In total, 31 brands were exposed, 16 companies with fixed sponsorship quotas and another 15 with content actions.
The companies with direct sponsorships at BBB were Mercado Livre, Stone, Seara, Esportes da Sorte, Downy, Rexona, Chevrolet, Amstel, iFood, Pantene, Ademicon, Hypera Pharma, McDonald's, Cif, Latam and Oi, who appeared at parties, tests and activations with participants.
Another 15 brands, with smaller quotas, participated with actions involving products or services, such as Kwai, Electrolux, Delícia, Nestlé, Ajinomoto, Estácio, Disney, Yoki, SBP, Ministério da Saúde, Centrum, Hellman’s, Kibon, Niely and Pepsi.
Taking into account the final stretch of the program, in the last 30 days, those who saw the most growth on social media were Disney and the betting platform Esportes da Sorte, the first company in the segment to be a BBB partner, since 2023, in history.
On Instagram, Disney's official profile had 154 thousand new fans in the last 30 days, while Esportes da Sorte had 152 thousand.
It is worth remembering that the platform held the first party promoted by a betting company in the program's history. “É o Tchan” in its original formation was the attraction of the celebration, which had major sporting events as its theme. The action inside the house can be considered a new stage for the sector, which is managing to gain more advertising space with the regulations.
“We understand that being the first bookmaker to sponsor the BBB is a paradigm shift and puts us on another shelf, which is the entertainment market,” explains Darwin Filho, CEO of Esportes da Sorte. "We want to remain a brand with soul, that touches and infects people's hearts."
Considered one of the fastest growing betting houses in the country in the last two years, Esportes da Sorte has intensified its contributions beyond sport.
With sponsorship in three Series A teams (Athletico-PR, Bahia and Grêmio), and with the Palmeiras women's team, considered the largest in South America, the company's executive understands that entertainment is a solid path for platforms that They want something more in the sector.
"These are heavy investments, but with quick and constant returns, which takes us to another type of audience, who don't follow sports, for example. An example of this are the Carnival parties, when we support more than 100 events this year throughout Brazil And more than being partners, we offer a two-way street that is knowledge of our work through activations and promotions that bring the public onto our platform. It's no surprise that we are reaching 2 million followers on Instagram, being the largest among companies in our sector," adds Darwin.
For 2024, with the regulations in place in the country definitively, Esportes da Sorte wants to continue the consolidation plan and be the main home for bettors.
"Since the beginning of our work, we have seen the importance of this investment. We want to get closer to our customers and be increasingly present in their day-to-day lives, always with humor and irreverence, but also information about the market. We don't want to be seen just as a betting house, but also a safe entertainment option," he concludes.
Source: GMB
