The good mood in the Brazilian clubs’ social media

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Everyone knows that Brazilians are very connected to social media. According to data from Hootsuite, 77% of the Brazilian population has access to the internet, and that number has been growing, as the consultancy company Kepios points out that 5.3 million people joined the virtual world between 2021 and 2022.

This large volume of users, in addition to the passion for football and the adoration for the clubs, makes football a micro-universe of gigantic numbers on a weekly basis, according to data extracted by Samba Digital from its dashboards. This information is published every week in an editorial partnership with the website MKT Esportivo.

On average, the 20 clubs in the Campeonato Brasileiro Série A range see about 150 to 200 million interactions, taking into account Instagram, Twitter, Facebook and TikTok.

The most interesting thing to note is the behavior of the Brazilian public and what kind of content is successful among the fans – which we can also call followers.

The good mood trait

The good mood, a common trait that refers to Brazilian people all around the world, stands out on the clubs social media platforms.

For instance, this year some publications have stood out. They all have in common the good mood as a fundamental reason for success.

This is the case of Corinthians, for example. When Palmeiras, their main rival, lost the long-awaited FIFA Club World Cup title to Chelsea – the very same team they faced and defeated in the 2012 edition of the said tournament – the club published a irony-filled post that had the 3rd best performance

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A post shared by Corinthians (@corinthians)

Also in the good mood vibe, Atlético-MG won the 4th position among the publications with the best performance on Twitter so far in 2022. This feat was due to a photo in which the club says “Smell (Cheirinho) of a champion!”.

We explain the joke: Cheirinho is a term used to tease Flamengo fans. The club was the runner-up in several tournaments in recent years, and because of that, they were jokingly nicknamed “Time do Cheirinho”, or smell team. Atlético-MG took advantage of that and their fans just went crazy: 100 thousand reactions.

What has been said by the multimedia manager at Atletico-MG

Emmerson Maurilio, Multimedia Manager at Atlético-MG, points out that this style really pleases the fans and it creates an increase in the volume of interactions.

“Humorous posts make the fan identify more with the profile. The language of social media is usually funnier and relaxed, especially where joking and teasing are common. Therefore, posts with this style tend to have more engagement in comparison to formal publications. Even protests against refereeing have engagement when done this way.”

Due to a referee error, América-MG suffered a loss in the local derby against Atlético-MG in the Copa Libertadores da América. The club did not hesitate to use Ademir’s nickname, Fumaça, on social media to make fun of the situation.

https://twitter.com/AmericaMG/status/1514430512303071238?s=20&t=06sdNzBaM1RqLJExf29EZQ

Learn more about The Unusual and original content that is successful in Brazil

The unusual and original content that is successful in Brazil

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A constant challenge for us at Samba Digital is explaining the Brazilian “meme” to the social media directors and managers of our customers’ clubs and entities. In its most basic form, a meme is a digital joke conveyed through an image, such as a photo or gif, that goes viral. The perfect analogy that defines how a piece of content can go viral is a level 5 hurricane, an intense one that destroys everything in its path.

However, it demonstrates to clubs that original content is more than important for them to break out from the repetition of a football club routine. Flamengo, Latin America’s top in interactions, created content that didn’t require any special production other than the sharp eye of its social media manager.

Learn about Flamengo’s most recent endeavours, including its unbroken winning streak in our LATAM standings.

Saying farewell to the club after confirming a transfer to Al Hilal, from Saudi Arabia, Michael has passed the title of “The Ugliest of the Squad” to the right-back Rodinei, another player known for his jokes and good humour. Overall, there were more than an amazing 2.5 million views on this video.

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A post shared by Flamengo (@flamengo)

This is what stands out when looking at TikTok, for example. Despite the lack of a more effective effort from some of the more traditional clubs, which can go weeks without posting on it, the social network, dubbed the dancing social network in Brazil, reached nearly 60% of the total views of Instagram, the platform with the most interactions between February 16th and 22nd. During that week, the right-back Guga’s dance with teammate Mariano received 3.9 million views, propelling Atlético-MG to the top of the social network.

https://www.tiktok.com/@atletico/video/7066951167170874629

Corinthians adopt a different model

Corinthians, which finished 2nd in the Brazilian Serie A with a consistent performance of around 28 million monthly views in the previous three months, bets on on-field content ranging from historical plays to current highlights of both youth and professional teams.

We invited Rodrigo Vessoni, editor of Meu Timão, a website specialized in Corinthians, to give his opinion on the content that the club uses on social networks:

“About Corinthians’ social networks, basically there is a clear fear of going a little over the top when opening up to greater exposure. We feel that the board does not allow the Communication Department to produce funnier videos that can generate greater exposure for players. I don’t know if they are prohibited, but there is a recommendation to avoid moments of too much relaxation as in other social networks. Maybe it’s the directors’ profile, who are a little averse to the social network. Maybe it’s a lack of knowledge about social media that explains why Corinthians has a more serious profile in recent times”, said the professional, who works in Corinthians for at least two decades, both as a reporter and, now, as an editor.

Provocations

Despite wearing down the relationship between the clubs, the provocations always stir up the fans and raise the numbers. After much backroom wrangling over issues ranging from the holding of the Brazilian Supercup since Atlético-MG had won both the Brazilian Championship and Cup, to the stadium that would host the match, Atlético-MG faced Flamengo and won the trophy. This victory came after a lengthy penalty shootout, with the match ending 2-2 after 90 minutes.

