Ronaldinho Named Global Brand Ambassador for Bulgarian Operator Sesame

The global sports betting landscape has seen a major celebrity addition. Sesame, a Bulgarian operator, has officially appointed Ronaldinho as its Global Brand Ambassador. The former Brazil international, known for his extraordinary skill and joy on the pitch, will lead the company's new marketing efforts. This partnership represents a significant step for Sesame as it looks to build a more recognizable brand identity on an international scale by aligning itself with a genuine sporting legend.

Ronaldinho brings an unparalleled football pedigree to the brand. As a World Champion, Ballon d'Or winner, and Champions League victor, his name carries immense weight across generations of fans. The deal is not merely a short-term promotional arrangement but a long-term collaboration. It aims to integrate Ronaldinho’s persona into the very fabric of the Sesame brand, focusing on the emotions and creativity associated with the beautiful game.

Numbers and facts

Starting from August 11, 2026, the partnership will roll out across multiple channels. The program includes digital content formats, national marketing campaigns in Bulgaria, and specific fan activation events. A notable component is a social project focused on supporting football development within Bulgaria. While the specific financial terms were not disclosed, the scope of the agreement covers a wide range of interactive challenges designed to engage users directly with the football icon.

CEO Lachezar Petrov highlighted that the search for an ambassador went beyond just finding a famous name. The goal was to find someone who redefined the emotional connection to football. Ronaldinho echoed this sentiment, noting that football is about freedom and imagination. These values are intended to serve as the pillars of the new campaign, creating what the company calls memorable experiences for its customers.

"Football is much more than a result. It is freedom, imagination and joy." - Ronaldinho, Global Brand Ambassador for Sesame

Background

The choice of Ronaldinho is tied to his legacy of Joga Bonito, a style that became a global symbol for artistic football. Sesame intends to use this imagery to position itself as a brand that values imagination and freedom. The partnership marks a new chapter for the operator, transitioning from a local player to one with global aspirations. By focusing on social projects alongside marketing, Sesame aims to build a positive brand image that resonates with football fans on a deeper level.

"When looking for our Global Brand Ambassador, we were not simply looking for one of the biggest names in football, but for someone who changed the way people feel the game." - Lachezar Petrov, CEO at Sesame

Why it matters for German players

For players in Germany, this news serves as a reminder of the global nature of the gambling industry. However, it is vital to note that Sesame does not currently hold a license from the German Joint Gambling Authority of the States (GGL). The German market is governed by the Interstate Treaty on Gambling 2021 (GlüStV 2021), which imposes strict requirements on operators. These include a 1,000 Euro monthly deposit limit tracked via the LUGAS system and a 1 Euro maximum stake per spin for virtual slots.

German residents should always verify if an operator is listed on the official GGL whitelist before engaging. While global stars like Ronaldinho provide high visibility, they do not guarantee compliance with German player protection laws. Playing on unlicensed platforms can lead to legal complications and a lack of recourse in case of payment disputes. The safety provided by GGL-licensed casinos remains the highest priority for German consumers.

What it means for GGL-licensed casinos

Licensed German casinos face increasing competition from international brands that utilize massive celebrity endorsements. These global marketing campaigns can attract significant attention, even in regulated markets. To remain competitive, GGL-licensed operators must continue to emphasize their legal status and the security they offer under German law. While they may not all have the budget for a Ballon d'Or winner, their adherence to strict social concepts and player safety remains a key selling point.

The Ronaldinho deal shows that the battle for player attention is increasingly driven by high-profile personality partnerships. For the German industry, this could lead to more localized ambassador programs with domestic sports stars to build trust and brand recognition within the confines of the GlüStV 2021 regulations.