Sports marketing and management are the central themes of the podcast “Quebrando as Linhas”, which received last Tuesday (17) Rafael Zanette and Fellipe Fraga, respectively head of sponsorship and COO of EstrelaBet, to talk about sports betting and the boom of activity in Brazil.
EstrelaBet, a bookmaker that increasingly expands its participation in the Brazilian market, has a great presence in the area of football sponsorship in the country in important clubs, such as America-RJ, Portuguesa de Desportos-SP, Remo-PA, CRB- AL and Resende-RJ.
The sports betting universe was very well addressed by the executives of EstrelaBet, with Fellipe Fraga highlighting that the activity has been growing especially since 2018, when Law 13,756 was enacted. “The market is very heated.”
Fraga commented that since the beginning of the sports betting sector he has been supporting actions that contribute to the dissemination and growth of the activity. “I am a student of sports marketing and this strengthens my performance in the segment,” he said.
In 2019, he started working in the sports betting area, a few months after the enactment of law 13,756/2018. “It was my crazy move and the best decision of my professional life,” he said. “Everything is still new, but I already consider myself a dinosaur in the sports betting activity. We started to structure and create EstrelaBet and I experience it in my daily life in a very professional and dedicated way. Sports betting has been around for many years but it became a cool business three years ago, and we are proud of the trajectory we are building,” he said.
Fraga also highlighted the complexity of sports betting, “since we are dealing with something very serious. The essence of the game is the customer's financial involvement with our product. He makes an investment in his hunch believing that that set of outcomes will happen, and in return we pay him the corresponding amount. The more unlikely the outcome, the greater the prize. There is an extensive list of rules, but nothing stops people from joining this fascinating entertainment. As it involves financial aspects, there is great care in what we do.”
“We are always attentive to everything in order to make the machine continue to work and creating new strategies and future perspectives so that the development of EstrelaBet follows the path planned by our board,” he detailed, noting that he gives a lot of autonomy to the marketing and commercial, acting more strongly in the service area, customer experience and in the operation itself.
Rafael Zanette said that EstrelaBet does a very detailed job of mapping the market, in order to monitor how the players are acting, with a view to identifying marketing opportunities.
“From the identification of the players, we went to the negotiation part and how much the partnership makes sense with the company's goals and with the union of philosophies. There are many variants, but we look for the deliverables that the partner can offer as well as carrying out a proper analysis of the values involved. From there, we started to manage the sponsorship, from the launch to the management that involves the sponsored and monitoring and support him in the issue of activations, digital marketing, branding the uniform and measuring the results, among other actions,” he said.
According to EstrelaBet's head of sponsorship, the company also seeks value from the fan, as he is a fundamental part of the partnership and needs to be in tune with everything the company does.
Fraga added that to differentiate itself in the market, EstrelaBet always seeks actions that create denser content for fans. “We seek not only to expose our brand, but also to connect the fans of that club. He needs to see EstrelaBet as a partner of his club, which in fact we are,” stressing that “we do much more than financial investment. We do memorable things for the fans, the club and the board. We wear the shirt and play together.”
He recalled that the entire operation takes place online, as determined by the legislation passed in 2018 and the entire serious market involving sports betting is united to make this entertainment through sports betting develop in Brazil.
The guests also talked about strategies adopted in sponsorships, as well as opportunities arising not only from sponsored clubs, but also from the high visibility achieved in various activations. In addition, they commented on the importance of good projects on the part of those interested in sponsorship, as EstrelaBet analyzes all possibilities so that the partnership is not limited to just exposing the brand on a shirt. They summarized that “the activation of a brand involves content and proximity to the supporting audience, in a partnership that brings together concepts and a philosophy of proximity between the parties.”
Finally, Fraga highlighted that the legality brought by Law 13,756/2018 gave credibility to the sports betting sector, as well as it is important for Brazil to regulate the activity and take advantage of the good winds that the sector shows to also deal with the legalization of other types of betting games in the country. “Sports betting is entertainment and the activity is serious and legal, capable of generating a lot of employment and income,” he concluded.
Source: GMB
