BetEsporte launches campaign with soccer stars Zico and Vampeta

BetEsporte has launched a new national campaign titled “O Brasil é BetEsporte,” (“Brazil is BetEsporte”) led by former soccer stars Zico and Vampeta, both ambassadors of the Brazilian operator. 

The initiative positions cultural familiarity as the brand’s differentiator, particularly as the country’s market continues to be populated by international companies competing for visibility ahead of the 2026 World Cup.

The narrative builds on everyday elements recognizable to Brazilian audiences, using humour and soccer culture to underscore the idea that a local operator understands its consumers more intuitively than foreign competitors. 

Set on a sunny beach, the commercial features Zico and Vampeta speaking casually at the shoreline.

The ad introduces a foreign street vendor with a strong British accent attempting to sell products with little understanding of local expressions. 

Shortly afterward, a second vendor appears, this time portrayed as Greek, but again disconnected from the setting and cultural context. 

Both interactions highlight a contrast between external approaches and Brazilian habits, language and humour.

“This campaign reinforces the courage, authenticity and identity of the company,” said Danilo Melo, BetEsporte’s Marketing Director.

“In a competitive market full of foreign companies, we want to show that nobody understands Brazilians better than Brazilians themselves.”

The slogan “Brazil is BetEsporte” will appear across social media, TV broadcasts, streaming platforms and LED boards during the Brazilian Championship. 

The company’s latest release follows an October responsible gambling campaign with Vampeta, which the teaser video led audiences to believe he was recreating a well-known 1999 photo shoot, only to reveal a message on the importance of responsible betting.

David Thompson

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