Betsul, one of Brazil’s leading sports betting companies, has announced a pioneering partnership in the industry: the hiring of psychologist Fernandinha Albuquerque as ambassador for responsible gambling. This marks the first time a betting company has hired a psychologist as an influencer and brand ambassador, a timely move given the growing concerns about the mental health of bettors and resistance from some lawmakers for the same reason.
The COO of Betsul, Andréia Oliveira, commented on the initiative, stating, “We want Betsul to be a reference for quality and trust, offering support so our customers make informed choices and feel safe in our environment.” According to Mateus Rosa, marketing manager at Betsul, Fernandinha’s collaboration will be essential in preventing risky behaviors, particularly among bettors.
With over 20 years of experience, Fernandinha is widely known on social media for her work across various segments, including television, and has over a million followers. As a communication and motivation expert, she uses her influence to discuss emotional well-being, balance, and self-control, making her the ideal person to serve as an ambassador for a betting house. Her main mission will be to “educate” users about healthy gambling practices, creating content that encourages responsible behaviors such as setting financial limits, managing time spent on the platform, and accepting losses in a healthy way.
The hiring comes at a time of regulatory changes in the Brazilian betting market. Since the publication of regulations in 2023 establishing licensing rules, companies in the sector have been working to meet legal requirements for ethical and transparent operations. Betsul, founded in 2019, is the first betting platform in the country to receive the RA1000 seal from Reclame Aqui, a symbol of excellence in customer service.