Learn more about Brazil’s most recent football news, such as Amazon’s acquisition of domestic Copa do Brazil rights for 2022.

After winning the championship, Atlético-MG tweeted a photo of a model carrying a perfume bottle containing the freshly obtained cup. In the caption, the word “cheirinho” (smell) was the trigger to provoke Flamengo, which was the runner-up in three different tournaments. This post earned 100,000 likes, while the club received 1.6 million in a single day.

https://twitter.com/Atletico/status/1495513073758703617

Wagner Leitzke, Social Media Manager at Samba Digital, discusses how provocations like this work, saying…

“It is necessary to get out of common sense, out of the stagnation. Publications that can have an impact, often with provocative content, will reach other niches. The provocation has always been present in the sports world and with social media gaining more and more importance, it is impossible not to bring them to the digital realm as well. Sometimes, you need to be a little more fan and a little less institutional. Balance is the key.”

Betcris announces tie-ups with Brazilian clubs Ceara and Fortaleza

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Online sports betting platform Betcris has announced partnerships with Brazilian football clubs Ceara SC and Fortaleza FC. The objective of forging this partnership is to strengthen the company’s presence in the South American market, particularly Brazil.

Through the three-year agreement, Betcris would see enhanced brand visibility through advertisements that will take place on LED boards in the club’s stadium. The Brazilian clubs would also launch specific social media campaigns that will feature Betcris and its logo.

Learn more about Brazil’s relationship with Betting Sponsorships

Angelo Alberoni, Country Manager of Betcris in Brazil, commented: “Betcris is a leader in Latin America and there is nothing more natural than sponsoring two Brazilian soccer giants. With sponsorships in our DNA, we chose to be in Ceará and Fortaleza because of the greatness of both and the strength that represents the Northeast.

“It will be the first sponsorship of the brand in Brazil and, together with the strongest teams in the Northeast, Betcris will bring to the Brazilian public and, in particular, to the Northeast, its extensive experience in sports betting, which places it in the leadership of the segment in Latin America”.

Lavor Neto, Director of Marketing and Communication of Ceará, added: “This partnership comes at an opportune moment. We are talking about the union between a brand with more than 20 years of leadership in the countries where it operates, a football club with 108 years of history and a committed public.

“We are very happy with the agreement with Betcris,” concluded Marcelo Paz, President of Fortaleza. “The commercial department has been working to find agreements with more brand exposure in our club, generating great identification with our fans and the market. And Betcris comes to fill this space for three years.”

The emergence of Betcris

Betcris offers online services in 15 countries including face-to-face service in locations throughout Latin America. Their customer service approach, competitive betting lines and fast payments is what makes the company a reliable and preferred site for betting.

The Malta-based company possesses an extensive sponsorship portfolio which consists of deals with the NFL, MLB and several other sports teams in Latin America. The company is looking to expand its reach in the South American market and roping in Ceara and Fortaleza will be a major boost in helping the company achieve its objective.

A change in the way TV rights are sold

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There are so many ways to watch the Brazilian State Championships, including open and closed TV, PPV, streaming, and Youtube. But now, three months later, everything has changed…

The first competition in 2022 will provide fans with new methods to follow football in Brazil. If fans previously watched the State Championships on TV Globo (open TV broadcaster), SporTV (closed TV broadcaster), and Premiere (Globo’s pay-per-view system), 2022 represents a true revolution since Globo did not compete with the same passion as in previous years to secure the broadcasting rights.

To give you an idea, the State Championship of São Paulo will be aired by six different companies: Record (open TV broadcaster), TNT Sports (closed TV broadcaster), HBO Max (streaming system), and Youtube. This is in addition to the official pay-per-view systems of the Paulista Federation itself and, lastly, Premiere (Globo’s PPV system).

Learn more about watching Brazilian football, including Amazon’s purchase of domestic Copa do Brazil rights for 2022.

According to Rodrigo Mattos, a journalist, on his blog on the UOL website, all rights to the São Paulo State Championship were sold for a price that was 30% higher than the previous contract, which was exclusive to TV Globo. The Campeonato Paulista finals averaged 32 audience points, implying that more than 6.5 million people watched the match simultaneously.

The finals of the Campeonato Paulista gained an average of 32 audience points in São Paulo city alone, reflecting that more than 6.5 million people watched the match at the same time in the city of São Paulo, which has a population of 12.4 million people. In other words, according to Ibope data, 55% of the city was connected to the game.

Credits: Miguel Schincariol / Flickr São Paulo Futebol Clube

We asked around…

Samba Digital discussed the subject with Fábio Wolff’s and asked for his opinion:

Fábio, one of the country’s most well-known names in terms of selling sponsors and advertising board sales at all Brazilian Championships, stated that this is the ideal time to contrast the new model adopted with the conventional one in which TV Globo maintains its exclusivity.

Fábio stated that the model built for São Paulo is new, and it appears to be a trend in which you have access to football on multiple platforms and are not dependent on one or two platforms only. He has seen it on a global scale, and we’ll see how it plays out here. According to Fábio, it will be interesting! It’s new, and it appears to be a safe bet. However, after this period of regional tournaments, we will return to the traditional model of watching football on TV, as we have done for the past few years. It will be valuable to compare the models and their respective results.

