“The context doesn’t matter: it could be on the field, in the locker room, during meditation, or even in a barber shop. The topic on everyone’s lips is just one: Brasileirão Betano,” the company states when announcing a new campaign.
Created by the Wieden+Kennedy SP agency, the campaign shows unusual situations that only reinforce the sponsorship. The idea is to leave the naming rights in the memory of the public who, in 2024, will come to know the Brazilian Championship as Brasileirão Betano. The new scenes take place during a meditation and in a barber shop, both cuts lasting 15 seconds each.
"With a unique speech, we want to reinforce the campaign's main message in a fun way: the Brasileirão is now Brasileirão Betano. We chose to show, in a relaxed way, how the naming is on the lips of Brazilians and can become even stronger in the minds and hearts of all fans," says Betano.
The pieces have a fun and creative concept, showing scenes from everyday life in which the partnership is celebrated. The naming right is part of Betano's business strategy, which is present in the main competitions of the world.
"This is literally all anyone talks about. Being present in the most traditional championship in Brazilian football is very important to Betano. And we make this clear in every dialogue in our films. In the end, the goal is clear: to make all of Brazil know that the Brasileirão is now Brasileirão Betano," says Eddy Guimarães, GCD of Wieden+Kennedy São Paulo.
To engage fans, Betano is offering an offer: customers have a bonus of up to R$1,000 (US$ 183) as an incentive to get to know the betting platform.
Source: GMB
