Betting brands run and rise: inclusion and wellbeing take center stage
From Brazil to the Czech Republic, Esportes da Sorte (EGB) and Betano show that the betting sector’s growing presence in sport is expanding beyond sponsorship.
Two very different initiatives have drawn attention to how operators are broadening their image through sports-related projects.
In Recife, in the northeast of Brazil, EGB took part in the race “II Corrida do Centenário”, an event that gathered thousands to celebrate physical activity and local culture.
The company’s employees joined the race, in what the organizer described as an example of how corporate groups can encourage healthier lifestyles within their own teams.
Statements from participants highlighted the personal benefits of such involvement but also raised discussion about the sector’s attempt to reposition itself through social participation.
“It’s really great to see the company supporting sports. This motivates us to take better care of our health and maintain a balanced routine. The race was an incredible experience,” said one of the participants.
Marcela Campos, EGB’s Vice President, said: “Sport is a powerful tool for transformation. When we encourage our employees to participate in activities like this, we are taking care of their health and strengthening team culture, the sense of belonging and pride in being part of the EGB Group.”
Meanwhile, in Europe, Betano has been linked to accessibility upgrades at Sparta Prague’s EPET Arena, which recently received an international certification recognizing improvements for disabled supporters.
The initiative included physical adjustments and services such as sign-language interpretation. Betano also donated CZK500,000 ($23,791) to the cause.
Both cases point to a broader movement within the global betting industry: a shift from pure marketing exposure to initiatives framed around inclusion and responsibility.
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