The two actions take place at a strategic moment in the sports calendar, with the start of the Brazilian Championship (03/29), the group stage of the CONMEBOL Libertadores and Sudamericana (04/01), the quarterfinals of the UEFA Champions League and the final stretch of the NBA regular season — all with the presence of the Sportingbet brand.
For Dimitri Araújo, Head o Marketing at Sportingbet, “it’s exciting to launch campaigns that translate what the brand represents in Brazil: emotion, authenticity and a genuine connection with fans. “‘Emotion Doesn’t Have a Replay’ dives deep into the universe of those who bet. It’s about seeing the game with a unique perspective and making your choices with courage, but also with awareness.”
“We know that, just like in sports, you don’t always win — and it’s important to recognize your own limits, learn from your mistakes and move forward responsibly. In parallel, we’re presenting ‘Tudo é Sportingbet’, a lighter and more irreverent campaign that connects the act of betting to unusual and typically Brazilian moments. Our goal is for these campaigns to captivate the public by authentically representing those who truly experience sports. Emotion, connection and responsibility go hand in hand — and that’s what makes Sportingbet a unique brand,” concludes Araújo.
“A Emoção Não Tem Replay”: emotion as a brand differentiator
With a captivating film narrated by Marcelo Falcão (former lead singer of the band O Rappa), the “A Emoção Não Tem Replay” campaign places the bettor’s feelings at the center of the narrative. Through metaphors, it connects sports and betting with emotional intensity. Real scenes from Libertadores, NBA and Palmeiras games — sponsored by the brand — are mixed with images of surfers facing the imposing giant waves of Nazaré, famous for being some of the biggest in the world, for example, in an ode to the courage and involvement of those who live each moment to the fullest.
“This campaign reinforces Sportingbet’s positioning as a brand that understands bettors and what motivates them. We bet on the different emotions present in each move, with a courage and truth that the category does not usually demonstrate”, points out Fábio Mozeli, VP of Creation at DPZ.
The ads have 60” and 30” versions, as well as vignettes in smaller formats. The direction is signed by Squarehead, with production by Mercuria and sound by Mugshot.
In “Tudo é Sportingbet” (Everything is Sportingbet), every moment is an opportunity to create daily, light and authentic connections.
To boost brand recall, “Tudo é Sportingbet” shows, in a light and relaxed way, how the passion for the game is everywhere through the “voice in the head” that transforms any everyday moment into a possibility of fun.
The campaign combines innovation with everyday situations inspired by real life to show, irreverently, that anything can be a reason to make a Sportingbet. In one of the films, for example, a young man, after suffering an accident and losing three points, remembers that such a score is the same as a victory in soccer and that Achievement can take your team to the top of the table.
All the pieces have one thing in common, as they form the first Brazilian campaign in the betting segment created entirely with GenAI technology.
With production by Future Studios and sound by Mugshot, the campaign will have a series of 10” and 15” short films each, highly adaptable for social networks and digital media. In addition, the strategy includes assets such as the NBA, CONMEBOL Libertadores and Palmeiras, with customized versions for each audience.
With this combination of emotion and innovation, Sportingbet reinforces its ambition to lead the betting sector in Brazil, combining engaging storytelling, cutting-edge technology and multiplatform presence.
Both campaigns will be broadcast nationwide, with a strong presence on open and closed TV (Globo, SBT, Record and Sportv), streaming platforms (CazéTV and Amazon Prime Video), social networks (YouTube, Meta, TikTok and Kwai) and digital media.
The “Tudo é Sportingbet” campaign includes the videos Glória, Cheirinho, Sauna and Três Pontos.
Source: GMB
