Betano nets Brazilian Série B naming rights deal


Série B of the Brazilian Championship will change its name to Série B Betano for the remainder of this year. 

The international bookmaker Betano secured the naming rights to Brazil’s second football division after achieving similar success with the Supercopa do Brasil and Copa do Brasil 2023 back in January. 

As part of the new deal, the sports betting company will create multiple fan engagement initiatives through LED lighting and pre-match events while receiving significant brand exposure on and off the pitch. One such example will make the Betano branding visible across the teams’ entry protocol and the tournament’s awards. 

Alexandre Fonseca, Country Manager for Betano in Brazil, said: “Conquering space not only as an official sponsor of the 2023 Brazilian Championship, but also the naming rights and official sponsorship of Série B reflects how much football, as a national passion, also represents one of the main pillars of Betano in the promotion of the sports industry.

“We are very happy with the news, which brings us even closer to the public and reflects all the strength and confidence we have in the sports betting market.”

Betano has already established a prominent presence in Brazilian football, with the company putting in significant investments in clubs like Fluminense and Atlético Minero.  

With Série B Betano already under way, the Brazilian Football Confederation (CBF) has designated a total of 20 teams to face each other over 38 rounds, with the first four qualifying for next year’s elite Série A, which has also undergone changes in its sponsorship cycle.

Ahead of this week’s start of the competition, cash-and-carry operator Assaí Atacadista announced that it will remain Série A’s title sponsor for the duration of the 2023 season.

The deal is a continuation of a previous three-season agreement signed in 2020 between Assaí and the CBF, which is reported by local media to represent half of the value of the new extension deal. 

Marly Yamamoto, Director of Marketing and Customer Management at Assaí, said: “The renewal of the sponsorship of the country’s main football championship strengthens Assaí’s growing role in tournaments throughout Brazil.

“We know that football is part of the national identity, it brings us together and connects us with each other.”

Previous articleReport: Gambling sponsorships remain ‘individual choice’ for clubs in Scotland 
Next articleReport: Glazers ‘increasingly confident’ of retaining majority ownership of Manchester United