The choice of the new agency was based on a competition in which nine companies presented themselves to offer their solutions to Betano. In addition to the sports betting house team, representatives from Kaizen Gaming, from Greece, participated in the decision to hire Wieden+Kennedy.
Betano's objective is to fully comply with the advertising rules resulting from the regulation of sports betting in Brazil. The decision considered the agency's expertise and the requirements presented by the betting house based on the guidelines outlined in Law 14.790/2023, which regulates the sector.
The competition scope also detailed the rules outlined by Conar - National Council for Advertising Self-Regulation for issues such as advertising identification, truthfulness and information, protection of children and adolescents, social responsibility, and responsible gambling. And all in accordance with the new regulations defined in Annex X of the entity.
The new agency arrives with the task of keeping Betano among the TOP advertisers in the segment. In the last quarter of 2023, it was pointed out by Tunad as the sector's brand that led TV advertising placements, with more than 7,000 insertions.
Betano is the main sponsor of Atlético Mineiro (male and female) and Fluminense, also holding the naming rights for the Brazilian Championship Serie B and this year also bought the naming rights for the Copa do Brasil, which now became Copa Betano do Brasil. Additionally, it is a global supporter of the Copa America and Eurocup.
Wieden+Kennedy will work on a full-service basis, delivering strategies, creation, media, and content for Betano, aiming to operate in a 360-degree format to ensure effectiveness in all marketing, advertising, and brand reach actions.
Source: GMB
