BRBET Brazil will have a new regional brand ambassador in the face of boxing legend Mike Tyson.

The news came from sports entertainment company Entourage Sport & Entertainment, which added that the partnership is exclusively in the country’s sportsbook and betting category. 

Advertising will take place on print, digital and social media outlets, and will include images and videos across platforms. 

The video ad shows Tyson sitting at home watching sports. He gets angry after not being able to find a suitable Brazilian bookmaker, after which he finds BRBET and that calms him.

The former world heavyweight champion was also approached by Parimatch back in 2019 to become their global ambassador, joining the names of Conor McGregor, Alexey Oleynik, Petr Yan and the Shevchenko sisters.

In an interview with SBC, Parimatch CEO Sergey Portnov told SBC some of the benefits that gambling firms can take from such partnerships and how its athletes have helped reach two entirely different demographics.

He said: “The partnerships have been exceptional, and I’ll explain why. Yes, they are both controversial, but because of that, they are always getting attention. For them, one little tweet and everyone is talking about them.

“So, they are able to divert people’s attention to themselves and nowadays, in a world where marketing spend is crazy, and the amount of ads and impressions that we are seeing is also crazy, to distinguish yourself you need partnerships with guys like that. So, we are really happy.”