Brazil Sportsbook Taps Soccer Star as Ambassador, Betting Faces Intense Scrutiny

Posted on: August 31, 2022, 10:51h. 

Last updated on: September 1, 2022, 03:44h.

Erik Gibbs Read More
Expertise: Asia Pacific Gaming, Gaming Business, Global Gaming.

Brazilian sportsbook and gaming operator Dollar.Bet hopes adding a familiar face to its ranks will give it a leg up on the competition. It’s tapped former soccer star Márcio Amoroso as its newest ambassador.

Marcio Amoroso playing for Borussia Dortmund
Marcio Amoroso playing for Borussia Dortmund. The retired soccer star is the new ambassador of sportsbook Dollar.Bet in Brazil. (Image: Transfermarkt)

Adding someone with star power as an ambassador is one of the primary methods sportsbooks and gaming operators use to gain attention. For example, BetMGM has A.J. Andrews, Wayne Gretzky, Marshawn Lynch, and others. Betcris has Ronaldinho and Natalia Guitler, both popular Brazilian athletes.

Dollar.Bet is counting on Amoroso’s star power in Brazil to set it apart from other sportsbooks. Valid for one year, the partnership allows the company to use Amoroso’s image in advertising campaigns for the company, his presence at events, and his participation in posts on the brand’s social networks.

The deal also requires Amoroso to post on his social networks about Dollar Bet. On Twitter, he has about 42K followers.

Marcio Francisco Campos Cavalcante, Dollar.Bet’s partner/owner is ready to kick the company into high gear. He stated that Amoroso will be a key component of its marketing strategy as Dollar.Bet expands in the country.

All-Star Stats

Amoroso played for local and international teams during his 25-year career. From 1995-2003, he had 19 appearances with the Brazilian national team, during which he landed nine goals. In 392 games for various clubs throughout his career, the forward amassed a total of 162 goals.

The 48-year-old achieved several accomplishments, including top scorer in several competitions. His name still resonates in different leagues, including Brasileirão, Italy’s Serie A, Bundesliga, and FIFA.

Betting Relationships Under Fire

Having a sports figure as an ambassador of a sportsbook or gaming company is one thing and doesn’t often lead to much controversy. However, the relationship between sports entities and sportsbooks is entirely different. That relationship is now on trial in Brazil.

All 20 soccer clubs in Brazil’s Serie A have relationships with sports-betting entities even though the country still hasn’t pulled the trigger on legalized sports betting. The earliest any regulated market will arrive is Dec. 13. This has confused some within Brazil’s government. If the activity isn’t yet legal and no regulated market exists, they don’t understand how sports entities can form partnerships with sports betting companies.

As a result, Brazil’s Ministry of Justice will try to answer that question with the help of the clubs. It’s already contacted 54 different sports clubs and leagues, ordering them to submit their partnership contracts.

Prompting the investigation was a review by Brazil’s National Consumer Secretariat, part of the Ministry of Justice. It believes these partnerships have come about outside of the country, which it says would violate existing laws.

Among the entities, the Ministry of Justice highlighted are the soccer clubs Atlético Mineiro, Fluminense, São Paulo, and Santos. In addition, it’s investigating media giant Rede Globo, which has broadcast partnerships with Pixbet and Betnacional. The entities who received a notice have until September 9 to respond.