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 exclusive interview with GMB, 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."
According to the executive, "a good brand positioning and a good marketing strategy are infallible, and sponsorship is a central piece in this strategy." With Superbet's master sponsorship contract with São Paulo, in addition to the Campeonato Cearense, it is more than clear that the executive is fulfilling the goals outlined to GMB.
Source: GMB
