Esportiva Bet Appoints Soccer Legend Edmilson as Ambassador
Sports betting operator Esportiva Bet has signed Brazilian soccer legend José Edmílson Gomes de Moraes, as its latest brand ambassador.
LISTEN TO THIS ARTICLE:Edmílson, a retired defender, is celebrated for the role he played in helping Brazil win the 2002 FIFA World Cup. As the new face of Esportiva Bet, the 49-year-old former Barcelona and Lyon player will represent the company's focus on reliability and sports heritage in a market where betting firms increasingly align with national soccer figures.
Edmílson boasts a career spanning top European leagues and Brazilian clubs. He won league titles with Lyon in France, and lifted both La Liga and the UEFA Champions League trophies in 2006 with Barcelona. Back home, stints with São Paulo, Palmeiras, and others rounded out a professional path marked by consistency and team success. Now, through his involvement with Barça Legends, he stays connected to the game, playing exhibition matches that draw crowds nostalgic for his prime.
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Building Ties Through Sports
The deal aligns with Esportiva Bet's recent efforts to embed itself in Brazilian soccer culture. The company is the master sponsor for the Jogo das Estrelas, a charitable exhibition match set for November 22 at Estádio Rei Pelé in Maceió. The event, featuring ex-player Adriano "Imperador" and other veterans, will collect food donations for local families and social groups.
For nearly two decades, Edmílson has run the Fundação Edmílson, a nonprofit that has supported over 6,000 young people with education, sports, and cultural programs in underserved areas. This side of his life adds depth to the partnership, showing how betting brands are turning to athletes who give back.
A Pattern in Brazil's Sports Betting Growth
Edmílson's move comes as Brazilian operators lean on soccer icons to connect with fans. Earlier this year, Betnacional brought on coach Renato Gaúcho to highlight its roots in national sports. Meanwhile, Betano, sponsor of Flamengo, recently bid 200 million Brazilian reais ($34.8 million) to take over Corinthians' shirt and stadium naming rights from Esportes da Sorte, signaling fierce competition for visibility.
These alliances reflect a maturing market where betting revenue ties closely to soccer's popularity. As the sector evolves, such partnerships quietly shape how Brazilians view sports and gambling side by side.
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