Pernambuco Football Federation (FPF), the football authority of the Brazilian state of Pernambuco, has entered into an agreement with betting firm Betsson Group.
As a result of the linkup, the Stockholm Nasdaq-listed operator will sponsor the Pernambuco Championship for the 2022 season, with the campaign branded as the ‘Betsson Pernambuco Championship 2022’.
For the international gambling group, the agreement marks an expansion of its Brazilian marketing and branding as well as a continuation of its focus on Pernambuco state, where it has been a sponsor of local team Ibis Sport Club since last year.
Evandro Carvalho, FPF President, remarked:. “The finals of the Pernambucano 2021 attracted a record audience. According to TV Globo’s data, we surpassed the finals of Paulista and Carioca Championships.
“We are very happy with Betsson’s support, which allows us to invest even more in soccer in Pernambuco, and pay for all the officials of the championship such as the referees, assistant referees and VAR in the final stages. Betsson is a market leader that is betting on the credibility that the Federation has earned over the years.””.
As part of the agreement, Betsson will conduct a series of marketing and PR activations throughout the season, with the goal of strengthening its brand exposure in the state of Pernambuco as it looks to further consolidate its Latin American position.
Additionally, the deal is Betsson’s second Latin America focused sponsorship arrangement secured this year, following on from the announcement of its partnership with Chilean Primera Division side Colo-Colo.
The firm, which first launched in Brazil in 2017, has signed several sponsorship agreements with prominent Latin American football institutions, including the CONMEBOL Copa America 2021, Peru’s top-flight Liga 1 and La Roja, the Chilean national team.
“The Pernambucano is one of the biggest and most traditional state championships in Brazil, attracting millions of passionate fans,” remarked Andre Gelfi, Managing Partner of Betsson in Brazil.
“Following our good experience in the region by supporting Íbis Sport Club, we truly believe in the potential of this championship to further expose our brand and engage with fans.”