FIFA’s Club World Cup may not be garnering as much attention in Europe as the governing body may have hoped, but it’s certainly acting as a catalyst for growth in Brazil and across South America.
Set to kick off on June 15 in the US, the newly expanded 32-team Club World Cup will feature top teams from around the world. South America features heavily; in Brazil alone, four clubs – Palmeiras, Flamengo, Fluminense and Botafogo – will compete for global exposure, greater commercial appeal and the significant monetary rewards tied to the competition.
Argentine giants River Plate will also be using the Club World Cup as a springboard for commercial growth. The team recently used their upcoming participation to secure a new front-of-shirt sponsorship deal with Greek-owned betting brand Betano, replacing its partnership with Codere.
The new agreement marks a significant commercial step for the club. As reported by SBC Noticias, River Plate’s leadership felt the previous $3.5m annual deal with Codere no longer matched the club’s market value, especially in comparison to rivals Boca Juniors, who receive $7.5m per year from Betsson.
The wider community
It isn’t just the football clubs making the most of this competition, however. The wider sports ecosystem is starting to see the expanded FIFA Club World Cup as a chance to elevate visibility, enhance engagement and seize new opportunities.
As reported by SBC Noticias Brasil, sportsbook supplier BETBY has launched a package of new products ahead of the competition, aimed at capitalising on increased interest. The company’s offering includes traditional pre-match and in-play markets, as well as additional data-driven options like expected goals (xG) and player-focused metrics.
BETBY has also added its Bet Builder tool to all Club World Cup matches, allowing users to combine multiple betting selections into single wagers. Alongside this, a virtual eFIFA Club World Cup tournament will run in parallel, featuring digital versions of real-world fixtures in 15-minute games. The aim is to maintain round-the-clock engagement during the tournament, including during matchday gaps.
“The FIFA Club World Cup represents a huge opportunity to engage global audiences in new and exciting ways. With our expanded market coverage, innovative features such as Bet Builder and the introduction of the eFIFA Club World Cup, we are delivering a portfolio that elevates the tournament experience,” said Kirill Nekrasov, Head of Sportsbook Product at BETBY.
“Every aspect of our offering has been designed with a focus on flexibility, personalisation and player value.”
A chance to make a statement
One reason Brazil may be giving more attention to the Club World Cup than its Europe neighbours is the recent launch of its regulated gambling market, which began on January 1.
Given how young the market is, betting operators are locked in a battle for visibility and market share, especially within football. Currently, only two top-flight Brazilian clubs lack a betting sponsor. Across the country’s leagues, more than 100 teams are backed by gambling firms.
Tournaments are increasingly central to how betting brands activate these partnerships. In a conversation with Insider Sport last year, Tomasz Majewski, Head of Sponsorships at Kaizen Gaming, parent company of Betano, highlighted how tournaments like the Copa America offer different marketing outcomes compared to domestic league deals.
While Betano sponsors both Brazil’s Serie A and B, Majewski said it was the Copa America that delivered standout visibility across the continent. Importantly, Brazil’s league did not pause for the Copa America, allowing Betano to maintain year-round exposure during a key tournament window.
“The continent’s eye was on us for one month,” Majewski said. “We’re really proud of everything our team achieved. The Orange Summer was successful, and Betano was the most relevant betting brand in Latin America at the period.”