Rio de Janeiro has a different model

The Rio de Janeiro State Competition is another regional championship that is very important to Brazilians. Cariocão, as it is lovingly known, did not have its rights bought by Globo and also decided to develop new methods of distribution. Cariocão moved in a different fashion than the São Paulo Championship and with a different company; in SP, Live Mode assisted in the process; in RJ, SportsView played this role.

Cariocão Play, an OTT system administered by the state federation, will be available in Rio de Janeiro in addition to Record. This OTT system will have open TV exclusivity for one or two games per week.

In addition to these two techniques, each major league team’s games will be on their own televisions. In other words, the clubs (Botafogo, Flamengo, Fluminense, and Vasco) will be able to sell the broadcasts through their official TVs with narrators who mix the supporters for the club with the time when they narrate game pitches, which will delight a more fanatical part of the fans.

Despite these complications, this scenario ends in mid-April/early May, when the State Championships finish and the Brazilian National Championship begins. With the clubs’ recent departure from TNT Sports, the majority of them have signed contracts with Globo. These new contracts will have exclusive rights to the majority until at least the end of 2024.

Learn more about Globo, including its exclusive poll that provides an in-depth insight into Brazilian gamblers.

With this, all the other acronyms mentioned – not so traditional for the elderly – are removed from the spectrum of those who watch football at home and return to the traditional Globo-SporTV-Premiere axis. When you think the confusion is over, remember that the Copa Libertadores da América is still on the way.

Confusing isn’t it?

The main club competition in South America has its rights sold entirely to SBT on open TV, while ESPN holds the rights on closed TV. In addition, Conmebol, the continental federation, provides Conmebol TV with unique game schedules on three different TV days. However, the new method of selling rights and increasing awareness is not as straightforward. It’s also not inexpensive; aside from open TV channels, all other systems must pay a fee to receive broadcasts.

Amazon secures domestic Copa do Brazil rights for 2022

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Amazon has been busy expanding, negotiating a contract with the Brazilian media conglomerate Globo to stream the Copa do Brazil local knockout soccer championship on its Prime Video OTT subscription service next year. Prime Video will exclusively broadcast 30 matches from the Copa do Brazil 2022 edition under this new partnership. Members will also pay no additional costs from the first stage until the quarter-finals. In addition, six non-exclusive matches will be available on Prime Video between the semi-finals and the highly anticipated final.

The Copa do Brazil 2022 marks a watershed moment for Prime Video. This is all because it is the first live football event that the company will exclusively broadcast in Brazil. This contract is set to broaden the content available to Prime members.

Learn about the most recent Amazon news, such as their collaboration with Dibbs’ to enter the fractional sports trading card industry.

Amazon and Globo agreed in June to make the Brazilian company’s Premiere pay-per-view (PPV) service available on Prime Video. Globo announced at the time that the arrangement will allow Prime Video members to view nearly 1,000 soccer matches, including the Campeonato Brasileiro Serie A, from Brazil’s native top-flight. Prime Video subscribers may now see Globo’s Brazilian football rights portfolio. Before this, Globo and the Brazilian Football Confederation (CBF) reached an agreement at the end of 2016 to retain Copa do Brazil rights from 2018 through to 2022.

More from Globo and Amazon

Globo’s contract includes free-to-air, pay-TV, and pay-per-view rights and is approximately R$320 million (€50 million/$56 million) per year. Brazil’s leading broadcaster has been hit by the Covid-19 epidemic and is looking for ways to reduce its Copa do Brazil rights expenses in the future. With the subsequent Amazon-Globo pact, Brazil becomes the latest country in which the online retail powerhouse has exclusive sports rights.

Discover more about Globo, including its exclusive poll that provides an in-depth insight into Brazilian gamblers.

Of course, this isn’t the only thing Amazon has been up to. The company also agreed to a rights deal in Japan with boxing promoters Top Rank and Teiken Promotions. In the Asia-Pacific area, Amazon entered the Australian sports sector earlier this year with a two-year partnership with Swimming Australia. This resulted in a long-term media rights agreement with India for international cricket matches played in New Zealand.

Furthermore, Amazon strengthened its foothold in the French market during the summer. This move was due to the purchase of the domestic rights to eight Ligue 1 football matches per week. The deal is worth €250 million per year and runs from 2021-22 to 2023-24. This deal was also a departure from the online retailer’s prior approach of pursuing just specific strategic packages in its high-profile football acquisitions in the United Kingdom, Germany, and Italy.

Brazilian soccer clubs hope to have their own top-flight by 2022

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Clubs in Brazil’s top flight, Campeonato Serie A, are planning to continue their efforts to secure control of the league from the CBF. Not only that but a new competition could be running as early as next year or even 2023.

Serie A is presently one of the few major domestic leagues still under the national federation administration. We discovered in July that Brazilian clubs want to break free from the CBF and build their own governing organisation to administer the competition. They’ll have greater control over how club games are run now that they’ve made this breakaway.

Learn more about the most recent football club ventures, such as PSG expanding its licensed product range in Brazil.

Behind the scenes

Rumour has it US-based private equity investors have committed between US$750 million and US$1 billion to the competition. And now with this investment, they are now moving forward with the project.

