LORETA CAPORRINO Head of Brand & Creative BetMGM Brasil


Visibility alone does not build a brand. What builds a brand is consistency. At BetMGM, every sponsorship needs to be connected to our DNA: entertainment, energy, fun, and the Las Vegas–inspired experience – which is about spectacle, excitement, and memorable moments. When we enter a space, we are not only thinking about exposure, but about how to transform that moment into an experience.


Loreta, bold sponsorships can generate massive short-term visibility. How do you ensure those moments actually build long-term brand equity rather than just awareness spikes?


Visibility alone does not build a brand. What builds a brand is consistency. At BetMGM, every sponsorship needs to be connected to our DNA: entertainment, energy, fun, and the Las Vegas–inspired experience – which is about spectacle, excitement, and memorable moments. When we enter a space, we are not only thinking about exposure, but about how to transform that moment into an experience. How does it connect with our positioning? How does it create a real connection with people? How does it reinforce the sense of responsible fun we want to associate with the brand? All of this is carefully considered internally.


We also focus heavily on integrating sponsorships with campaigns, PR, activations, and digital presence to create a continuous narrative. On social media, for example, there is a major opportunity to generate engagement, go viral, and create content that extends the life of that moment far beyond the event itself. In this way, the sponsorship stops being an isolated point and becomes part of an ongoing conversation with the audience. Ultimately, it is not just about generating a spike in awareness, but about building brand memory. And that requires repetition, visual consistency, care in messaging, and, above all, respect for the audience. Fun is always at the center – with responsibility.


When betting brands embed themselves into symbolic cultural moments like Carnival or samba schools, where do you draw the line between authentic cultural participation and commercial overreach?


Te line lies in intention and in how the brand positions itself. It is not about occupying space, but about genuinely contributing to the experience. When a brand tries to be bigger than the event itself or replace its cultural protagonism, there is a clear risk of excess. Our role is to amplify the celebration, never compete with it. Te vibrant energy of Brazilians resonates strongly with the spirit of Las Vegas, and it is no coincidence that our motto is “It’s Vegas Time.” It reflects our DNA of entertainment, brightness, and excitement.


It is also important to remember that we are talking about a continental 226


country. Brazil has enormous cultural diversity, with traditions, languages, and behaviours that vary significantly across regions. For that reason, participating in cultural events requires sensitivity and adaptation. What works at a country music festival in the countryside may be different from what makes sense at an urban event or a traditional celebration.


In practice, this means building highly organic activations for each context – from the type of experience offered to giveaways, language, and the format of interactions with the audience. Te goal is for the brand to feel integrated into the moment, not like an external element.


Tat is why we prioritise structured partnerships, close dialogue with the communities involved, and campaigns that place people at the center of the narrative. Over the past year, we have been present at major cultural and entertainment events in Brazil, such as all stages of the Circuito Sertanejo and the Interlagos Festival, always creating tailored activations aligned with our positioning.


How do you determine which spaces truly align with BetMGM’s brand DNA in Brazil and when does expansion into new cultural arenas risk diluting the brand?


We always start with our DNA: unique entertainment, immersive experiences, the energy of Las Vegas, and responsible gaming. Every new territory is evaluated through a simple question: does this reinforce who we are, or does it take us away from our essence?


Not every visibility opportunity is a strategic opportunity. If the connection feels opportunistic, forced, or misaligned with our positioning, we prefer not to move forward. Expansion only makes sense when we can bring our creative signature, our attention to the experience, and our message of responsible fun.


Dilution happens when a brand tries to be everywhere without clear criteria. Brand building happens when we choose spaces that expand our narrative and strengthen our relationship with people.


At the end of the day, a brand is perception – and perception is built through consistency, cultural sensitivity, and clarity of purpose.


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