Betano has announced changes to its leadership structure in Brazil, reinforcing its institutional and marketing operations.
Guilherme Figueiredo has been appointed to lead the operator’s institutional relations in Brazil.
In the role, he will oversee engagement with government officials, regulators, civil society organizations and opinion leaders, with a mandate focused on regulatory dialogue and the promotion of responsible betting practices aligned with Brazil’s evolving legal framework.
"Our focus is to contribute to an increasingly responsible and transparent regulatory environment, in line with industry best practices," Figueiredo said.
The appointment comes as operators increasingly invest in institutional presence following the implementation of Brazil’s betting regulation, which has intensified scrutiny around compliance, advertising standards and consumer protection.
On the marketing side, Arthur Niggemann has been named head of marketing for Brazil.
Previously serving as senior marketing manager for the Americas, Niggemann will now lead the brand’s strategic initiatives in the country, including large-scale sponsorships and mass-audience campaigns.
His remit includes overseeing Betano’s first year as a sponsor of Big Brother Brasil, one of the country’s most-watched television programs and its biggest reality show, as well as ongoing sports partnerships.
Betano remains the naming-rights sponsor of the Brasileirão, the biggest national championship, which officially kicked off its 2026 season this week.
Niggemann said the company’s new phase in Brazil involves expanding beyond traditional sports marketing to engage broader audiences.
"These initiatives reinforce our commitment to responsible action and to building a solid and trustworthy brand in Brazil," he said.
Betano has renewed its partnership with the Campeonato Paulista for the 2026 season and continues to invest heavily in football-related exposure, even as some operators reassess sponsorship strategies in response to regulatory and commercial pressures.
By strengthening both its institutional and marketing leadership locally, Betano signals an effort to balance regulatory engagement with brand growth in one of the world’s fastest-expanding betting markets.
Betano and Sportingbet are competing head-to-head for a major football shirt sponsorship with Santos Football Club
