Among the largest sports betting and online gaming platforms in Brazil, KTO was connected to the Market by the Heatmap Agency, in a partnership that will result in the name of the enterprise being changed to “Mercado Central KTO”.
The first naming rights for markets of its kind in the country, the commercial agreement was created with the aim of valuing the tradition of the shopping center, which is the largest in Latin America, and reinforcing the importance of Mercado Central for the culture and tradition of Minas Gerais.
"With a management case where the traditional and the contemporary are in harmony, serving as a model of management and governance for other markets throughout Brazil, Mercado Central is now launching the institution's naming rights with KTO, the first partnership of its kind in the world. Voted the 3rd best market in the world and the 1st in Brazil, we celebrate this moment by kicking off our centennial in 2029," celebrated Ricardo Campos Vasconcelos, CEO of Mercado Central.
KTO's arrival at Mercado Central is in line with the investments that the betting company has already made with several players from Minas Gerais. Increasingly betting on the Minas Gerais culture, the company is a strong supporter of the state's content creators and recently became a sponsor of the Minas Tênis Clube basketball and volleyball teams.
“It is a great honor for KTO to be able to contribute to the preservation and appreciation of one of Belo Horizonte’s great heritage sites. This move only further reaffirms our commitment to Minas Gerais and its residents,” highlighted Cássio Filter, Brazil Country Manager.
In addition to naming rights, the partnership with Mercado Central will grant KTO access to other commercial properties, such as segment exclusivity, publications on the shopping center’s social networks, priority in holding events and branding on signage.
“It is a great joy for heatmap to connect Mercado Central, which is a heritage site for all residents of Minas Gerais and loved by all who visit it, with KTO, a company that has been investing increasingly in Minas Gerais. I am certain that this will be a very successful partnership with many good things. Because if there is something good, there is something good at Mercado,” celebrated Rene Salviano, CEO of heatmap.
Source: GMB
