Betano is likely to be one of the first companies to enter the legal market in Brazil on January 1, 2025. Deputy CEO Aris Dimarakis stresses the need for sponsorship and a tailored approach.
Brazilian Betano
Legal online betting in Brazil is less than two weeks away, and companies like Betano have been fighting to be the first to get in on the action in what is anticipated to be one of the top three gambling markets in the world.

Back in May, Betano was the first to apply for a licence. The company's approach of sponsoring a lot of events gave it an early edge in brand awareness.

Making Betano known all over Latin America
Betano paid for the Copa América football event in the summer. It also pays for Brazil's top division and a number of clubs.

Betano's sponsorship of the Copa América gave the brand a lot of exposure throughout Latin America.
Dimarakis says that this has been very important for Betano to become the biggest name in Brazilian betting. He told iGB, "Sponsorships with top sports leagues and clubs are at the heart of Betano's strategy for building brand awareness and making deep connections with local audiences across Latin America."

"Big events like Copa América give us visibility across the continent, make us look like a high-end brand, and get fans emotionally involved as they support their national teams."

It's also having an effect. An OpenBet white paper from September that used research from H2 Gambling Capital showed that Betano was in the lead with a 23% share of Brazil's betting market.

Betano is being careful with its sponsorships, though, to make sure it does its corporate social responsibility (CSR) tasks well.

Dimarakis says, "We are picky about who we work with and only work with well-known brands that share our values so that both parties can benefit." "Besides getting our name out there, our sponsorships also help the sports ecosystem grow through CSR programs. This helps build stronger communities and makes sure the industry stays strong in the long term."

Localisation is very important for Betano in Brazil.
Betano is also looking into localisation as a way to get a piece of the huge betting industry in Brazil, in addition to sponsorship.

Betano and Flutter, two multinational enterprises, will join local companies like KTO and Aposta Ganha in this very competitive industry.

So, Betano thinks that building relationships with Brazilians is one way to get ahead, and competitive advantages will be very important.

"Betano's success in Brazil comes from a strategy that is very local and reflects Brazilian culture, love of sports, and community values," Dimarakis adds.

"We also work with local influencers and sponsor famous clubs like Clube Atlético Mineiro, which helps us connect with fans on a deeper level." We work with communities in ways that go beyond athletics through CSR programs.

Betano Brasileirão
Betano is "a top choice for bettors" diramakis says
Dimarakis talked about a lot of different projects, such working with Atlético Mineiro during "Pink October" to raise awareness about breast cancer and the "Juntos em Campo" program with the Brazilian Football Confederation (CBF) to promote gender equality in sports.

Dimarakis says, "Betano has become a top-of-mind choice for bettors in Brazil, thanks to its strong brand recognition." "We've built a strong relationship with the market through strategic partnerships, local initiatives, and a team of people in São Paulo who are dedicated to the company."

"This presence on the ground lets us quickly adapt and make sure our offerings match what Brazilians want, giving them a personalised and relevant experience."

People are getting more and more excited about the debut, but many are still worried about too many rules.
In the latter few months of 2024, the Brazilian betting business has been hurt by growing worries about how gaming affects people's social and financial health.

It looks like there will be a ban on betting with social benefits. There are already limits on advertising to safeguard children.

Dimarakis says that Brazil's potential is evident, but the market may have trouble reaching it if rules become too stringent.

Dimarakis said, "Brazil's new gambling laws mean big growth for the industry." “Because the economy is growing so quickly, the market is full of opportunities for brands that put responsible gaming and following the rules first.

"Finding a regulatory framework that works for everyone will be very important. Too many rules could stop growth, while regulations that help can build a market that lasts and grows. Operators may make sure that gaming is fair, open, and focused on the players by working closely with authorities.