Debate over the use of influencers in Brazilian gambling could once again flare up after Start Bet announced its first official ambassador as digital influencer Maurício Martins Júnior, better known as Maumau or MaumauZK.
A deal with Maumau is a significant one for Start Bet, who boasts in excess of five million followers across his Instagram and YouTube accounts. The operator emphasised that the deal is a ‘strategic move’ as it looks to grow its player reach.
That being said, it isn’t one without controversy, heightened by the conjecture around the use of influencers that dominated the Brazilian news lines last year.
Diego Bittencourt, chief marketing officer of Start Bet, commented on the collaboration, stating: “Start Bet is a light, fun company that reflects Brazil. That’s why we thought Maumau was the missing piece: he has our language, is direct, light, and genuine.
“The launch video for this partnership aims to show that Maumau made a good choice—he chose a partner that honours commitments, a 100% Brazilian and transparent company. We are welcoming him and his audience with open arms, proud of what we have built and ready for the challenges and celebrations coming in 2026.”
Maumau initially shot to fame through his social media after producing several comedy videos at the gym, alongside well-known fitness influencers like Renato Cariani and Juliano Balestrin.
Currently, he creates varied content, including videos with his wife, fellow influencer Julya Freitas. The couple shares their daily life on social media, from birthday parties for their daughter to everyday tasks.
However, Maumau also made headlines in Brazil in 2025 after being arrested in flagrante on 7 August in Arujá (SP) for possession of a restricted firearm. The Civil Police of Rio de Janeiro found a .38 calibre gun with a scratched serial number in Maumau’s house. He was released on 8 August, the day after his custody hearing.
Lingering legacy of Operation Desfortuna
At the time, Maumau was one of the targets of Operation Desfortuna, which investigated digital influencers who were accused of promoting illegal online gambling.
Operation Desfortuna dominated the headlines of newspapers and tabloids across Brazil during the second half of 2025, as police took aim at some of the country’s most prominent influencers for promoting illicit gambling websites.
The Civil Police of Rio de Janeiro’s Operation Desfortuna exposed what authorities argue is a sprawling influencer-led promotion network diverting millions of Brazilians toward illicit/unlicensed operators.
Grabbing national headlines, the operation has executed 31 search-and-seizure warrants across Rio, São Paulo, and Minas Gerais, as police have charged 15 influencers whose collective reach eclipses that of the vast majority of mainstream media outlets.
At the time, Maumau ZK was detained in São Paulo, following his arrest, in footage filmed from his prison cell, Maumau contested the charges, declaring: “I’m not a thief, I’m not a criminal.” He insisted the firearm was part of a publicity stunt and maintained that his involvement with online gambling was limited to a marketing agreement.
Another central figure was Tainá Sousa, apprehended under Operation Dinheiro Sujo.
She was accused of orchestrating a criminal syndicate that promoted unlicensed online gambling and allegedly compiled a ‘hit list’ targeting journalists and officials who criticised her actions. Videos released from her detention show Sousa pleading her innocence and reminding her followers that “detention is not equivalent to guilt”.
The resurgence of Maumau within the gambling industry could raise questions over gambling’s role when it comes to working with influencers once again, especially as the market continues to mature and develop.
Previously speaking to iGaming Expert, Tulio Chebli, chief executive officer of KR3W, a 360-degree influencer agency, emphasised: “Influencers play a crucial role in brand promotion, especially in a market like Brazil, where social media engagement is extremely high.
“Operators rely on influencers not just for visibility but also for credibility—Brazilian audiences connect more with personalities they trust than with traditional ads.”
He added: “[However,] the industry is evolving rapidly, and compliance is now more important than ever. Educating influencers, operators, and affiliates ensures that everyone is aligned and that we can build a sustainable and ethical ecosystem.”
This article was first published on Affiliate Leaders’ sister title, iGaming Expert.