One of the project’s consultants is Ricardo Fort, a seasoned sports executive and the founder of Sport by Fort. Former ESPN executive Scott Guglielmino is to be playing a part, as is Charles Stillitano, co-founder of Relevent Sports. Of course, that is not all as Flavio Zveitler, a Brazilian sports lawyer, Lawrence Magrath, director of Rio de Janeiro-based investment firm Cremon Participacoes, and Rick Parry, current chairman of the English Football League (EFL) are all involved.

Click here to learn more about what’s going on in Brazil, including Globo’s exclusive survey of Brazilian gamblers.

They will not only make direct financial investments in the clubs. They will also bring in experienced professionals who have previously worked in major leagues. This professional team will act as a resource to help make the Brazilian football league a success. This new league would have to be with the CBF’s approval and the clubs’ desire to communicate with the national governing body.

INTERVIEW: Wagner Leitzke, Social Media Manager, shares some of his proudest achievements at Samba Digital

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With Samba’s recent success and notable achievements, it was a perfect opportunity to learn more about the people behind the business and its diverse consumer base. This is the third post in a series in which we interview a member of the Samba Digital team and highlight their unique perspectives. This series of articles will address some of the most frequently asked questions about working with large customers, as well as some of their most compelling case stories.

In this edition of the series, we’ll meet Wagner Leitzke, Samba Digital’s Social Media Manager.

What is your role at Samba? 

As a Community Manager for AS Monaco and VfL Wolfsburg’s Portuguese accounts, I began my profession. After a few successful seasons in charge of those accounts, I was promoted to my current role as Samba’s Social Media Manager for the entire Brazilian market. With around 10 club/league clients and another ten betting-related clients, this market is known as the company’s largest. I’m now one of the “oldest” members here; in a few months, I’ll be celebrating 7 incredible years as a member of the Samba family.

What is your vision?

My main vision is to be as bold as possible, to be as near to the follower as possible, and to pay double-triple-extra attention to prevent making mistakes. When it comes to social media and sports passion, it’s all too easy to make a mistake, so we have to think twice before giving something the green light. In the meantime, we can’t just go about our business as usual 24/7; our market allows us to joke, be provocative, be bold, and try new things on a daily basis. The competition is fierce; another brand is always fighting for the attention of a follower. With this in mind, we must make an impression on them and connect as closely as possible, using our local knowledge to understand them.

To discover more about Samba Digital’s team, click here to read an interview with Bernardo Besouchet, the company’s PR Manager.

What are your best case studies?

After almost seven years here, I can honestly say that naming the best one is difficult, as each season presents a new challenge. The communication that we had during the Covid period, which was all new and demanding for everyone, is something of which I’m quite proud. We had to assist all of our clients in scenarios that we hadn’t anticipated, such as a long period without games or training content. During this time, each client had a unique way of communicating; some created video content to encourage followers to watch it at home, while others created effective campaigns… We were able to adjust to each client and keep things running at that time.

One of our most engaging pieces of content that we even improved during the covid period, is our attempt to develop material during the Big Brother Brasil season. If this reality show isn’t strong in other places, it’s absolutely huge in Brazil, with TV audience and social media engagements compared with World Cup numbers.

We were able to connect a lot of content from the reality show to the sports community, as shown in the following examples:

PSG’s impressive numbers

In terms of numbers, one of our largest and really record-breaking encounters was #NeyDay (#NeyDeMoicanoNaChampions) in Brazil. To show their support for Neymar during the Champions League game, the entire Brazilian community changed their social media avatars to the same Neymar photo. Typically, montages show him wearing numerous jerseys, such as a Flamengo fan wearing the Flamengo jersey.

Main picture (47k retweets + 205k likes)

Quote with Neymar recent motto (29k retweets + 153k likes) 

This post also received 1.6 million likes and 444 thousand engagements on Facebook. In just two days, it attracted over 23k new fans, 19 million impressions, and a whopping 1 million engagements.

Finally, there’s the Goat Graphic, which can be found here and was developed to welcome Messi to Ligue 1 channels.

How do you see the evolution of the market?

It is impossible not to be informed about the market at all times. Every day, a new platform or technology develops, and you must stay on top of it as rapidly as possible. This is even more important when it comes to local communities. It’s a constant cycle of testing, learning, and adapting. Something to which we must pay close attention as the market evolves is that, although attention competition between teams used to be entirely local, today, a club from Europe challenges the attention of a Brazilian fan on a daily basis. You may be skeptical that European clubs can have loyal local fans from Brazil for example, but they do exist. But beyond that, they fight for the attention of those sympathetic fans.

A franchise or club recognizes that they may not be your favourite team. They will, however, work hard to earn your respect and attention as your second, third, or fourth choice. Furthermore, competition is so fierce that a soccer team or an NBA franchise today competes with streaming services, e-Sports, and any other form of entertainment. The market is currently attempting to understand how they may incorporate themselves in those scenarios and compete for consumer attention.

How do you bring added value to your clients? 

I even joke with my coworkers that half of my job entails explaining Brazilian trends and virals to international clients. Every day, the Brazilian internet community comes up with a new viral meme. We can’t jump into all the situations, but we really need to be smart to see where we can connect those trends between the clients that we manage.

