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Betfair signs with Cariocão the largest naming rights contract for regional competitions in Brazil

In 2022, the Campeonato Carioca, the most watched tournament among all the State ones, will have a brand signing the naming rights of the competition. Betfair has signed what is the largest commercial agreement of this nature among all regional competitions in Brazil. The Rio de Janeiro tournment's naming rights quota comprises an unprecedented and pioneering delivery of media on all platforms that will distribute the games and on the championship's social networks, and sponsorship of the broadcasts of the matches on Record TV.

Betfair signs with Cariocão the largest naming rights contract for regional competitions in Brazil

Cariocão Betfair 22 becomes, therefore, the official name of the 2022 season of the most watched state championship in Brazil. Responsible for broadcasting on open TV for the second consecutive year, Record will show Cariocão Betfair 22 to twenty of the 26 Brazilian states and also in Brasília, consecrating Cariocão Betfair 22 as a national preference. With a long tradition of supporting the sport in several countries through sponsorships and special projects, Betfair will be the main sponsor of the tournament in 2022.

Official sponsor of Conmebol Libertadores and Sudamericana since 2019, Betfair now signs a partnership with the most charming and national championship among all the State ones.

“The Carioca Championship is one of the most exciting in the country and has a national reach. This partnership reaffirms Betfair's investments in Brazilian football, and will offer fans not only a lot of excitement in each round, but also the best sports betting experience on the market. In addition to being able to expect quality content, fans will be able to count on numerous betting opportunities for Cariocão, allowing them to experience the emotion of betting in every detail of the match while cheering for their favorite team. Betfair will stand side by side with fans who put faith in their clubs and believe that any result is possible,” commented Kimberley Daly, Director of Marketing at Betfair.

Record (open TV) will broadcast the 16 main matches of the competition, which will also be made available to fans via streaming on YouTube, Facebook and Twitch. The pay-TV and OTT service distributors (Claro, Claro Box TV, Sky, Directv GO and Vivo) will, together with Cariocão Play, distribute pay per view with all 78 games of Cariocão Betfair 22.

 



Cariocão Play, the competition's OTT application, will provide access to club TVs, which will also be distributed on social networks in Botafogo, Flamengo, Fluminense and Vasco, as well as two other types of broadcasts: one with narration and comments neutral, and another, a novelty of the partnership with Betfair, aimed at fans who like real-time statistics.

"There is no doubt about the success that the partnership will be. Betfair becomes the most charming and most seen in Brazil. Whether due to the secular representation of the Campeonato Carioca, as well as the commercial deliveries on all platforms," said the president of the Federation of Football of the State of Rio de Janeiro, Rubens Lopes.

Within the scope of Cariocão Betfair 22's master sponsorship, several deliveries and activations are contemplated throughout the competition. Highlight for the brand logo, which will appear on the trophy and medals that will be given to the champions. The entire scenography of the broadcasting booths in each of the stadiums was also designed to give visibility to the company, which will also have its name stamped on the official ball of the championship. Also part of the commercial package acquired by Betfair are several arena properties in all games, making the brand, in fact, the first 360 delivery of Brazilian football.

The agency Ogilvy Brasil, which provides advertising services for Betfair, will be responsible for all creative and media deliveries for the project. The agency also negotiated the brand's sponsorship for the broadcast of the games on Record TV, as well as supported the negotiation of Betfair's sponsorship of the Rio Football Federation for Cariocão.

 



The first round of Cariocão Betfair 22 will be on January 25, with the match between Boavista and Botafogo. Twelve clubs participate in the competition, which face each other in a single round (Taça Guanabara). The top four teams advance to the semifinals, with the winners of each match making the grand final, scheduled for April.

Betfair (www.betfair.com) is one of the largest providers of online sports betting in the world, and official sponsor of CONMEBOL Libertadores and Sudamericana. The company, founded in London in 2000, pioneered the provision of peer-to-peer (Betfair Exchange) betting in the betting industry and manages a full suite of sports betting, entertainment events and online gaming products for over 4 million of customers worldwide, available to over 18s.

Thanks to its state-of-the-art technology, the platform offers a wide catalog of products that allows to bet with own odds and odds offered by other users. Betfair is licensed to operate online betting and other games in 19 countries including Spain, Italy, Malta, Colombia and Great Britain.

Source: GMB

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