In recent days, many people have been surprised by the announcement of the arrival of four “new” bookmakers to the Brazilian market. First it was the turn of Beto Jamaica, singer of the group “É o Tchan”, with “BetJamaica”. Then came the former player Bebeto, world champion in 1994, with “BebetoBet”, accompanied by the renowned actress Betty Faria, who presented “BetFaria”. Finally, Antonio Tabet, actor and influencer, disclosed the creation of “TaBet”.
In addition to advertisements with photos, videos and art, the “new players” in the betting industry also presented an official, personalized landing page and profiles on the main social networks. After the repercussion on digital media, advertising was also carried out at bus stops, billboards and banners in the capitals of eight Brazilian states: São Paulo, Rio de Janeiro, Minas Gerais, Pernambuco, Bahia, Ceará, Goiás and Rio Grande do Sul.
On Twitter, some people were confused and criticized the excessive number of bookmakers that have emerged in the country – most with “Bet” in the name. The explanation for this “movement” was made public on Tuesday (25), when, during the break in the final of Big Brother Brasil 23, on TV Globo, Esportes da Sorte, sponsor of the program, showed a commercial video detailing the action. and launching its new slogan: “It’s much more than Bet!”.
“There are numerous betting companies in the country, several with very similar and even attractive names. Our objective, with this disruptive idea, is to show people that Esportes da Sorte stands out not only in its name, but also in its performance, dialoguing with different segments and delivering a quality service to the public”, says Ícaro Quinteiro, Chief Marketing Officer (CMO) of Esportes da Sorte.
“Esportes da Sorte is a communication phenomenon. The fact that, today, it is the bookmaker with the largest number of followers in Brazil is a reflection of a way of speaking that is closer to its audience, with a personality strongly marked by entertainment. To reinforce the idea that we are, in fact, unique, we needed to look for a language that was really different from all the Bets in this campaign. A new slogan wasn’t enough: our mission was to create something that would remain in people’s memories”, reinforces Raphael Pinteiro, Partner and Creative Director at Brenda, the agency responsible for the action and who, recently, had already worked on the company’s rebranding.
How Esportes da Sorte was born
Founded in 2016, Esportes da Sorte has invested heavily in entertainment and sports. Today, it has partnerships with the actor and digital influencer Carlinhos Maia, with the surfer Pedro Scooby, with the influencer Virginia and with the singer Zé Felipe. It is also an advertiser in FIFA competitions that are broadcast on Cazé TV, by youtuber Casimiro Miguel, and has insertions in the Flow Sport Club podcast.
The company still has commercials and publicity on sports channels such as SporTV, also from Globo, and has participated in some important events, including the carnivals in São Paulo, Rio de Janeiro, Minas Gerais, Salvador and Recife, and Farofa by GKay.
In football, the company sponsors ten clubs (Athletico Paranaense, Grêmio, Bahia, Goiás, Novorizontino, Guarani-SP, Vila Nova-GO, Londrina, ABC-RN and América-RN), and has some athletes as ambassadors, such as Matheus Cunha and João Gomes, from Wolverhampton-ING, and Rodinei, from Olympiacos-GRE. In the universe of games, it sponsors the Flamengo e-Sports team.
With so many properties, the BBB sponsor recently became the first bookmaker operating in Brazil to reach the milestone of 1 million followers on Instagram. In the year 2021, before starting sponsorship agreements, the number was 70,000.
In terms of the market, between 2021 and 2022, Esportes da Sorte, which also has an agreement with TV Globo for advertisements in Copa Libertadores da América games, showed a growth of 5,219% in the number of transactions carried out in its system, the which resulted in an increase of 6,927% in its revenue.
