This Valentine's Day week, Sportingbet also gets into the romantic mood, but with a spicy touch to explore the fans' passion. In the next two rounds of the Brazilian Championship, from June 11th to 17th, the sports betting brand will carry out a special action exploring the famous “Lei do Ex” (Law of the ex), with a record number of players facing their former clubs – there will be no less than 15 games, with a total of 22 players who must take the field against teams they have defended in the past.
In Brazilian football, the “Lei do Ex” is the well-known maxim that suggests that a player is more likely to score a goal when playing against his former club. Taking advantage of the commemorative date, Sportingbet has prepared an exclusive tab, where fans can now bet with boosted odds on selected players who will have the chance to score goals against their former teams.
Developed by the DPZ agency, the campaign features a launch video presenting the concept, as well as special media actions on Tinder, with exclusive brand polls, and also on Spotify, with a segmentation aimed at famous artists in the world of suffering. The brand will explore assets from its sponsorship package on Sportv to communicate the action in these rounds, in addition to special content on the LED panels of the Palmeiras x Vasco game, on 13/06.
"While many brands will be talking about couples in love this week, Sportingbet decided to give the ex a chance. Our goal was to combine the passion for football with the emotion of Valentine's Day, and so we found an innovative and engaging way to connect the two things. So, if you're going to pick up your cell phone on Valentine's Day because of an ex, it's to place a bet on Sportingbet," comments Dimitri Araújo, the brand's head of marketing.
List of matches:
11/06
Atlético-GO x Corinthians: Vágner Love (Atlético-GO)
Botafogo x Fluminense: Diogo Barbosa (Fluminense) and Luiz Henrique (Botafogo)
Red Bull Bragantino x Atlético-MG: Eduardo Sasha (RB Bragantino)
13/06
Cruzeiro x Cuiabá: Marllon e Rikelme (both from Cuiabá)
Flamengo x Grêmio: Everton Cebolinha (Flamengo)
Bahia x Fortaleza: Titi (Fortaleza) and Caio Alexandre (Bahia)
Palmeiras x Vasco: Luan (Palmeiras) and Victor Luís (Vasco)
15/06
Red Bull Bragantino x Juventude: Werick Popó (Juventude)
Fluminense x Atlético-GO: Yonny González (Atlético-GO)
16/06
Vitória x Internacional: Luiz Adriano (Vitória)
Athletico-PR x Flamengo: Leo Pereira (Flamengo)
Grêmio x Botafogo: Cuiabano (Botafogo) and Diego Costa (Grêmio)
Vasco x Cruzeiro: Maicon and David (both from Vasco)
Criciúma x Bahia: Arthur Caíke (Cricíuma)
17/06
Atlético-MG x Palmeiras: Gustavo Scarpa (Atlético-MG) and Marcos Rocha (Palmeiras)
Source: GMB
