Table of Contents
Fan Behavior as the Creative Foundation
The platform was designed around a cultural reading of how Brazilians relate to football — defined by emotional intensity, active participation, and a distinct way of experiencing fan support. That understanding forms the backbone of the campaign’s creative direction, which runs across multiple formats and channels during a period of significant global football attention.
Data from the CBF (2025) underscores the sport’s daily relevance in Brazil: 47% of Brazilians watch at least one match per week. Internal Betnacional research adds a behavioral layer specific to bettors — 60% of sports bettors place wagers three or more times a week, a figure that rises to 69% among those who combine sports betting with casino or other formats. Both datasets informed the strategic and creative decisions behind the campaign.
Humor, Culture, and Brand Identity
The campaign takes a humorous tone to capture the ubiquity of football in Brazilian daily life — the idea that any topic, no matter how unrelated, eventually circles back to the sport. That cultural observation serves as the platform’s creative thread, connecting different formats, storytelling styles, and brand touchpoints throughout the semester.
“Creatively, the platform functions as fertile ground for building narratives. It allows for the exploration of different formats and languages, always starting from the real behavior of the fan. It’s creativity transforming culture into brand expression, with identity and consistency.”
— Ricardo Schreier, Head of Brand Creative & Insights at Flutter Brazil“Betnacional is the betting site of Brazilians. Based on this, we created a new concept that explores a striking trait of our people: the passion for sports. In the campaign, we used a humorous tone to show that this passion of Brazilians is so intense that any subject, no matter how different, can always end up being about football.”
— Mário Cintra, Creative Director, Galeria.ag
Galeria.ag’s First Campaign as Lead Agency
“Put that passion into play” is the first major production signed by Galeria.ag since taking on the lead agency role for both Betnacional and Betfair in Brazil. The agency’s appointment came at the end of 2025 and is part of an integrated structure combining planning, market intelligence, and creative execution under Flutter Brazil.
Production was handled by Prodigal Films, with scene direction by André Godoi.
About Flutter Brazil
Flutter Brazil is one of the largest sports betting ecosystems in the country, formed through the merger of NSX Brasil — the Brazilian company behind Betnacional — and Flutter Entertainment, the global operator and owner of Betfair. Betnacional has been licensed to operate fixed-odds betting in Brazil since January 2025, under Ordinance SPA/MF No. 2,092/24.
Source: iGaming Brazil