It’s not only about having local knowledge; it’s also about having a clear vision of the possibilities that can be created, the conversations that can be begun, and the ways in which they may be combined. This is my most important contribution to the company and its clients. The idea is to become really close to the fans, connect with the local scene, use their language, and use their emotion in addition to delivering the news. If you communicate in the same style or method across places like Brazil and Asia, you will fail.

PSG to expand the range of licensed products in Brazil

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In the near future, a broader range of licensed products from Paris Saint-Germain will be available in the Brazilian market. This is the result of an agreement reached between Fanatics and Destra, made possible by Samba Digital, who intermediated this exciting deal.

In order to understand each player in this negotiation, Fanatics holds the right to global PSG licensing, while Destra is a LaaS (Licensing as a Service) platform for brands and companies operating in the brand licensing market – including contracts with the main clubs from Brazil. Samba Digital, on the other hand, is an American digital marketing agency specialized in the internationalization of brands, with PSG as a client and a strong presence in the Brazilian market.

Click here to learn more about Samba Digital, including their triumph at the SBC Awards 2021 for Marketing & Services Provider.

Destra became the corporation responsible for prospecting the licensing business of the Paris Saint-Germain brand in Brazil as a result of the arrangement, with Destra Conecta being one of the key factors. This tool, in addition to providing an in-depth overview of the Brazilian consumer market, also functions as a B2B marketplace. This allows licensed businesses to communicate directly with the club issuing licensing bids and, as a result, closing new deals.

The Licensing Industry

To give you an indication of the size of the licensing industry in Brazil, according to Licensing International’s “The 2020 Global Licensing Industry Study,” the country ranks eighth in the world in terms of licensed products and service sales in 2019, with a total of $5.29 billion.

The country, according to the same study, showed continuous increases in revenue from the sale of licensed products and services. The growth rate was 1.6% in 2015-2016, 4.9% in both 2016-2017 and 2017-2018, and 3.9% in 2018-2019. This makes Brazil an attractive market not only because of its interest in football but also due to the values ​​that the licensing industry for sports products moves.

All very pleased

“We are very happy to work with Destra to develop our business in Brazil. Destra’s team has all the best qualities for a brand partnership. It is a company focused on results, reliable, and with very good people to develop a great job,” said Younes Layati, Director of Licensing for Fanatics.

Bruno Koerich, CEO of Destra, celebrates the possibility of acting alongside such consolidated global brands.

“It is a source of pride for Destra to stand alongside such powerful brands as Fanatics, the world’s largest licensing company, and PSG, one of the most imposing clubs on the football scene. Our solutions will allow the club to increase the number of products licensed in Brazil, generate greater engagement with its audience, in addition to generating new revenue. We are a technology company that understands the difference lies in the people and the connections they provide. That’s how it was with Samba Digital, for example, where we closed this excellent agreement,” he said.

One of Samba Digital’s business pillars

Linking local companies that add value and potential revenue to international customers is one of the business pillars of Samba Digital and Frédéric Fausser, CEO of Samba Digital, complements his vision of the agreement.

“Brands have broken geographic barriers and, with that, local knowledge has become essential to know how to consume, be it content, official products or any other form of relationship. Samba Digital’s mission here is to work for our customers to have this support when it comes to brand internationalization. This ranges from insight to the production of content respecting local issues as well as a broad knowledge of the market to generate commercial opportunities such as brand licensing and, consequently, the creation of strategic local partners that fit into a global strategy. I feel happy with Samba Digital involved,” he said.

Learn more about Samba Digital’s most recent collaborations, including the strategic alliance announced by Samba Digital and Horizm.

About Fanatics

In today’s on-demand, mobile-first culture, Fanatics is establishing the top global digital sports platform and revolutionizing the way fans buy their favourite team apparel, jerseys, hats, and hardgoods through an innovative tech-infused approach to making and selling fan apparel.

Fanatics pioneered a vertical commerce business model that allows the company to better serve its 300-plus partners and the growing real-time expectations of leagues, teams, fans, and retailers worldwide to ensure the broadest assortment is available online, in stadiums, or on-site at major sporting events by combining cutting-edge technology with an agile production and supply chain. Fanatics has the most comprehensive selection, with hundreds of thousands of officially licensed items available under the Fanatics, FansEdge, Kitbag, Majestic, Top of the World, and WinCraft brands, as well as the largest selection of sports collectibles and memorabilia available through Fanatics Authentic.

About Destra

Since 2014, Destra, formerly License Solutions, works with the main football clubs and other brands, such as visual artists, athletes, characters, and celebrities, offering solutions for contract management and new business in brand licensing. Destra is a Brazilian startup, which has a LaaS (Licensing as a Service or Licensing as a Service) platform and has already received funding from investors such as Darwin and Bossanova.

Samba Digital crowned the Marketing & Services Provider Of The Year at the SBC Awards 2021

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The SBC Awards recognise the achievements of operators and affiliates, as well as suppliers from all major sectors such as payments, marketing, platform providers, and data, among others. The SBC Awards 2021, which gathered 800 attendees, recognised firms that are thriving and flourishing in these difficult times. Samba Digital took home a huge award at this exciting event as they won the Marketing & Services Provider SBC Awards 2021, owing to the hard work of the Samba Digital team. As a result of this thrilling win, this article covers four of Samba Digital’s campaigns that stood out for their ingenuity and success.

