The arrival of these two well-known figures, recognized for their careers in culture and sports, marks the second phase of the #DescubraSeuLadoBet campaign. This phase reinforces the company's commitment to building an identity that goes beyond betting, integrating with sports culture and entertainment.
The selection of ambassadors strengthens the company's strategy of connecting with authentic narratives. MC Livinho, renowned for his music career, also has a background in football and has recently entered the world of fighting, showcasing his versatility and constant pursuit of new challenges.
Meanwhile, Rodrigo Capita, one of the biggest names in Brazilian futsal, symbolizes resilience and passion for the sport, helping to expand the visibility of the modality.
The first phase of SeuBet’s repositioning, launched in November 2024, provided valuable insights for the brand. One of the key highlights was the creation of O SEU BET, a capybara mascot that embodies Brazilian identity and irreverence. The character has become one of the company’s main strategic assets, achieving over +597% engagement growth since its launch, especially on priority channels such as Instagram and YouTube.
“We realized that it’s not enough to simply be present in the sports betting and iGaming scene; it’s essential to be part of the culture surrounding it,” says Fabrício Nunez, SeuBet’s Head of Marketing.
“Now, in the second phase, we want to deepen this connection by bringing in ambassadors and influencers who represent the brand’s essence and creating experiences that go beyond scores, odds, and promotions.”
SeuBet has been expanding its presence in the sports and entertainment landscape through several partnerships. In motorsports, it supported Diego Hilel, the Brazilian champion in the 1000cc Light motorcycling category in 2024, and continues to back talents like Bernardo Andrade, one of the leading names in pickleball in Brazil.
In football, SeuBet sponsors Democrata de Governador Valadares/MG, reinforcing its commitment to the sports scene. In the gaming universe, the brand has strengthened its connection with the audience through the KickStart interview program, hosted by Letícia Marques from Pensei Alto TV!, which has featured major figures from different communities, including former UFC heavyweight champion Fabrício Werdum and singer Livinho.
Immersive fan engagement and digital activation
The partnership with the new ambassadors includes a series of immersive engagement activities. The brand is planning live activations, interactive challenges, and exclusive social media content, with Livinho and Capita actively collaborating with ambassador Letícia Marques and other key creators who play a crucial role in the content distribution strategy.
Additionally, O SEU BET will continue to be a central element in communication strategies, integrating physical and digital experiences.
While many industry brands use ambassadors as advertising figures, SeuBet has chosen protagonists who are already part of the brand’s universe.
“Livinho and Capita weren’t chosen just for their relevance, but because they were already connected with the spirit of SeuBet. This partnership is genuine and natural,” explains Nunez.
The expectation is that the second phase of the #DescubraSeuLadoBet campaign will further solidify SeuBet as a brand that truly understands and celebrates Brazilian ‘resenha’ (the fun, engaging discussions that are a cultural hallmark of Brazil).
“We’re not just here to run campaigns. We’re here to build stories, celebrate talent, and be present where the excitement happens,” concludes Fabrício.
Offline activations strengthen audience connection
Alongside its new ambassador partnerships, SeuBet has announced a series of in-person activations to reinforce the second phase of its positioning strategy. The brand will be the master sponsor of Vila JK, a premier music venue in São Paulo, with an official launch on April 2, featuring a show by MC Ryan, VIP experiences, and thematic branding.
SeuBet’s roadmap also includes sponsorship of the Clayton & Romário ComVIDA national tour, which will visit 15 cities, starting in Escarpas, as well as the launch of the Camarote SeuBet at Mineirão Stadium—an exclusive space for partner networking, content production, and interactive fan engagement during sporting events.
All initiatives will feature real-time coverage and digital integration, maintaining the campaign’s visual identity and tone.
Source: GMB
