Betnacional is expanding its marketing strategy by integrating a network of digital creators into its activation around a major international football tournament.
The operator, part of Flutter Brazil, has introduced a squad of creators to support its ongoing communication campaign, “Get your passion in the game.”
The initiative brings together a mix of established media personalities and digital-native creators, aiming to connect match broadcasts with real-time social media interaction.
Rather than focusing solely on traditional advertising formats, the company is leveraging creators to produce commentary, reactions and behind-the-scenes content across platforms.
According to internal research mentioned by the company, fan behavior is increasingly shaped by peer-generated content.
In this context, Betnacional’s approach seeks to embed the brand within existing fan conversations rather than interrupt them.
The inclusion of creators linked to specific supporter communities further reinforces this positioning, with content produced both in stadium environments and across digital channels.
“This squad is born within the communities themselves, with profiles that already live and breathe football on a daily basis and translate that into content as it all happens," said Henrique Mendonça, Head of Social Media, Influencers & PR at Flutter Brazil.
“The idea is to keep up with this rhythm, using different formats and languages, so that the brand's presence happens more organically within the conversations, with profiles always complementing each other.”
Recent partnerships and sponsorships, including Betnacional’s agreement to become main sponsor of Athletic Club-MG, show ongoing investment in football as a primary channel for brand exposure.
“By bringing creators into this construction, we broaden the way we look at the game, with different perspectives that help the brand participate more meaningfully in the conversations that already exist among fans,” says Alvaro Garcia, CMO of Flutter Brazil.
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