Cafu campaign with Rivalo

One of these initiatives was our TV spot and activation of the Cafu campaign with Rivalo. Within this Rivalo advertising campaign, Cafu, as the ambassador, depicts many times and obstacles from his career. These important moments were featuring a video set in a studio and in the neighbourhood where he grew up. This inventive film linked his situations to Rivalo’s message “Even after big challenges you need to believe in yourself. Rivalo, your best move”.

Leo Moura & LeoVegas

Online gaming and sports betting are becoming increasingly popular diversions. With this in mind, LeoVegas, an online gaming and sports betting operator, took another move to expand its market. This was really good news for the Samba team, who was in charge of the campaign’s development. Samba was also responsible for finding ambassadors. Léo Moura joined the Samba Digital team as the company’s newest ambassador in Brazil, with the goal of growing engagement in the Brazilian market.

The collaboration between this platform and the player fulfilled two aims. The initial step was to develop a local presence, which was followed by an increase in client and partner base. Having a four-time Brazilian Championship top right-back and multiple title winner on their side was a huge step forward for them. Bringing Léo on board increased brand awareness and built trust with their customers.

LeoVagas is a well-known international brand with a thriving business, especially in Brazil. Léo Moura was an excellent advocate in this regard because he knows and understands football, allowing him to make intelligent bets. This collaboration with the former star player will extend until the end of 2021 and includes involvement in both online and physical events, as well as social media posting. He also assisted partners and LeoVegas’ own channels, as well as picture rights usage.

Click here to read more about Samba Digital’s most recent achievements, including work on their very own Sport Translate.

Betwinner and Amuletobet

Samba Digital also put in a lot of effort to plan a new Betwinner brand activation in São Paulo. Former Brazilian national team left-back Roberto Carlos worked as the brand’s official ambassador on the streets of São Paulo for the entire month of June as part of this new effort. As a result of this brand activation approach, 50 metropolitan line buses were made available. There were also three fully covered buses that circulated the city, each with photographs of Roberto Carlos and a unique QR code.

This brand expected to reach up to 5 million people as a result of this activation. Internal folders were expected to reach 1.125 million people. Not only that but wrapped buses were planned to reach a further 1.3 million people, bringing the total to an astonishing 3.9 million.

The primary purpose of this exciting campaign was to increase Betwinner’s presence in Brazil. This wasn’t the only advantage of this marketing; it was also a great opportunity to introduce their new ambassador, a Brazilian idol with two big fan bases. Roberto Carlos was particularly well-known in São Paulo, where Betwinners developed this event using Samba to strengthen their position in the Brazilian market. There were QR codes on each of the three buses that would take customers to the Betwinner homepage and a welcome promotion. A new user who scanned this QR code received a 100% bonus on their first investment. However, the bonus can only be earned up to R$ 650.

Learn more about Samba Digital’s work in an exclusive interview with Pedro Caffa, Social Media Manager & Coordinator.

Rafinha and Fogobet

We’ve worked with Rafinha on a variety of activations for Fogobet, including prizes, content, and billboard campaigns. Thanks to this collaboration, Fogobet’s social media accounts have risen by at least 25% in the last three months.

Thanks to their relationship with Samba Digital, Fogobet has been its new ambassador across all of its social media platforms. This online sportsbook has teamed up with Samba to use its marketing expertise to promote footballer Rafinha. This right-back, a Libertadores and UEFA Champions League winner, is a key figure in the marketing campaign. The goal of this Brazilian marketing effort was to not only promote the Fogobet brand in Brazil but also to demonstrate that Fogobet is here to stay.

This initiative undoubtedly created a lot of interest. Instead of his well-known shirt, Grêmio’s footballer wore a new one. As a result of the agreement, the athlete became Fogobets’ newest brand ambassador and the company’s face in Brazil. In this agreement, Rafinha’s role was to promote the brand and help it grow over time. Fogobet intended to improve its ties with its clients by bringing on an ambassador, and what better way to do it than with a popular footballer?

Fogobet intends to keep the commitment they made from the start. They’ll keep giving out the best odds and incentives. They wish to not only uphold this promise but also to treat their customers with respect by providing all-new casino and slot games. The footballer’s role was to assist FogoBet’s marketing efforts, which focuses on raising brand awareness. Rafina will be a part of the company’s social media and marketing efforts throughout Brazil. Rafinha is not only the campaign’s face, but he also assists the brand on his popular social media channels. We can expect a lot more in the future, as there are a number of other initiatives in the works.

Congratulations again to everyone at Samba Digital for earning this award, and certainly look forward to further success in the future!

Globo’s exclusive survey provides an in-depth look into Brazilian gamblers

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Now that we have more tools at our disposal, we can learn more about Brazil, where sports betting has grown from $360 million to $1.25 billion in only three years. This surge has been recognized by the Globo portal, which has issued its own unique report titled “Brazilian Gambler: the Brazilian Sports Betting Market”. We can obtain information about all of the local bettor’s choices in this survey.

We can answer pressing questions such as: How frequently do they play?, How much do they spend?, How do they feel when gambling?, and How much effect does advertising have? We can also discover answers to significant questions like, did they bet more or less during the pandemic, and what sports or competitions do they enjoy watching? And, owing to this survey, we now have these answers.

