Betano, one of the largest sports betting houses operating in Brazil, has just launched an advertising campaign to reinforce that it holds the naming rights to the Brazilian Football Championship. The entertaining films will be broadcast on open and closed TV and also digitally. The new scenes take place during a meditation and in a barbershop, both cuts lasting 15 seconds each.
“No matter the context: it can be on the field, in the locker room, during meditation or even in a barbershop. The topic on everyone's lips is just one: Brasileirão Betano”, the company states when announcing the new campaign.
Created by the agency Wieden+Kennedy SP, the campaign shows unusual situations that only reinforce the sponsorship. The idea is to keep the naming rights in the public's memory, who, in 2024, will start to know the Brazilian Championship as Brasileirão Betano. The new scenes take place during a meditation and in a barbershop, both cuts lasting 15 seconds each.
"With a unique speech, we want to reinforce in a fun way the main message of the campaign: the Brasileirão is now Brasileirão Betano. We chose to show, in a relaxed manner, how the naming is on the lips of Brazilians and can become even stronger in the minds and hearts of all fans”, says Betano.
The pieces have a fun and creative concept, showing everyday scenes where the partnership is celebrated. The naming right is part of Betano's business strategy, which marks its presence in major competitions worldwide.
"It's all anyone talks about, literally. Being present in the most traditional football championship in Brazil is very important for Betano. And we make that clear in every dialogue of our films. In the end, the goal is clear: to make the whole of Brazil know that the Brasileirão is now Brasileirão Betano", says Eddy Guimarães, GCD of Wieden+Kennedy São Paulo.
To engage fans, Betano offers a deal: customers will receive a bonus of up to R$ 1,000 as an incentive to get to know the betting platform.
Source: GMB
