Sportingbet Launches New Positioning in Campaign Created by DPZ

April 3, 2024

The sports betting platform Sportingbet unveiled its new brand on Sunday (31), with the concept “Enter the game confidently.” The campaign, which will be multi-platform and feature activations in the country’s major championships, includes films for both open and closed TV, radio pieces, out-of-home media, and influencer marketing activations. This launch not only represents a new positioning for Sportingbet but also marks a significant milestone for the company in Brazil. With over 25 years of global experience, publicly traded since 2001 in London, and present in more than 26 countries, Sportingbet is globally recognized as a brand of trust and excellence in the sports betting market.

Antonio Forjaz, country manager of Sportingbet in Brazil, highlights the strategic importance of this new moment for the company. “We are experiencing a historic moment for our brand in Brazil. We want to demonstrate that we are a reliable brand, associated by our customers with fun, innovation, and an excellent user experience,” says Forjaz.

The campaign was developed in collaboration with DPZ, an agency of the Publicis Groupe, combining creativity and strategy. The distinctive gesture of “Bater no peito” (Hitting the chest), used in the pieces, reflects the determination and confidence of bettors and sports fans who choose Sportingbet. This movement is inspired by the spirit of confidence that permeates both sports and the brand itself.

BJ, CEO of DPZ, emphasizes the solidity of the concept and the reliability of the Sportingbet brand. “We believe in building the brand’s positioning on solid foundations, reflecting the credibility and seriousness that Sportingbet possesses globally,” commented BJ. “Entering the game confidently is not just an expression but reflects the trust that people have in Sportingbet, a company that is established and respected worldwide,” added the executive.

In addition to the campaign, this movement marks a new strategic positioning for Sportingbet, including changes in the logo, visual identity, tone of voice, and a new concept that reflects modernity and reliability. The debut of the campaign during the first game of the state championships’ finals highlights the importance of this moment for the Brazilian football season, marking the beginning of a new era where confidence, innovation, and passion for sports converge.