano's visibility throughout the show's 17th season, which premieres in September, hosted by Adriane Galisteu.
This year, the brand is innovating by inviting the audience to actively participate in the show: through its digital channels (Instagram, TikTok, among others), fans will be able to help define Betano's spaces and dynamics on the reality show, such as parties and farmer's competitions.
"The renewal of a four-year partnership is justified by our belief in the show's potential to generate a genuine and ongoing connection with our audience. Now, we're going further, inviting our audience to be protagonists," says Raquel Arruda, Betano's Head of Marketing for Brazil.
"We want fans to participate in the creation of Betano's experiences on A Fazenda, transforming them from viewers to creators and reinforcing our commitment to bringing excitement and entertainment to everyone," adds the executive.
Betano, one of the largest sports betting companies in Brazil, is a brand created to offer excellent experiences through its platform, available for desktop, laptop, tablet, mobile phone, and Android app.
The operator's goal is to continuously evolve the betting experience it offers to millions of customers and entertain sports fans in a fun and responsible way.
In Brazil, Betano holds the naming rights for competitions such as the Betano Brasileirão, the Betano Copa do Brasil, and the Betano Rei Super Cup 2025.
Betano is operated by Kaizen Gaming Group, one of the largest and fastest-growing operators in the world, with a presence in 19 countries and a strategic expansion plan to 26 markets by 2026.
Source: GMB
