When Betano became the naming sponsor of Brazil’s biggest football league, we did the simplest possible thing: we repeated the name. “Brasileirão. Betano.” It was instantly recognizable… and, after months on air, it also became instantly annoying to a lot of fans. The backlash got loud.
Instead of pulling the campaign, we flipped the tension into the idea. “Hate It Till We Make It” embraced the hate head-on, replying to critics with tailored videos and personalized content—turning complaints into conversation and pushing the sponsorship into culture, not just media.
What we did:
- Owned the backlash instead of hiding from it
- Answered real critics with custom responses (video and social content built around what people were actually saying)
- Kept the sponsorship line alive by letting the audience “write” the next chapter through their reactions
By treating hate as fuel (not a threat), backlash turned into hype—and “Brasileirão Betano” became one of the most talked-about sponsorships in Brazilian football.
AWARDS & RECOGNITION:
Clio Sports:
1 Gold (Sports Betting | Fan Engagement)
1 Silver (Sports Betting | Other)
1 Bronze (Direct | Social Media)
1 Shortlist (Innovation | Sports Betting)
PR:
Agency: Wieden+Kennedy São Paulo
Brand: Betano
Role: Content Director
CAROL TEIXEIRA | WORK 