A Sportingbet, a company considered a pioneer in Brazil and a leader in the sports betting market, intends to win over Brazilians even more. Present in the country for 14 years, Sportingbet’s mission is to provide a safe, fun and accessible platform for sports fans.
Currently, Brazil stands out as one of the largest betting markets. Betting houses are considered the largest investment category in Brazilian advertising and have become increasingly popular, generating more than R$100 billion per year, according to data from BNL Data.
Dimitri Araújo, head of Marketing at Sportingbet (Photo: Disclosure)
“I arrived at the company two months ago, and one of the things that attracted me most was seeing a category as growing and large as this. I believe we have never had a category with so many brands. Brazil tends to follow the steps of what it sees as a global trend, and it is already the 6th largest market in the world”, said Dimitri Araújo, head of Marketing at Sportingbet, in an interview with Adnews.
Investing in marketing and communication strategies, Sportingbet seeks to strengthen ties with the Brazilian public. Understanding the importance of social networks, influencers and other actions, the company is aligned with the purpose of getting closer to consumers.
The head of Marketing highlights the brand’s growth opportunity, highlighting the importance of simplifying the user experience, promoting fun and responsible entertainment.
“I arrive at Sportingbet with the aim of expanding, I believe that the company has a lot to grow in Brazil. It goes from the product to communication, making everything easier and simpler. Always prioritizing fun and responsible gaming, we want to position betting more and more as an extension of a live game”, said Araújo.
Still in this regard, not long ago, Sportingbet announced Antonio Forjaz as CEO. The executive brings extensive international experience in leadership and strategy, having previously held the position of Country Manager at Amazon Prime Video Brazil. Forjaz, arrives with the objective of developing and applying new strategies so that the company maintains growth and helps make sports betting and games of chance more accessible, fun and safe for everyone.
In addition to its commitment to offering a responsible and transparent experience, the brand demonstrates its social responsibility by making donations to the victims of the floods in Rio Grande do Sul.
Sportingbet also launched its repositioning campaign, with OOH action on Av. Paulista, in São Paulo (SP). A watch attracts attention due to its exclusive design created for Sportingbet. On the furniture, a sculpture reproduces the gesture that represents the new positioning ‘Enter the game confidently’. The watch also features the Sportingbet campaign logo and callout, ensuring the brand’s presence in the heart of São Paulo. The company is very strong in the media and the chest-beating symbol highlights this.
Sportingbet brings the chest-thumping spirit to Paulista (Photo: Disclosure/Sportingbet)
Regulation of bookmakers
The regulation of sports betting in the country is close. The law that regulates online sports betting was sanctioned at the beginning of 2024. The main change is due to the taxation of winnings obtained by bettors through games, and the creation of fraud prevention measures.
Of the total collected from bets, part will be allocated to various areas, such as health, education and public safety. In the sports sector, the percentage will be remitted and managed by the Ministry of Sports, which will retain 22.2% and will be responsible for transferring the 7.3% allocated to entities of the National Sports System and to Brazilian athletes or those linked to sports organizations. based in the country. In April, the Ministry of Finance published an official schedule that foresees the end of the process in July, after four stages.
Sportingbet sees regulation as an opportunity to improve the environment and ensure reliability for consumers.
“Regulation will be very beneficial, it will clean up our environment. There are many small brands that need more registration and proof. This way, it will be more difficult to resist and this will be good for the consumer. The brand needs to fit within the law, and Sportingbet, as a solid group, believes that this change will be very good for everyone”, concludes Dimitri Araújo.
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