Flutter Brazil has joined the Brazilian Advertisers Association (ABA), becoming the first representative from the online betting sector to join the organization.
The company, which operates the Betnacional and Betfair brands in Brazil, said the move reflects an effort to strengthen the dialogue between the rapidly expanding betting market and the country’s advertising ecosystem.
The membership comes at a time when discussions around gambling regulation and responsible communication practices are gaining momentum in Brazil.
By joining the association, Flutter Brazil aims to contribute to the development of clearer standards for advertising in the betting sector while participating in broader industry conversations around governance, transparency and responsible marketing.
For the company, the initiative also represents an opportunity to align the betting industry with communication practices already established among major advertisers, particularly in areas such as ethics, self-regulation and responsible engagement with consumers.
“Being the first company in the online betting sector to join the association is a strategic decision and a public commitment to the evolution of communication in our industry,” said Alvaro Garcia, CMO of Flutter Brazil.
“We want to contribute the international experience of the Flutter group and our market intelligence to foster a qualified debate on responsible advertising in Brazil, always considering the cultural context and the specificities of the Brazilian public.”
Founded more than six decades ago, the ABA represents over 1,400 brands across 18 sectors of the Brazilian economy and works to promote best practices in advertising and strengthen relationships between advertisers, agencies and media organizations.
“The arrival of a representative from the betting industry broadens the dialogue with major advertisers in the country and strengthens initiatives aimed at improving the guidelines that govern commercial communication in Brazil,” said Sandra Martinelli, CEO of the ABA.
Betnacional recently launched a marketing campaign centered around Brazilian football as part of its brand positioning in the country’s sports culture
