Marketing challenges from the bookmaker boom
Marketing challenges from the bookmaker boom Photo: Mourão Panda / América-MG

It is estimated that between 400 and 500 bookmakers are operating in Brazil today. The growth of public interest in this branch of gambling is largely due to the marketing and advertising work carried out by these companies.

Many of these bookmakers seek to link their images to successful and far-reaching sportsmen in Brazil. In addition, companies in this sector have become a relevant source of income for football clubs, sports associations, leagues, federations and other organizations.

These issues were addressed by Luiz Fernando Coelho in an opinion article recently published on the ‘Promoview‘ website. Focused on sports betting publicity campaigns, the text raises important points in a period in which market regulation in Brazil is exhaustively debated. Check the following text:

The marketing of bets and the bets of marketing

For those who have a professional life focused on sports marketing, it is very interesting to observe the movements of bookmakers in the search for customers.

The fact that there is regulation regarding the content to be placed in your messages clearly poses a fantastic challenge for managers in these areas. It is no wonder that many of these houses sought to link their image to successful athletes in the sport. This is a most ridiculous situation, in my view. The game is released, but you can’t talk about it. Directly.

However, this brings us the possibility of witnessing a dispute for the market, in a way that has not been seen for a long time. It feels like anything goes. A house buys the naming right of a championship and the one that appears in the static media, on the soccer fields, is its competitor. Or, during the transmissions of the championships, in the intervals, it is possible to see two competitors placing their advertisements in the same break.

I personally think it’s awesome. In this dispute for the customer’s attention, whoever is most competent in their marketing work will be more successful, which obviously is not limited to advertisements in the on and offline media (I don’t like this division very much either, after all, the integration of all points of contact with the end customer is what results in sales success).

So, today, it is possible to watch a true duel of athletes, trying to convince bettors to enter their virtual bookmakers. For those who have never visited such a site, I recommend that, at least out of curiosity, pay a visit. It’s amazing how you can bet anything, on a huge variety of sports. Everything online.

The entry of these companies into the sports marketing market ended up bringing a huge boost in terms of sponsorship for clubs, sports, associations, federations and other players. This means that, for many of these institutions, the possibility of being sponsored by one of these houses represented an important solution in relation to their financial issues.

And now we have a very interesting situation. We have already seen this film, when a brand of sports uniform is the official supplier of a federation or confederation and the athlete selected uses a boot, for example, from another brand. In this industry of bookmaker brands, we will have a club sponsored by Betano presenting its biggest signing for its squad: the Sporting Bet poster boy. Sensational. I’m curious how this situation will play out.

In closing, I want to bring to the table an issue that, for many, is something very serious in terms of morals and ethics. Calm down, gang, I’ll explain. The question is: what are the consequences of exposing athletes in training, young fans, children in schools, as this sponsorship advances in these areas?

For the sake of simplicity, we are only going to deal with the most visible aspect, which is the fact that we have exposed individuals, being encouraged to play, to bet. My friends, without wanting to sound like someone who has a superficial position, I would say, first of all, that such a situation exists in several countries.

Gosh Luiz, what a bum argument! I must agree. But realize that we already officially have the possibility to play in various types of games, encouraged by the State itself, in our country. Why then this hypocrisy? And finally, that old question of free will, whether or not you want to play.

As you may have noticed when you got here, my view is that, if that possibility exists and everything is duly regulated, representing a benefit for the development of the sport, why not?

We will continue to follow this fight for consumers in the area of ​​sports betting. As this is a market that generates and will generate more and more resources, we will certainly have the opportunity to watch, from the front, how these marketing professionals are going to create solutions to win this dispute.