Betano: Hate It Till We Make It

Shortlist Award

Hate It Till We Make It

Betano

Brazil

2025

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Entrant Company

Wieden + Kennedy SP

Entry Type

Product/Service

Program

Clio Sports 2025

Medium Type

Professional

Medium

Innovation

Category

Sports Betting

Betano renamed Brazil’s biggest football competition to Brasileirão Betano with a campaign of just two words: “Brasileirão. Betano.” Literally repeating the sponsorship name. Loved at first and hated after months on air, the ad sparked massive backlash. Instead of pulling it, Betano embraced the hate with “Hate It Till We Make It,” answering critics with tailor-made video and personalized content. Backlash turned into hype, and haters became fans, making Brasileirão Betano one of the most talked-about sponsorships in Brazilian football.

All 2025 Winners

Credits

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