Alexandre Fonseca
São Paulo Officially Presents Superbet as Main Sponsor
São Paulo has officially presented Superbet as the main sponsor for the next three years at an event on Thursday night, the 18th. The contract between the Tricolor and the recently arrived European betting house in Brazil is worth $32 million. The event also served to announce the new uniform supplier, New Balance, and featured a fashion show of the jerseys already adorned with the Superbet logo.
Announced on the eve of this year, São Paulo’s contract with Superbet had already been speculated by the press, and even the club’s president, Julio Casares, dropped hints on his social media about a “SUPER 2024,” referring to the sports betting platform.
The agreement was confirmed surprisingly, with São Paulo signing a three-year contract worth R$ 156 million (US$ 32m) with Superbet, taking over the space previously reserved for Sportsbet.io.
The termination with the previous betting platform incurred a cost of R$ 24 million (US$ 5m), but neither the São Paulo board nor Superbet confirm who bore the penalty.
On Thursday night, the 18th, a grand parade featuring the new uniforms marked the opening celebration for São Paulo’s 2024 season. Several club athletes wore the New Balance-produced jerseys with the Superbet logo. The event also featured the new signings for São Paulo in 2024: Ferreira, Erick, Luiz Gustavo, and Bobadilla.
In addition to sponsoring São Paulo, Superbet has become the main sponsor of the Campeonato Cearense football league. The betting company has also acquired the naming rights for the next edition of the tournament, which will be called “Cearense Superbet 2024”.
Superbet is a betting platform originating from Romania, operating in the online market since 2016 and arriving in Brazil last year. In addition to football, the operator covers sports such as tennis, volleyball, baseball, futsal, among others, with coverage of competitions from different countries.
In a recent interview, Alexandre Fonseca, CEO of Superbet Brasil, announced that the betting platform “arrives in Brazil to achieve market leadership as quickly as possible. If it weren’t for that, I wouldn’t have taken on this project”.
The Brazilian Championship’s Serie B has announced a sponsorship deal with the Brazilian online sports betting firm Betano. With this deal, the competition will now be known as Serie B Betano for the rest of the season.
Following its success with the Supercopa do Brasil and Copa do Brasil 2023 in January, the multinational bookmaker, Betano earned the naming rights to Brazil’s second football division.
The sports betting firm will develop several fan engagement efforts including LED lighting and pre-match festivities, as part of the new agreement, while also gaining major brand exposure on and off the pitch. Another instance will include the Betano branding on the teams’ admission protocol as well as the tournament trophies.
“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,” Alexandre Fonseca, Country Manager for Betano in Brazil, 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,” Marly Yamamoto, Director of Marketing and Customer Management at Assaí, said.
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Betano has entered into an agreement with FIFA to become a regional sponsor of the FIFA Club World Cup in South America and America.
The two continents have the favorite teams to fight for the title, Flamengo and Real Madrid, which, if they overcome their main opponents, will measure forces in the decision scheduled for Saturday, February 11.
Under the agreement, Betano will gain visibility with brand inserts on LED panels in games, as well as activations during the Club World Cup. This partnership is another step toward strengthening the connection between the house and FIFA, since, recently, the group also supported the World Cup in Qatar in Europe.
“This partnership reinforces Betano’s global positioning, especially in South America, with Brazil as its main market in the region. Our objective is to increasingly strengthen our presence in Latin American countries, through solid work, in addition to promoting the sports industry and bringing unique experiences to our users,” Alexandre Fonseca, national manager of Betano in Brazil, said.
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Brazilian top-flight club Fluminense has renewed its sponsorship arrangement with sports betting brand Betano.
Running until June 2025, the sponsorship arrangement will focus on fan engagement, with various activations planned according to the duo, along with advertising and marketing provisions.
The Kaizen Gaming online sportsbook brand’s logo will continue to feature on the Brasilero Serie A side’s jerseys, adoring the front of the first team’s shirts.
Betano has also secured a marketing presence across in-stadia advertising boards and on the FluTV online streaming platform.
Mário Bittencourt, President of Fluminense, said: “The renewal of this sponsorship contract, with two new bases, brings Betano and Fluminense even closer.
“Betano has stood out in the scenario for its boldness and professionalism. It is present on several fronts and always with great care.
“This new stage of master sponsorship is a testament to the strength of the club’s brand and that we honour our marketing commitments to our sponsors. Our vision is that by joining forces we will make Fluminense stronger and stronger.”
Betano has been pursuing a strong sports sponsorship strategy internationally, targeting Latin American and European markets.
Alexandre Fonseca, Betano Brazil Country Manager, said: “The renewal of the sponsorship agreement is a clear demonstration of Betano’s intentions towards the Brazilian market, always seeking solid and lasting partnerships.
“The extension of the contract with Fluminense allows for even more investments and activations with the club’s fans, further increasing the synergy between club and brand.”
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