The scope of Clube Atlético Mineiro’s commercial partnership with Greek multinational betting operator Betano has been expanded with two key new caveats.
Kaizen Gaming-owned sportsbook brand Betano has been a partner of Mineiro, known colloquially as ‘Galo’, since January 2021 as a front-of-shirt sponsor. Under the new arrangement this will continue, but with some notable additions.
Firstly, the operator has secured ‘master sponsorship’ of the Galo women’s team, and secondly it has gained commercial properties in the Belo Horizonte-based club’s MRV Stadium including a customers box and in-stadia activation possibilities.
A company statement detailed: “We are committed to expansion, in an agreement that will also include the Club’s women’s football team, which has great potential to grow even further and is going through an important period of restructuring.
“With the properties at Arena MRV, we will be even closer to the public, planning activations, generating engagement and special moments between the fans, Betano and the Club.”
The expanded partnership continues Betano’s marketing focus in Latin America, and particularly in Brazil, with the regional betting scene growing in prominence in recent years.
Brazil is set to become one of the world’s biggest igaming markets this year with a regulated launch anticipated, following Presidential approval just before New Year’s Day in 2023.
Betano’s marketing activity has included partnering with this year’s CONMEBOL Copa America.
This in turn forms part of a wider global sports sponsorship push which has also seen the firm partner with the 2024 UEFA European Championships, building on its status as the first betting partner of the FIFA World Cup in 2022.
In his own statement, Galo Club President, Sérgio Coelho, praised Betano as ‘one of the largest and most prestigious in the world’, adding that his club presented a ‘huge and rapidly growing brand’ for the bookmaker to partner with.
This echoes a sentiment expressed by the club’s Chief Commercial Officer, Pedro Mello, in an interview with Insider Sport ahead of the SBC Summit Rio next week, where the team executive will be speaking.
