With legalization in December 2018 by Law 13,756, the Brazilian market is one of the most promising in the world.
Hence, there is a need to develop a sports betting strategy for sales companies to take full advantage of this booming sector.
The Federal Government failed to collect millions in taxes annually due to the absence of adequate and fair regulation for the segment.
With the Ministry of Finance finalizing a provisional measure (MP) to regulate the activity, the country can surpass the 3 billion dollar mark and follow the growth trend of the United States, which began to release the practice of sports betting practically at the same time.
Regarding the strength of the brands, bookmakers are increasingly popular due to the strong investment in national football.
After all, companies in the sector have agreements with the main teams in Series A and B of the Brazilian Championship, as well as other divisions.
Therefore, this is a market that is impacting other sectors of the Brazilian economy and should continue to expand its influence and the possibility of new business, especially after the publication of the regulation MP.
Importance of sports betting strategy for sales companies
According to research by Sports Value, the group formed by the 20 biggest football teams in Brazil moved more than 850 million in partnerships in 2021 and about 25% of that amount is linked to companies in the sports betting sector.
Operators have already achieved a very high status with sports clubs.
And they end up leveraging a whole segment that is falling more and more in the taste of Brazilians.
Proof of this is the survey by the Gente da Globo platform, which shows that the words ‘bet’ and ‘bet’ have grown significantly in the country.
Among the items that help someone to opt for a particular brand, the determining point is the positive experience of close people.
According to data from the Gente da Globo platform, the search terms “apostas” and “bet” have grown a lot in Brazil.
Among the factors for choosing a bookmaker, the main one is the positive experience of friends.
Therefore, the creation of a sports betting strategy for assertive sales companies involves valuing this one-to-one recommendation.
If the popular saying already states that ‘marketing is the soul of the business’, the quality and variety of marketing strategies define success.
How to create sports betting strategy for sales companies?
Bets can be the center of the strategy for sales companies, however, they are currently consumed only by a portion of the Brazilian population.
The intention is to develop a large business focused on the company’s brand.
In addition to sports betting resources, it is possible to establish new forms of business, many of which can be even more profitable than the core business of the group and which add enormous value to the brand.
The following measures can be taken:
Social media
Brazilians are one of the people who remain most connected to social networks.
Therefore, investing in informative and attractive social media for your audience is essential, since a large part of the betting public seeks information and leisure options on these platforms.
Partnership with famous people
Relying on recognized personalities in the sector is one of the most relevant sports betting strategies for companies today.
But, it is essential to find the personalities that generate identification with your audience.
Partnerships with clubs and leagues
It is important to be linked to sports teams, but promoting creative and frequent actions is crucial to leverage the brand and engage the fan.
Establish a community
The sports betting sector is not limited to betting on events, but it really touches the passions of Brazilians.
Therefore, the priority needs to be on establishing a broad, diverse and brand-identified community.
Custom content creation
Providing personalized and exclusive content is the best way to attract and retain Brazilian players.
The regulation and challenges of a B2B sports betting strategy in the Brazilian market
Among the challenges to establish a sports betting strategy for sales companies in Brazil from now on is the MP and its respective rules for advertising and online campaigns.
According to the Ministry of Finance, the proposal defines that companies will need to carry out information and awareness campaigns to avoid problems with gambling.
The action is intended to ensure the mental health of everyone involved so that betting does not become a serious problem.
With regard to advertising standards, companies must adapt to the time of transmission and the forms of advertisements.
Also according to the portfolio, these measures will be defined in partnership with the National Advertising Self-Regulation Council (Conar).
“The objective is to ensure that marketing actions are responsible and ethical”, says the Ministry’s note.