Superbet's new campaign breaks away from the ordinary and brings back the feeling of real entertainment for the public.

Bets I 10.02.26

By: Magno José

Superbet's new campaign breaks from the norm and brings back the feeling of real entertainment to the public. — Going against the market trend, the brand transforms Carnival into a stage for creative media and cultural experiences, presenting a new platform and new films for TV and OOH media, with a new concept: “Superbet. You feel it when you're Super” (Disclosure: Superbet | GUT)

Superbet, the first regulated platform in Brazil and one of the global leaders in entertainment, launches its first major campaign alongside its sponsorship of Rio Carnival 2026. Under the new concept, 'Superbet. You feel it when it's super.', the new campaign shows that we can have fun in many different everyday situations. The brand presents its new brand platform, legitimizing a new strategic chapter in the country.

The campaign began on Saturday (07/02) in OOH media and, on Monday (09/02), on open TV, digital and content. The brand launches the first film divided into two moments starring Nicole Bahls and Cafu, who also arrive as creators of the campaign and assume the role of King and Queen of the brand, with interactive activations with the public, on the street and in Sapucaí.

“ We are going to break with the traditional, imposing communication of the category to return the spotlight to the public through a creative media strategy that promotes interactivity. Carnival is the grand stage for the first phase of this project,” comments Patrícia Prates, Marketing Director of Superbet. “Being super is about feeling the emotion of a challenge and the excitement of those moments. That's what Superbet builds and what we bring with our new brand platform: experiences that transform into real sensations,” adds Patrícia.

In the first part of the campaign, Nicole Bahls and Cafu are on opposite sides of the Superbet VIP box at the Sapucaí Sambadrome. They both look over the crowd as if searching for something, and simultaneously spot a waiter on the other side of the hall holding a tray with one last canapé. From there begins a "game" similar to "Last One Standing," until one of them reaches the waiter and the last shrimp canapé. Watch it here.

This campaign breaks the mold by slicing the narrative, allowing the suspense of the challenge to come to life on other channels before the final chapter through the #TeamCafu and #TeamNicole competition. The second film, "The Result," shows who reached the waiter first and will be revealed on February 14th. Then, on February 18th, the complete film that combines the challenge with the result will air until February 28th on TV and digital platforms.

“We are building a long-term, legitimate and responsible strategy, with visibility that distinguishes the brand within such a competitive category and positions us among the major sponsors in the entertainment and culture scene in Brazil,” says Patrícia Prates.

The idea that entertainment is everywhere emerges as a creative media strategy, conceived by GUT São Paulo, which debuts as the brand's creative and strategic agency. "This dynamic places media beyond volume, a methodology where media, creativity, strategy, and data meet and work together," comments Rainor Marinho, Executive Creative Director of GUT. The films were produced by Saigon, with scene direction by the duo Dois (Pedro Pereira and João Dornelas).

RIO CARNIVAL 2026 ACTIVATIONS

The campaign launch is part of a robust plan for Superbet's presence at Rio Carnival 2026. The brand is doubling its efforts at the event and consolidating Carnival as a true brand platform, integrating culture, technology, media, and entertainment.

The first major milestone occurred in January with the Superbateria event, in partnership with LIESA, officially recognized by GUINNESS WORLD RECORDS™ as the largest samba drum section in the world. The event brought together 1.243 drummers from all the schools in the Special Group, under the direction of the masters, with Neguinho da Beija-Flor performing historic samba songs.

Further energizing Carnival week, Nicole and Cafu are mobilizing their followers to join their teams, cheer them on, and place bets on their social media, creating an interactive digital movement. On the 17th, a super segment with Milton Cunha will air during Globo's broadcast: alongside Nicole Bahls, the duo will spend one minute customizing abadás (Carnival shirts) for the Superbet VIP area. The audience will choose the best abadá by voting on the brand's social media.

Out-of-home advertising in Rio de Janeiro and São Paulo will also be part of Superbet's 360 campaign. Street furniture will feature games to interact with revelers, with messages such as "Rainbow Game. Throw glitter on someone in the parade" and others like the "Gogó Game," "Pharaoh Game," "Rainbow Game," "Pepper Game," and "Lost Game." The 360 campaign marks Superbet's legitimization in the 2026 Carnival.

About Superbet

Superbet Group is a technology and entertainment company founded in 2008 in Romania, with the mission of providing entertainment in sports and gaming. Present in 12 countries, Superbet has operated in Brazil since 2023, being the first to obtain a federal license to operate in a fully regulated manner. A main sponsor of clubs such as São Paulo FC and Fluminense, it adopts responsible gaming practices and is a leader in compliance and best practices, being a member of the International Betting Integrity Association (IBIA), a non-profit trade body that represents the interests in the integrity of the largest licensed online betting companies and operators in the world.