Betnacional Activates Influencer Strategy to Boost Engagement Ahead of FIFA World Cup
The initiative forms part of the “Bota essa paixão pra jogo” (“Put that passion into play”) campaign, aiming to connect the betting experience with real-time fan interactions
Betnacional, a brand under Flutter Entertainment’s Brazilian division, has unveiled a new influencer-led marketing strategy designed to maximise engagement during the FIFA World Cup.
The initiative forms part of the “Bota essa paixão pra jogo” (“Put that passion into play”) campaign, aiming to connect the betting experience with real-time fan interactions. The strategy is also integrated with live broadcasts on CazéTV, blending match viewing with organic online engagement.
This approach reflects a broader shift in how sports content is consumed, moving beyond a single-screen experience towards dynamic, multi-platform interaction.
Content-Led Engagement Outpacing Traditional Advertising
Betnacional’s strategy is rooted in evolving audience behaviour. A 2026 study by Monks Brasil found that 77% of Brazilians view football as a core part of national identity.
More significantly for the betting sector, 55% of fans reported a stronger connection to peer-generated content than to traditional advertising—highlighting a growing preference for authenticity and relatability.
To capitalise on this trend, Betnacional has partnered with prominent creators including Bárbara Coelho, Matheus Gonzeand Carter Batista.
Alvaro Garcia, CMO of Flutter Brazil, said:
“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.”
Micro-Influencers Driving Community Connection
Alongside high-profile figures, the campaign places strong emphasis on micro-influencers, recognised for their closer ties to fan communities and ability to produce highly relatable content.
Additional creators involved include Tricolor Mochila, Yuli Ramon, Pedro Palestra, Amanda Orestes, Gabriel Abramovand Naty Potira.
Henrique Mendonça, Head of Social Media and PR at Flutter Brazil, explained: “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.”
Real-Time Interaction as a Competitive Edge
A key element of the campaign is its focus on real-time engagement, enabling Betnacional to respond instantly to key moments during matches.
From pre-match build-up to post-match analysis, the brand aims to remain continuously relevant by amplifying live moments across digital platforms, ensuring sustained interaction with audiences throughout the match lifecycle.
Strategic Implications for the Betting Industry
Betnacional’s campaign reflects a broader shift within the betting industry towards more interactive, content-driven engagement strategies.
The integration of both macro- and micro-influencers signals a move away from traditional advertising models, as brands look to build deeper, more authentic connections with audiences.
With the FIFA World Cup approaching, campaigns of this nature are expected to play a central role in customer acquisition and retention strategies. Betnacional’s approach demonstrates how cultural relevance, digital ecosystems, and influencer-led content can be combined to strengthen brand affinity in an increasingly competitive market.
