Brazilian broadcaster Band has launched a commercial repositioning of Jogo Aberto (“Open Game”), one of the country’s most recognizable daytime sports programs, by integrating operator Novibet into the show’s branding.
The naming rights agreement changes the program’s name to Jogo Aberto Novibet and reflects a growing convergence between sports and betting brands, particularly in football-centric markets such as Brazil.
Airing live on free-to-air television, Jogo Aberto is a daily sports debate program centered on Brazilian football, blending analysis, commentary, humor and fan interaction.
The show has been on air for more than a decade and is known for its informal tone and presenter-led format.
The repositioning marked the return of host Renata Fan from vacation.
Under the new agreement, Fan not only continues as the program’s anchor but also assumes the role of Novibet ambassador in Brazil, formalizing a closer alignment between editorial presence and commercial partnership.
The program’s new phase includes updates to set design, color palette and on-screen graphics, alongside a refreshed pace aimed at boosting audience engagement across platforms.
Speaking during the relaunch, Fan highlighted the program’s emphasis on credibility and differentiated debate, noting that the format extends beyond football to include wider sports discussions, interactive segments and fan-driven commentary.
“The program, combined with the delivery of something unique, directly benefits the audience,” she said.
Carlos Freitas, executive at Novibet Brazil, said the partnership strengthens the operator’s connection with local audiences by associating the brand with a program deeply embedded in Brazil’s football culture.
"The partnership has a strategic character and increases the genuine connection we have built with the consumer," he added.
Brazil’s President has recently criticized the growing visibility of betting brands across media and sport
