Brazil Betting Bill paving way for sports sponsorship activations
Credit: Jefferson Bernardes / Shutterstock

Betano has signed yet another major sports sponsorship deal according to media reports, taking the title partnership of Brazil’s Campeonato Brasileiro Série A.

The Greek betting firm, owned by international gaming group Kaizen Gaming, has partnered with the Brazilian top-flight football league in a three-year arrangement.

Terms will see the Confederation of Brazilian Football (CBF) receive around 80 million Brazilian Reais (£12.5m) per-season. This is a significant mark up for the CBF on its previous partnership with beer brewer Assai, valued at around £7.8m per season.

Betano has a strong rationale for paying this sum to the CBF due to the launch of a nationwide Brazilian betting market on the horizon. 

Market launch was approved by President Lula da Silva in January and the following  months saw revisions to the legislation, covering areas such as sports sponsorship, marketing and integrity.

Several prominent international operators are eager to join the emerging sector, which will likely be one of the biggest in the world, and securing visibility via betting sponsorships will be valuable to gaining market share.

Betano has already built up a solid brand presence in Brazil via sponsorship deals, having secured the naming rights to the Serie B second division and Copa do Brasil cup tournament.

The company previously sponsored popular club Fluminense, but the Copa Libertadores champion is now a partner of Superbet, which was recently signed in a €7.7m per-year agreement. 

These sponsorship efforts have not been confined to Latin America though. – Closer to home, Betano is partnered with this year’s UEFA Euros tournament and is rumoured to become the next shirt sponsor of Aston Villa FC.

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