"The agreements with companies in this segment have grown a lot in the world of football. Our tradition is to always prioritize companies from Mato Grosso, and Luck Sports is a bookmaker from Cuiabana. We have had the same sponsors for many years, I have no doubt that will be another successful partnership," declared Cristiano Dresch, vice president of Cuiabá.
The number of companies taking up master sponsorship has also increased significantly. Among the 19 betting sponsors on the market, seven are in the master space of the jersey: Atlético-MG (Betano), Atlético-GO (Amuleto Bet), América-MG (Pixbet), Avaí (Pixbet), Botafogo (Estrelabet), Fluminense (Betano) and São Paulo (Sportsbet.io). The other clubs have betting brands with sponsorships that include exposure on the jersey, but in other spaces.
Check out the full list of Serie A clubs and their partner bookmakers:
-América-MG (Pixbet)
-Athletico (Betmotion)
-Atlético-GO (Amuleto Bet)
-Atlético-MG (Betano)
-Avaí (Pixbet)
-Botafogo (Estrelabet)
-Bragantino (BetPix365)
-Ceará (Betsul)
-Corinthians (Galera.bet)
-Coritiba (Dafabet)
-Cuiabá (Luck Sports)
-Flamengo (Pixbet)
-Fluminense (Betano)
-Fortaleza (Betsul)
-Goiás (Pixbet)
-Juventude (Marsbet)
-Internacional (Betsul)
-Santos (Dafabet)
-São Paulo (Sportsbet.io)
Sports betting was legalized in Brazil in December 2018, when the Federal Government sanctioned Law 13,756/2018, authorizing the Ministry of Economy to develop rules for the licensing of sports betting houses in Brazil. However, the regularization of the practice was postponed and has not yet taken place.
For Bruno Maia, a specialist in innovation and new business in the sports industry, companies seek football to reach new generations, who relate to sport through entertainment.
"Entertainment is embedded in all areas, and sports would be no different. There is a generation that relates to football through games and that deals intensively with data consumption. Sponsorship of betting sites has grown significantly during the pandemic, and it is a reality of no return," said Maia, writer of the book "Innovation is the New Marketing", which was recently released and addresses the topic.
In Brazil, one of the first clubs to enter into agreements with sports companies was Fortaleza. According to Marcelo Paz, president of the club, partnerships with new sponsors go beyond traditional exposure and need to impact the fans: "This type of sponsorship is important for the club's coffers, but it is necessary to explore digital platforms. Interacting and engaging with fans is fundamental in this business model."
Paz's opinion is similar to that of Jorge Avancini, vice president of Marketing at Internacional, who displays the Betsul brand on the back of his shorts. "These are two-way partnerships. In addition to the activations with the fans, the clubs also receive a percentage of these bets. It is a market that has brought many innovations to Brazilian football and generated opportunities. The regulation of activity in the country is essential for the sector is fully legalized," said Avancini.
Currently, around 450 sports betting sites operate in Brazil. According to an estimate by Fundação Getúlio Vargas (FGV), the market could move up to R$10 billion a year in the country's economy.
Source: UOL / GMB