Sports betting has become a concentrated business that is growing at a rate of 11.5% each year. Last year, in 2020, this international market had a value of an astonishing $59.6 billion dollars, with a projected increase to an impressive $127.3 billion by 2027. The figures in Brazil are equally impressive. With the regulation of sports betting, the country might become one of the world’s industry leaders. These amazing figures, of course, take into account the size of the Brazilian population as well as the Brazilians’ love of sports.

Samba Digital presents the results of the survey “Brazilian Gambler: the Sports Betting Market in Brazil,” which was performed in June of this year and published recently by Globo, based on data from Industry Insights – Telecom, Platforms, and Education Services.

Advertising Investment

Sports Betting Market – All Media

This industry is not slowing down as it becomes more competitive, as seen by the increase in advertising spending. With market concentration, it is critical that interested companies capitalize on this increased exposure.

Aside from sports betting, 69% of Brazilians play the Federal Lottery, and 38% play Fantasy Games. Not only that, but a lower number of 36% of Brazilians invest in Casino Online. Only 33% use informal bets on diverse subjects that are worth money but are not done on a website. Finally, the smallest percentage of Brazilians, 32%, use online bingo.

As predicted, Globo’s CartolaFC, which explores games in the well-known Brasileiro football championship, is top in the fantasy games business, with 78% of respondents on Industry Insights saying that they play fantasy, while 57% do so in the ESPN Fantasy.

Find out more about sports betting, including how Betway has teamed up with Atlético de Madrid.

Among the 36%

The modalities that bet regularly account for a whopping 78% of the 36% of those that play online casinos. Not only that, but it was also revealed that 66% of bets are placed on blackjack, 64% on table games, and 63% on slot machines. Despite this, the poll found that 61% of respondents preferred Video Poker, and 50% preferred live games with dealers.

Online Betting

According to this report, a stunning 67% of Brazilians have been spotted betting on entertainment. Surprisingly just 43% bet on business, and only 38% on sports when it comes to internet betting. It’s also worth mentioning that 23% gambled on games of chance, while 12% bet on criminal activities.

Sports betting’s main drivers

It has been discovered that the key motivators for sports betting are fun, income, and connection. Sports betting is a form of entertainment for 60% of respondents, a source of money for 52%, a way to interact or socialize with friends for 13%, and a primary source of revenue for 12%.

Betting frequency determines a player’s profile

When it comes to betting frequency, some users like to keep themselves active, with 18% of customers betting seven times each week. Following the heavy users, 16% of users bet 4 to 6 times per week. Following the betting fanatics, we can observe that 48% are medium users, betting one to three times per week, and just 18% are light users, betting two to three times per week or fewer.

Gamblers of many types

In this poll, they discovered that 55% of respondents are moderate gamblers, meaning they value the security of their bets but are willing to take risks on occasion. This isn’t all: 33% are cautious and avoid taking chances, while 12% are aggressive and take risks in the pursuit of bigger profits.

Engaged bettors

The popularity of sports betting has resulted in more active bettors, with 38% placing a bet in the past seven days and 30% claiming to have placed a bet the day before.

The last bet

Only 9.8% of bettors placed their most recent wager during the past three to six months. The major reason for this behavior is because 51% of people are saving due to the current economic situation, and 27% are tired of losing. Furthermore, 20% only gamble on exceptional games, while 18% lose money and stop playing.

Monthly Investment 

According to the report, 18% invest up to R$ 30, and 17% invest between R$ 31 and R$ 50. Not only that, but for those with a little extra cash, 9% invest between R$ 51 and R$ 70, 18% spend between R$ 71 and R$ 100, and 17% spend between R$ 101 and R$ 200. 9% of big spenders invest between R$ 201 and R$ 500, 10% spend more than R$ 501, and just 2% do not utilize real money and only wager with bonus or play money.

Pandemic 

More than half of survey respondents claim to have started betting on sports during the pandemic, with 59% betting for no more than 12 months, 13% betting for 12 to 18 months, and 28% betting for more than 18 months.

People continued to bet despite the threat of a pandemic. With more time on their hands, 27% of respondents increased the number of bets they placed. The pandemic has had no effect on 18% of them when it comes to betting. 22% of the most cautious chose lower-risk bets, and 21% reduced their betting stake.

Feelings of Gamblers

When placing a wager, these bettors can feel a variety of emotions: 51% are excited, 48% are confident, and 44% are nervous. When it comes to winning, 61% of bettors are happy, 52% are excited, 43% are lucky, and 21% are taking advantage of the opportunity to play more.

It’s a different scenario when it comes to losing, with 45% feeling annoyed, 37% sad, and 31% feeling unlucky. Not only that, when it comes to losing, 27% of bettors are angry, 22% play again to make up for what they lost, 20% don’t play for a while, and 20% are unmotivated.

Diversifying investment

When it came to the poll, the participants were asked how many gambling sites they belong to. With these questions, they discovered that 26% of Brazilians use one site, 33% use two sites, and 29% use three to five sites. Surprisingly, just 12% of Brazilians tend to utilize more than six websites.

