EstrelaBet has announced Zé Roberto as a new columnist for the operator’s digital channels.
The operator’s strategy is expanding beyond sponsorship visibility and into thought leadership linked to sport and performance.
EstrelaBet confirmed that the former footballer will publish regular columns reflecting on lessons drawn from his sporting career, including preparation, focus, leadership and mental resilience.
Roberto will also discuss how those principles apply in professional and personal environments outside football. The player acknowledged the partnership saying: “Let’s go, EstrelaBet!”
Zé Roberto is widely regarded as one of Brazilian football’s most enduring figures, with a two-decade-long career.
He represented Brazil’s national team and played for clubs including Real Madrid, Bayern Munich, Bayer Leverkusen, Flamengo, Grêmio, Santos and Palmeiras, earning a reputation for longevity, tactical intelligence and physical discipline well into his late 30s.
“High performance doesn't depend on which jersey you wear, but on the attitude you adopt when facing challenges,” stated EstrelaBet.
“Whether in a decisive final or a strategic meeting, the fundamentals remain the same. Welcome to the column, Zé Roberto. Here, the conversation goes far beyond the game.”
Unlike traditional ambassador roles centered on promotional exposure, the columnist format positions the partnership around narrative and values rather than betting products.
The move follows EstrelaBet’s involvement in football-related media and sponsorship initiatives, including its backing of Kings Cup Brazil broadcasts on CazéTV, to increase brand presence within football-driven digital ecosystems.
Recent data also shows betting brands driving a sharp rise in shirt sponsorship deals across Brazilian clubs, underlining football’s continued marketing strategy with the betting sector.
Brazil’s betting boom has driven a 55% rise in football-related transactions in 2025, with tax revenues from the sector reaching $2.5bn
