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Superbet abandons traditional betting industry communications and adopts a much wider, more emotive entertainment storyline. As the first 100% regulated betting platform in Brazil and a global player in entertainment technologies, it unveils its first big campaign linked with the sponsorship of Rio Carnival 2026 under the concept: “Superbet. You feel it when it’s super.”
This new brand platform signals the strategic direction of Superbet in the Brazilian market, focusing less on transactional messaging and more on shared experiences, emotion, and cultural presence.
A Campaign Built Around Experience, Not Promotion
The campaign kicked off with out-of-home media on February 7 and grew further on February 9 into open TV, digital platforms, and branded content. At the center of this story is Nicole Bahls and Cafu, who play the role of the brand’s “King and Queen“, becoming creators and interactive ambassadors throughout the activation.
According to the traditional and imposing communication of the category, “We are going to give protagonism back to the audience through a creative media strategy that promotes interactivity. The first phase of this project has Carnival as its grand stage“, says Patrícia Prates, Superbet Marketing Director. “Being super is feeling the thrill of a challenge and the vibration of these moments. That’s what Superbet builds and is what we bring with our new brand platform: experiences that turn into real sensations“, she adds.
A Split Narrative That Extends Across Channels
This is a two-part first film. Nicole Bahls and Cafu are standing on opposite sides of the Superbet VIP lounge at Sapucaí, scanning the crowd till they both spot the waiter holding a tray with the last canapé. What follows is almost like the game “Last One Standing” in an almost teasing “challenge“, as they make their way through the crowd to get to the waiter and the last shrimp canapé.
Storytelling breaks into less-standard formats in that the narrative has been fragmented throughout media channels, revealing the outcome. It allows the audience to engage via the social competition #TeamCafu and #TeamNicole. The second film, “The Result“, shows who reached the waiter first on February 14. From February 18 until February 28, the full version that combines challenge and outcome is broadcast on TV and digital platforms.
According to him, “We are building a long-term, legitimate, and responsible strategy, with visibility that makes the brand differentiate itself in such a competitive category and places us among the major sponsors of the Brazilian entertainment and cultural scene.”
Carnival as a Brand Platform
Superbet’s presence at the Rio Carnival 2026 goes beyond anything an ad might look like. The campaign would be part of an integrated 360-degree plan that tied together culture, technology, media, and entertainment.
In January, Superbet partnered with LIESA to create the Superbateria, officially recognized by GUINNESS WORLD RECORDS™ as the largest samba drum ensemble in the world, bringing together 1,243 percussionists from all Special Group samba schools, led by their masters and featuring Neguinho da Beija-Flor performing historic samba anthems.
During the Carnival week, Nicole and Cafu make a call for their followers to join their teams and interact with interactive content. On February 17, during the broadcast on Globo, there will be a special segment: Milton Cunha and Nicole Bahls will customize, live for one minute, Carnival outfits; the best will be chosen through a social network vote.
Interactive OOH and Urban Games
Out-of-home media in Rio de Janeiro and São Paulo also become interactive. Urban installations invite revelers to take part in some playful “games” with prompts, such as: “Rainbow Game. Put glitter on someone in the bloco“, complemented by other ones like “Gogó Game“, “Pharaoh Game“, “Rainbow Game“, “Pepper Game“, and “Lost Game.”
The concept was produced by GUT São Paulo: “This dynamic takes media beyond volume, into a methodology where media, creativity, strategy, and data meet and work together“, says Rainor Marinho, Executive Creative Director at GUT São Paulo. Produced by Saigon and directed by the duo Dois, formed by Pedro Pereira and João Dornelas, the films reinforce Superbet’s attempt to position itself not just as a betting platform but as an entertainment brand inserted in the Brazilian cultural calendar. Through this campaign, Superbet transforms Carnival into more than sponsorship; it becomes a living, interactive extension of its brand.
Source: BNL Data
