CONMEBOL has agreed a deal with online betting firm Betsson, which has become the exclusive sportsbook partner of CONMEBOL Copa América Femenina 2022.
The women’s tournament will see a total of 25 matches played in the cities of Cali, Armenia, and Bucaramanga between 8-30 July 2022.
“CONMEBOL values the support of Betsson for one of its most important tournaments, the CONMEBOL Copa America Femenina 2022,” said Juan Emilio Roa, Commercial and Marketing Director from CONMEBOL.
“This partnership comes from a shared vision between CONMEBOL and this prestigious company of boosting women’s football across South America with a strong participation of girls, young adults, and women.”
Furthermore, Betsson will activate branding and promotional activities in stadiums, receive media exposure opportunities and utilise the championship’s assets and footage for marketing and content, media backdrop visibility, and activations on CONMEBOL’s online and mobile channels.
The gaming group will also serve as the ‘Official Lineups’ content sponsor of the tournament, whilst additional features of the collaboration include media backdrop visibility, and activations on CONMEBOL’s online and mobile channels.
Betsson Group’s CEO, Jesper Svensson, added: “The rationale behind sponsoring one of the biggest moments of the world’s sports calendar in 2022 is very simple – Betsson’s commitment to sport and its support for gender equality.”
Last year, the sportsbook was also the official regional sponsor for the men’s CONMEBOL Copa América 2021.
With a growing presence in Latin America, Betsson has also invested in its sportsbook infrastructure for the region and has optimised its supply in the aim of improving the player experience.
Svensson continued: “Besides the exciting potential of further raising Betsson’s brand awareness in the region, we are extremely proud to be partnering with CONMEBOL as they are exceptionally committed to improving women’s football in South America.
“They are members of the UN’s Global Pact Target Gender Equality program and are the only confederation that requires men’s clubs participating in its tournaments to have two women’s football teams, at both youth and senior levels.
“Moreover, CONMEBOL’s women representation is inspiring with some 42% of its officials, 55% of its managers, and 18% of its directors being female. At Betsson, we have a similar representation with approx. 40% of our workforce identifying as female.”