The 2026 season of Big Brother Brasil opened with strong commercial results, which proved the show to be one of Brazil's most important media platforms. The new edition launched with 15 sponsors spread across 19 commercial slots, marking a solid start for broadcaster Globo as the season got underway.
The sponsor list included Amstel, McDonald's, Mercado Livre, Ademicon, Cif, iFood, Electrolux, Ajinomoto, Mercado Pago, Betano BR, TIM, Nivea, Super from Cimed, Nestlé, and MRV. The producers of Big Brother Brasil used these brands throughout the show to establish connections with their audience base.
Inside the house, brands took on a role similar to the participants. Each sponsor worked to develop three main objectives, which included attracting viewers and developing a favorable reputation with the audience. The show Big Brother Brasil featured companies at various times during thematic parties and weekly competitions, and house activities, which determined the result of the show.
To track brand performance during Big Brother Brasil, Stilingue by Blip once again provided Meio & Mensagem with weekly engagement rankings. The data measured how often sponsors were mentioned across digital platforms during the days following each episode.
Stilingue by Blip based its analysis on organic posts collected through official platform systems. Keywords related to Big Brother Brasil, including “bbb” and “bbb26,” were used to gather relevant mentions. Posts that only used campaign hashtags were not counted unless they also included these keywords in the text.
After collection, the posts were grouped into more than 200 themes. This allowed analysts to study which brands and moments generated the most attention. The monitoring covered platforms such as X, Facebook, Instagram, blogs, portals, BlueSky, forums, Reclame Aqui, and YouTube. Rankings focused on total mentions and the number of unique users involved.
Among the sponsors, Betano BR confirmed its official partnership with Big Brother Brasil. The brand, operated by Kaizen Gaming, appeared in exclusive promotions, integrated content, and viewer interactions throughout the season. These actions were designed to blend entertainment with online gaming engagement.
Betano BR also introduced experiences that connected major sports events with in-house activities. Alongside this, Betano BR shared educational messages tied to its responsible play campaign, “Não Mete o Loco.” The campaign focused on awareness, balance, and understanding limits while keeping a simple tone.
Arthur Niggemann, head of marketing at Betano BR, said reality shows offered a strong way to connect with the public. He explained that the partnership helped people better understand the brand’s space while creating steady engagement. Kaizen Gaming supported these efforts by aligning the campaign across TV, social media, and digital platforms.
For Kaizen Gaming, the partnership reflected a wider strategy to increase visibility through mainstream media. Kaizen Gaming focused on combining entertainment, education, and digital interaction. It also emphasized responsible messaging as part of its long-term goals in Brazil.
The season progressed through its episodes of Big Brother Brasil, which maintained high visibility for its sponsors. The episodes featured Betano BR while Kaizen Gaming established its presence through regular branding activities and company messaging. The show proved itself again as a major brand exposure platform because it generated strong early viewer interest and maintained complete sponsorship support.
