Betano and “Loco” Abreu team up to promote responsible gambling across Latin America

The campaign, launched in Brazil and expanding to six other countries, reframes Sebastián Abreu’s iconic nickname to highlight the importance of control, limits and fun in sports betting.

Betano has launched a campaign in collaboration with Uruguayan footballer Sebastián Abreu, popularly known as “Loco,” Spanish for “crazy,” with a focus on promoting responsible gambling.

The campaign, launched initially in Brazil, plays on Abreu’s nickname, giving it a new twist: he now takes on the role of “El Responsável” (The Responsible One) as Betano’s ambassador for responsible gambling.

The initiative aims to shift the perception of gaming by promoting it as a form of entertainment rather than a means of financial gain.

Built around the phrase “Não mete o Loco” (“Don’t go crazy”), a nod to Abreu’s iconic sports persona, the campaign debuts with a lively 60-second film featuring the former player. 

Speaking in his trademark portunhol, a mix of Portuguese and Spanish, and using familiar slang, he encourages football fans to recognize the importance of setting limits, staying in control and taking regular breaks while betting.

Good to know: Betano was recently named the official sponsor of CONMEBOL Women’s Copa América 2025

Arthur Niggemann, Senior Marketing Manager for the Americas at Betano, said: “We brought a light and relaxed approach that will capture our audience’s attention to discuss a serious topic that Betano has been committed to since the beginning of its operations: responsible gaming.”

In addition to Brazil, the campaign will be aired in Peru, Mexico, Chile, Colombia, Ecuador and Argentina.

Niggeman further explains: “In the next phases, the focus will be on educating the public more directly, with materials such as guides or step-by-step instructions for betting safely, reinforcing self-control and self-confidence as pillars of a conscious and responsible experience in the betting world.”

The campaign includes football broadcast ads, stadium billboards and social media content, supported by Adriane Galisteu and Felipe Massa. Betano also launched a public website with educational resources on responsible gambling.

Carlos Mendez

Writer

Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

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