At the 2026 BiS SiGMA South America Summit in São Paulo on April 8th, Carlos Prates gave an insightful look into discipline, influence and the truth behind elite performance. As an ambassador for 1xBet as well as a professional fighter, he represents a bridge between sport, digital interaction and the storytelling of contemporary brands.
In contrast to the mindsets that are characteristic of combat sports professionals, Prates challenged many of the common assumptions held by people who view sports as “entertainment” or a flashy event, mentioning that most of the time, training takes up his entire day. Because this intense form of training is rarely witnessed by fans, it constitutes the foundation of his professional persona.
Discipline beyond perception
Prates’ thoughts show a major theme in elite sport: the gap between perception and process. He talked about how social media increases their visibility, but doesn’t always show how much work it takes to be successful. For him, the responsibility is to use that visibility in a positive way.
His work with 1xBet reflects that principle. Instead of thinking about influence as a side effect of fame, he sees it as something to actively use. He wants to connect with people and give them concrete examples of commitment, grit, and professionalism.
This is consistent with broader industry trends, where athlete ambassadors are being asked to represent values that go beyond sport. In Brazil and the LATAM region, which has been growing rapidly in terms of digital engagement, sports stars like Prates are important influencers in establishing consumer trust and in brand positioning.
Rituals that drive performance
While professional sports are normally quite high pressure, Prates’ pre-fight routine is very simple. Music is what he uses – specifically pagode. By bringing a speaker with him to the gym, Prates is able to use the rhythm of the lyrics and the familiarity of the music to keep his focus while also elevating his mood.
Music is a large part of the performance psychology aspect of fighters and Prates’ routine is an example of how important mental state can be in determining your performance, even though physical preparation is also critical. Music helps to give Prates a sense of comfort and pleasure before he walks into the ring – allowing him to walk into the arena with excitement as opposed to anxiety.
Lessons forged through adversity
Prates has distilled the essence of his journey into one concept: Persistence. Throughout his years in athletics, he has seen capable people leave their sports because they faced a minor setback, lost confidence in their own abilities, or encountered barriers to success.
The concept of persistence applies to the sports world and the corporate setting. Resilience is as necessary in fast-moving industries such as gaming and gambling as it is in any other industry. Issues of changing markets, regulations, and competitors require similar dedication to executing for the long term.
A first impression of BiS SiGMA
Experiencing the BiS SiGMA South America Summit 2026 for the first time, Prates expressed genuine enthusiasm for the event’s energy and scale. From the constant flow of attendees to the vibrant atmosphere, his impression was overwhelmingly positive.
As the gaming industry continues to evolve alongside sport, voices like Prates will play a defining role in shaping its narrative across emerging markets.
For more insights and industry coverage, visit the SiGMA website.
