Betano has rolled out a new fan engagement activation with Flamengo, bringing a physically interactive campaign to the club’s Gávea headquarters as part of its ongoing sponsorship strategy in Brazil.
The activation, titled “The World's Heaviest Cloak,” features a wooden sculpture weighing over 100kg, designed to represent the symbolic “weight of the shirt” associated with Flamengo’s legacy.
Installed at the club’s official store, the experience challenges fans to lift the structure at least 10cm off the ground, with the first 20 successful participants receiving an official 2026 Flamengo shirt.
According to Betano, the activation aims to translate a cultural football concept into a tangible, shareable experience for supporters.
"With gamification mechanics and a prize for whoever manages to lift the sculpture, we created an experience that allows the fan to feel and interact with the Flamengo passion," explains Fabio Ritter, Senior Sponsorships Activation Manager at Betano.
"This action reflects the pride we have in our history and playfully celebrates the Flamengo DNA. We are happy to welcome the Nation to our home for this unique experience," highlighted Marcelo Rocha, Flamengo's Product and Apparel Manager.
Developed by artist Cainã Gartner, known for producing high-end sports-related pieces, the installation also reinforces the premium positioning often associated with club partnerships and sponsorship-driven campaigns.
Beyond the activation itself, the initiative comes at a time of increasing regulatory uncertainty around betting sponsorships in Brazilian sport.
Industry stakeholders have raised concerns about potential restrictions on advertising, particularly in football, where betting brands currently hold a significant share of sponsorship.
Despite this, Betano representatives have indicated that the sector is unlikely to withdraw from football altogether.
"Betting companies can't leave football because our core business is football and sports," reported Guilherme Figueiredo, Public Affairs Director at Betano Brazil.
Betano recently expanded its presence in Brazilian entertainment through branded activations on Big Brother Brasil