Selecting a Favorite Betting Site

When it comes to selecting a favorite betting site, Brazilians ranked the most important elements in order of priority, with the first being payment speed. The second most important aspect is an incentive bonus (free bets). As we go further down the list, the third is a diverse variety of methods for transferring funds, deposits, and withdrawals. In terms of being less crucial, the fourth is listed as having the greatest game odds (quotes) and the fifth as having the most sports, games, and markets inside each game.

Discover more about sports betting sites’ social media rankings, with Sportsbetio continuing at the top of the scoreboard as the Big Brother Finale creates a stir on social media.

The value of favorable experience in attracting new gamblers

The thing that offers the greatest security and trust when registering an account on a sports betting site is the pleasant experience of friends, according to 54.2%. Friends who use or suggest sites for betting are trusted by 78%.

Other elements to consider include:

  • Sites with a secure connection certificate account for 54% of all visitors
  • Positive feedback from specialist websites (49%)
  • Partnerships with well-known and trusted firms account for 41% of the total (eg payment systems)
  • 41% – Possess a regulatory authority’s license
  • 36% – Support a well-known club, player, or sport
  • 28% when they watch brand advertising on television; 27% when they encounter brand advertising on sports websites
  • When consumers encounter brand advertising outside of the media, 21% say they are more likely to buy

Sports with the most bets

Sports betting is extremely popular, but which sports are the most popular? Each respondent in this informative poll picked an average of four sports. Football was the most bet on by 81% of these respondents, followed by basketball (33%), and surprisingly esports (29%). This is not the end of the list; 26% gambled the most on Poker, 23% on MMA, 24% on Volley Ball, 21% on Horse Racing, 21% on Boxing, 21% on American Football, and 10% on Tennis.

How do they learn about sports content in order to place bets?

With so many methods to learn about sports betting, this survey focuses on how respondents determine what sports content to bet on. According to the poll, 56% of respondents watch sports TV shows, 40% utilize social media groups, and 36% use Industry Specialists. This is not all; 32% utilize consultancy data and reports, 32% are influenced by friends and family, and 30% obtain knowledge from influencers.

Channels for monitoring

It is determined in this study which channels monitor the broadcasts of the events that they wager on in real-time. With this in mind betting sites account for 63%, social networks for 52%, and pay-TV channels account for 52%. Furthermore, according to the survey, YouTube Channels are responsible for 48% of it, while Open TV channels are responsible for 46%.

Selecting a Modality

In terms of modalities, the poll found that 60% of people bet on sports they enjoy watching. With this survey 47% use modalities they are familiar with, 47% on quotations and odds of winning, and 37% on modalities that give a lot of statistical analysis. The ODD quotation is one of the three major determinants of which sport to wager on. For 67% of respondents, team success affects their inclination to wager and/or how often they bet.

Punter vs Trader

Kind of bettor:

  • 20% – Punter
  • 19% – Trader
  • 38% – Both
  • 24% – Don’t know

Improve the experience

Working with players who are unsure of which modality to invest in may be a rewarding experience. According to the survey, 44% of respondents would appreciate a tutorial on how to place sports bets for novices.

The following are the most common sorts of bets:

  • 55% – Simple bets (You place a bet on an outcome, and if your prediction is accurate, you win.)
  • 42% – Multiple bet (Betting on two or more outcomes, such as two distinct basketball games). Multiple bets pay only if the outcome of all your choices is right.)
  • 36% – Double chance (You select two of the three potential outcomes (win, lose, or draw) – this enhances your odds of winning but decreases your profit if you hit)

Advertising’s Influence

With advertising being so important, it was discovered that the key platforms that influenced someone’s decision to bet began with 64% being influenced by the internet, 54% on Social Networks, 48% through Pay-TV, and 47% through Open TV. Not only that, but 16% were affected by newspapers, 16% by foreign media, 16% by magazines, and 13% by radio. Overall, 85% agree or strongly agree that well-known websites are more trustworthy. And 72% want to see the company actively involved in advertising.

With regard to advertising, 71% of respondents say that when they encounter advertising for a betting site they are unfamiliar with, they want to learn more. However, 67% of respondents were influenced by betting site advertising, which might drive users to wager or visit the site. Furthermore, 61% feel compelled to gamble when they are influenced by some advertising. Only 57% believe television advertising has a considerable influence, and 51% say they began betting after being influenced by advertising.

Increasing the stakes

What motivates bettors to expand their online sports betting? According to the results of this poll, 57% of respondents are motivated by special bonus/cashback payments. While 44% had access to more extensive analyses. This is not all; 44% were inspired by a simpler payment method, and 44% were motivated by a simpler site to explore and bet on. Surprisingly, just 9.8% stated they would almost certainly increase the number of bets.

How can the experience be improved?

Betting should be a fun experience, but what might make it even more so? According to the results of the study, 53% would have a better experience if winners were paid faster. 44% would want to see more live games, and 43% would like them to give updated statistics on all game styles. To improve the experience, even more, 35% agreed that technical analysis and comments should be performed after matches.

Authored by: Inteligência de Mercado Globo | Rafael Garey and Glauber Prado

Layout: Izabella Donafe, Roger Arruda and Daniel Frias

Edition: Tiago Lontra and Luiza Lourenço

Source: Gente – O mercado de apostas esportivas

Source: Games Magazine Brasil – Exclusive survey by Globo