BETTING SECTOR’S BRAZILIAN FOOTBALL PUSH CONTINUES
ONLINE betting company Betfair has agreed a two-year deal to become the new main sponsor of Cruzeiro, as the Belo Horizonte club prepares to return to Campeonato Brasileiro Série A, the top tier of Brazilian club football.
Cruzeiro has spent three seasons outside the top flight, but won promotion back to Série A after clinching the 2022 Série B title.
Betfair will be the main shirt sponsor of the club, while it will also have brand exposure on the back of the women’s team’s shirt.
National team legend Ronaldo acquired a majority stake in his former club back in December 2021 and has existing ties to Betfair, holding an endorsement contract with the company. He will be involved in several activations of the Cruzeiro deal and said: “Our plans for Cruzeiro are ambitious and the arrival of Betfair is, without a doubt, a milestone in this new phase.
“The efficient, responsible and sustainable management work that we proposed when joining the club last year gains even more credibility with this agreement. Having the support of a multinational and publicly traded company at this time is a relevant and deserved vote of confidence in our team.”
Betfair has further ties to Brazilian football through its sponsorship deal with Palmeiras. Betfair serves as the main shirt sponsor of the São Paulo outfit’s women’s team.
The deal is the latest Brazilian football sponsorship deal signed by a betting operator.
Bookmaker Pixbet recently agreed a shirt sponsorship deal with Corinthians in an agreement that will run for a minimum of three years. Elsewhere, Red Bull Bragantino signed MrJack. Bet as the club’s new premium sponsor and sleeve sponsor, while Goiás netted a record main sponsorship agreement with betting platform Esportes da Sorte.
Last year, Brazil’s Ministry of Justice ordered football clubs, federations and the broadcaster Globo to submit their advertising and sponsorship contracts with betting operators for scrutiny amid concerns over their legality.
Kimberley Daly, managing director of Betfair International, said: “This partnership is a demonstration of Betfair’s commitment and investment in the club’s professional men’s and women’s teams, without losing focus on what is most precious to Cruzeiro: the fans.”
Gabriel Lima, Cruzeiro chief executive, said: “This historic partnership is due to the size of Cruzeiro. It has a lot of strength, and huge potential. The club is going through a very special moment. With serious and professional work, we are recovering the fans’ trust, which is fundamental for us.
“Closing with Betfair, one of the giants in its segment, is an important step on Cruzeiro’s way back to its well-deserved prominent position in Brazilian football.”