Having worked for Santos and Fox Sports, the executive arrives to expand the brand's operations in the region.
"Betsson has been a consolidated brand worldwide for decades and already generates 300 jobs in Latin America, a number that should increase with advances in regulation. This opens up a huge path of integration possibilities in the region, especially as betting houses have become major financiers of Latin American football and sports in general,” assesses Hugo Genaro.
“Betsson wants this experience, of entertainment and good times that betting provides, to be increasingly in tune with local culture. The truth is that we are a global brand with a local soul," reinforces Genaro, who comes to the position to expand Betsson's operations in Latin America with a focus on consolidating the brand's presence in the region. Currently, the betting house of Swedish origin operates in countries in the region such as Brazil, Argentina, Colombia, Peru, Chile and Mexico.
His journey is long in the world of sports: he was a volleyball athlete, studied journalism, postgraduated in law and sports marketing, and after some stints in the press, he landed in Vila Belmiro to work in communications at Santos Futebol Clube, leading the club's innovative social media project.
"It was at the beginning of the Neymar era, as soon as he appeared. An incredible opportunity to build the club's image on social media, as everything that is common today was still in its infancy at the time. We had a 360° production, balancing the traditional press office with the beginning of social networks. Santos' YouTube channel became one of the most watched worldwide and having been part of that makes me proud to this day," he recalls.
Then came another year and a half just working with Neymar, focused on advertising, social media and sponsorship negotiations. Soon after, Hugo started working with player Paulo Henrique Ganso, at which time he signed important sponsorships with Samsung, Gatorade, Seara, Vivo and Gilette.
All this experience qualified him for the position of social media and digital marketing coordinator at Fox Sports in Brazil, boosting the channel's revenues with YouTube, Facebook, Google and Twitter, in addition to implementing a corporate culture focused on the understanding that the channel's reporters and presenters should become reference influencers on social networks, providing transmedia narratives to the channel.
"It was a very fruitful period of strong relationships with the clubs to create content, lives, activations with Conmebol, Bundesliga and La Liga. I bring all this baggage to Betsson because I feel very connected with the company's core values, such as ethics organization, the encouragement of healthy betting, without promises of absurd gains and without this talk that betting is an investment, and the position in favor of sustainable regulations. We want all these values to be reflected when the fan chooses us to make that game important even more special," he says.
Founded in 1963, the Betsson Group is one of the biggest references in online gambling in the world, offering entertainment to millions of players with more than 20 award-winning brands, including Betsson, Betsafe and InkaBet.
With proprietary technology across its product offering, Betsson serves players directly (B2C) and indirectly on a B2B basis. The company's vision is to provide the best customer experience in the industry. Sustainability is an integral part of Betsson's strategy, as taking responsibility for customers, employees and communities is a prerequisite for running a successful, sustainable business.
The Betsson Group employs over 2,000 people across Europe, South America, Asia and North America and is wholly owned by Betsson AB - listed on Nasdaq Stockholm.
Source: GMB
