The Brazilian Championship’s Serie B has announced a sponsorship deal with the Brazilian online sports betting firm, Betano. With this deal, the competition will now be known as Serie B Betano for the rest of the season.
Following its success with the Supercopa do Brasil and Copa do Brasil 2023 in January, the multinational bookmaker, Betano earned the naming rights to Brazil’s second football division.
The sports betting firm will develop several fan engagement efforts including LED lighting and pre-match festivities, as part of the new agreement, while also gaining major brand exposure on and off the pitch. Another instance will include the Betano branding on the teams’ admission protocol as well as the tournament trophies.
Alexandre Fonseca, Country Manager for Betano in Brazil, said, “Conquering space not only as an official sponsor of the 2023 Brazilian Championship, but also the naming rights and official sponsorship of Série B reflects how much football, as a national passion, also represents one of the main pillars of Betano in the promotion of the sports industry. We are very happy with the news, which brings us even closer to the public and reflects all the strength and confidence we have in the sports betting market.”
Betano has already developed a strong presence in Brazilian football, with large stakes in clubs such as Fluminense and Atlético-MG.
With Serie B Betano already underway, the Brazilian Football Confederation (CBF) has named a total of 20 clubs to compete in 38 rounds, with the top four qualifying for next year’s premier Serie A, which has also changed its sponsorship cycle.
Furthermore, the cash-and-carry company, Assa Atacadista announced a contract extension to serve as Serie A’s title sponsor through the 2023 campaign. The agreement is an extension of a prior three-season contract that Assa and the CBF signed in 2020.
Marly Yamamoto, Director of Marketing and Customer Management at Assaí, said, “The renewal of the sponsorship of the country’s main football championship strengthens Assaí’s growing role in tournaments throughout Brazil. We know that football is part of the national identity, it brings us together and connects us with each other.”