Betano looks set to be one of the frontrunners when the legal market launches in Brazil on 1 January 2025, with deputy CEO Aris Dimarakis emphasising the importance of sponsorship and a localised approach.
Legal online betting in Brazil is now less than two weeks away, and operators such as Betano have been jockeying for position to ensure they capitalise on being among the first to enter what will likely be a top-three global gambling market.
Betano was the first to apply for a licence back in May, with the company enjoying early brand awareness advantages due to its sponsorship-heavy strategy.
Making Betano visible across Latin America
Betano sponsored the Copa América football tournament over the summer, while it also sponsors the top-flight league in Brazil, as well as a number of clubs.
Dimarakis believes this has been crucial to Betano becoming front and centre in the Brazilian betting industry, telling iGB: “Sponsorships with top sports leagues and clubs are central to Betano’s strategy for building brand awareness and fostering deep connections with local audiences across Latin America.
“Major tournaments like Copa América offer continent-wide visibility, positioning us as a premium brand while generating strong emotional engagement as fans rally behind their national teams.”
It’s having an effect, too. In September, an OpenBet white paper using research from H2 Gambling Capital revealed Betano was leading the way with a 23% share of Brazil’s betting market.
However, Betano is taking a careful approach with its sponsorships to ensure it successfully carries out its corporate social responsibility (CSR) duties.
“We are selective about our partners, choosing only respected brands that align with our values for mutually beneficial relationships,” Dimarakis adds. “Beyond visibility, our sponsorships also support the sports ecosystem’s growth through CSR initiatives, helping strengthen communities and ensure long-term sustainability for the industry.”
Localisation vital for Betano in Brazil
Alongside sponsorship, Betano is also looking to localisation as a means of tapping into the immense potential of the betting market in Brazil.
It is set to be a hugely competitive market with international players such as Betano and Flutter joining local companies such as KTO and Aposta Ganha.
Therefore, competitive advantages will be crucial and Betano views fostering connections with Brazilians as one method of getting ahead.
“Betano’s success in Brazil comes from a deeply localised strategy that reflects Brazilian culture, sports passion and community values,” Dimarakis says.
“We also collaborate with local influencers and sponsor iconic clubs like Clube Atlético Mineiro, creating a strong emotional bond with fans. Our partnerships extend beyond sports, supporting communities through CSR initiatives.”
Dimarakis highlighted a number of initiatives, including working with Atlético Mineiro during ‘Pink October’ to raise breast cancer awareness, as well as its ‘Juntos em Campo’ programme with the Brazilian Football Confederation (CBF) to promote gender equality in sports.
“Betano has earned strong brand recognition in Brazil, becoming a top-of-mind choice for bettors,” Dimarakis explains. “We’ve built a deep connection with the market through strategic partnerships, local initiatives and a dedicated team based in São Paulo.
“This on-the-ground presence allows us to adapt quickly and align our offerings with Brazilian preferences, ensuring a personalised and locally relevant experience.”
Excitement for launch builds, but overregulation fears remain
The latter stages of 2024 for the Brazilian betting industry have been blighted by rising fears over gambling’s impact on the social and financial health of the population.
A ban on betting using social welfare looks to be coming, while advertising restrictions have already been adopted with the aim of protecting minors.
Brazil’s potential is clear, although Dimarakis warns the market may struggle to reach it if regulations become too restrictive.
“Brazil’s incoming gambling regulation signals significant industry growth,” Dimarakis explains. “With rapid economic development, the market holds immense potential for brands that prioritise responsible gaming and regulatory compliance.
“Finding a balanced regulatory framework will be critical. Overregulation could stifle growth, while supportive policies can create a sustainable, thriving market. By working closely with regulators, operators can ensure a fair, transparent and player-focused gambling environment.”
