the georgian formula of athlete marketing
betsson × shota arveladze
Modern athlete marketing goes far beyond simply chasing fame - today, brands seek individuals who can turn global sports narratives into local culture.
In Italy, it’s Totti. In Brazil, Zé Roberto. And in Georgia — it’s Shota Arveladze.
For betsson, the logic is simple: a global brand grows stronger when it unites with local heroes. In Georgia, that hero became Shota.
Over the past year, minds&marketing has been following the betsson × shota collaboration - a partnership that has evolved into a case study in authentic athlete-brand alignment. From live events and creative performances to educational projects, it’s a partnership that shows what happens when brand values and human stories meet.
We spoke with Dimitri Vachnadze, Head of Marketing at betsson Georgia, and Shota Arveladze himself. These conversations gave us a chance to see the collaboration from two perspectives — that of the brand and that of the athlete.
The Brand’s Perspective
In 2025, Europebet officially rebranded to Betsson Georgia, marking the arrival of one of Sweden’s leading entertainment companies with a mission to bring global standards of fun and sport to local markets.
Today, every brand competes for attention. But athletes — they already own trust and emotion, two of the most valuable currencies in modern marketing. betsson’s mission was clear: find an athlete whose values and worldview align with the brand’s.
Dimitri Vachnadze, Head of Marketing (Betsson Georgia):
“We had two options: partner with a young rising athlete, as we’ve done before, or work with an established figure who truly shares our philosophy. Shota fit perfectly.”
When asked why betsson works with just one athlete long-term instead of signing several for short-term campaigns, the reasoning was straightforward:
“To create meaningful product, you need both financial and human investment. We prefer to collaborate deeply with one athlete, invest fully, and produce results that match our brand standards — rather than run shallow campaigns with ten faces.”
The betsson × shota partnership is anything but superficial. One of its standout initiatives, “Sport on Stage”, transformed Shota’s life stories into a semi-theatrical performance - a live storytelling experiment where sport met art.
In an era dominated by short-term influencer deals, betsson chose patience. Their collaboration with Shota has lasted over two years - long enough to move past surface-level branding and into storytelling depth.
“Long-term partnerships allow you to truly know the person - you discover stories that turn into authentic content. With short-term deals, you never get to that depth.”
Ultimately, the partnership wasn’t about metrics or media reach. It was about connection. It aimed to merge sport, culture, and community, showing how a brand can inspire beyond its commercial goals.
The Athlete’s Perspective — Shota Arveladze Steps on Stage
Speaking with Shota felt like a masterclass in philosophy, humility, and passion — not surprising from someone who has lived football in its purest form.
Before betsson, his first experiences in athlete marketing date back 31 years, during his time in Turkey:
“Back then, I was collaborating with brands like Nike and Adidas - something I could barely imagine at the time. It was all new, exciting, and different.”
For Shota, brand partnerships are guided by principle:
“A project can look good on paper, but if it doesn’t match my values, I won’t do it. What matters to me is education, experience-sharing, and inspiring the new generation.”
He recalls a time before Georgia’s football rise, when investing in sports was not considered meaningful. Yet Shota believed football wasn’t just a game — it was emotion, part of the Georgian DNA, a cultural phenomenon that unites identity and energy.
“You don’t need to invent anything new in sports - you just have to follow the flow and use what connects people to football: emotion.”
And betsson understood that. The brand saw Shota not just as an ambassador, but as a mentor, storyteller, and symbol of inspiration. Together, they built a shared philosophy around community and authenticity.
From international events in Glasgow and Amsterdam, to the betsson Forum hosted by Shota himself, to legend matches in Tbilisi and Batumi, and even a mural on Khiliani Street depicting him in Ajax colors — the collaboration continues to blend sports, art, and emotion.
In all these projects, Shota is not merely the face of the brand - he’s a co-creator, shaping content with his real-life stories and mentoring through example.
This partnership proves that even small markets can produce world-class sports campaigns - when the focus shifts from advertising to human storytelling. Success, in this case, is measured not in ROI but in trust and loyalty.
In Summary
Georgia is experiencing the rise of athlete marketing - a wave that, just a few years ago, was barely understood. Today, we have tangible cases, and the betsson × shota partnership stands out as a defining one.
Viewers see the content, they feel the emotion - but rarely do they see the process behind it. That’s where the real story lives.
There’s still much work ahead, but the foundation is strong. Every industry starts somewhere - and we’ve already taken the most important step.
Now it’s up to all of us - brands, companies, fans, and athletes - to nurture what connects us most deeply: Sport - not just as a game, but as our shared story, emotion, and desire to win