According to Cristiano Maschio, CEO of coretech Qesh and specialist in the betting market, the movement strengthens the presence of companies in the country
The betting market already reaches 15% of Brazilians, according to the latest data presented by Datafolha. With this reach, the sector has increasingly relied on celebrities to expand its audience and increase its presence.
For Cristiano Maschio, CEO of coretech Qesh and specialist in the betting market, the presence of entertainment figures as promoters of bets reaffirms the strength of the segment in Brazil.
“This movement of influencers joining betting houses tends to increasingly strengthen a sector that is rapidly growing in Brazil. In 2023 alone, there were 6.1 billion visits to betting platforms, which represents a growth of 77.72% compared to 2022, according to data from BNL Data and Similarweb”, explained Maschio.
Currently, names like Carlinhos Maia, Gessica Kayane, MC Daniel, Jojo Toddynho are the faces that represent Esportes da Sorte, for example. More recently, bet also started to have singer Léo Santana in its squad of ambassadors.
“We are very pleased to associate our brand with such great figures as those we have a contract with. They are names of great prominence in the world of entertainment, and who share with the Brazilian people a form of entertainment that is much more than just betting, always with responsibility,” said Darwin Filho, COO of Esportes da Sorte.
Along the same lines, another company that invested in someone well-known to the Brazilian public was Reals, which announced presenter Rodrigo Faro as its new ambassador.
In addition to him, Danilo Gentili also surrendered to this market and became an ambassador for Casa de Apostas in April of this year, a company that also invests in shares with presenter Renata Fan, from Band.
“Figures like Danilo Gentili and Renata Fan are very important in creating a deeper connection with the public and conveying our values of promoting entertainment responsibly. Today, the betting market is increasingly able to attract highly relevant celebrities,” said Anderson Nunes, Head of Business at Casa de Apostas.
Earlier this year, journalist Léo Dias was another name that joined the sector and became an ambassador for Bet7k, a company that also has former player and TV presenter, Neto, in its squad.
“Celebrities have always been used by various sectors to promote brands, and the betting sector is no different. In our case, our ambassadors are our partners who also bet on having fun with Bet7k, such as Craque Neto, Léo Dias and also former player Diego Tardelli,” says Talita Lacerda, CEO of the company.
With a strong presence in TV commercials, sports betting companies also rely on influencers, actors and other public figures to star in advertising campaigns. Former Faustão dancer Aline Campos, for example, acts as an ambassador for BETesporte and was chosen to star in the company’s new campaign, which has been running since March.
“Our ambassadors are a fundamental strategy for transmitting some of the company’s main values, such as promoting responsible gaming and fostering the economy, culture and sports,” says Vinicius Nogueira, CEO of BETesporte, a company whose ambassador also includes singer Raphaela Santos, known as “The Favorite of Pernambuco’s brega.”
Other examples of celebrities from the entertainment world involved in promoting betting houses, in TV or social media campaigns, are influencers Rico Melquíades and Virgínia Fonseca, who promote JonBet and Blaze, respectively, and actress Deborah Secco, who starred in a campaign with Mr. Jack.
