In a bold move to dominate the digital conversation during the upcoming FIFA World Cup, Betnacional, a marquee brand under the Flutter Brazil umbrella, has unveiled a sophisticated influencer marketing offensive.
Titled “Bota essa paixão pra jogo” (“Put that passion into play”), the campaign is engineered to weave the betting experience into the real-time, organic interactions of the Brazilian fan base.
The Shift Toward Authentic, Peer-Led Content
The strategy is rooted in a 2026 study by Monks Brasil, which found that while 77% of Brazilians view football as a core pillar of national identity, a significant 55% of fans feel a stronger affinity toward content generated by their peers rather than traditional advertising. To capitalize on this, Betnacional has moved beyond static ads, focusing instead on relatable storytelling.
The campaign features a heavy-hitting roster of sports and entertainment creators, including Bárbara Coelho, Matheus Gonze, and Carter Batista. By integrating these voices into live broadcasts on CazéTV, the brand aims to unite the viewing experience with organic online dialogue.
Alvaro Garcia, CMO of Flutter Brazil, explained the vision:
“By bringing creators into this process, we expand the way we look at the game, with different perspectives that help the brand participate more meaningfully in conversations that already exist among fans”.
Leveraging Micro-Influencers for Community Depth
Beyond major stars, the campaign relies heavily on micro-influencers like Tricolor Mochila and Pedro Palestra to drive engagement within specific fan communities. This multi-layered approach ensures that Betnacional remains a constant, organic presence from pre-match build-up to post-match analysis.
Henrique Mendonça, Head of Social Media and PR at Flutter Brazil, added:
“The idea is to follow this pace, with different formats and languages, so that the brand’s presence happens more organically within conversations, with profiles always complementing each other”.
