As the Super Group-owned brand becomes a premium betting partner, the collaboration also includes association rights as well as courtside branding across all the courts.
Marcia Casz, Director of Rio Open, is confident of a long-standing successful partnership, adding: “It is a pleasure to have a brand as big as Betway in the Rio Open portfolio.
“We are very successful in having one of the leaders in its segment as a partner in the largest tennis event in Latin America and we hope to maintain a partnership for many years to come.”
Furthermore, the tournament’s social media and digital platforms will also include the Betway brand throughout, as the partners promise to create ‘engaging content’ for its tennis fans.
In December 2020, it was announced that the tournament had been postponed by Brazilian event operator IMM Sports and Entertainment and the Rio Institute of Tennis (ICT) as a result of COVID-19, as L’Équipe reported that the ATP’s provisional calendar no longer included the competition.
Last month, Betway also agreed to sponsor the oldest Association of Tennis Professionals (ATP) tournament as its official betting partner, which commenced on 6 November following last year’s cancellation.
On the Rio Open partnership, Anthony Werkman, CEO of Betway, noted: “Adding to our already enviable existing portfolio of tennis sponsorships, we’re delighted to become a premium partner of The Rio Open, Brazil’s only ATP Tour event.
“The tournament is always contested by the sport’s top talent and having an association with it marks another proud moment for the Betway brand.”
The competition is to be presented by Claro and is held on eight clay courts at the Jockey Club Brasileiro.
In a further expansion into the sporting market, the betting operator has this week also expanded in the US in partnering with the New Jersey Devils of the National Hockey League (NHL).
This sees the brand gain further branding as well as advertising opportunities across in-bowl LEDs and scoreboards and TV-visible signage.