Betano, a leading online sports betting operator, has signed a three-year deal to become the title sponsor of the Campeonato Brasileiro Serie A.
According to a new arrangement negotiated by the Brazilian Football Confederation (CBF), the agreement, officially commencing on April 14, 2024, marks the beginning of the 2024 season of Brazil’s Serie A, a professional league for men’s football clubs.
Betano takes the reins from Assai, the previous title sponsor. Financial details haven’t been officially disclosed, but reports suggest the deal holds a significant value, exceeding $16 million annually. This represents a substantial increase compared to the previous contract with Assai. The three-year agreement is estimated to be worth $48 million.
This move strengthens Betano’s foothold in Brazilian football. The company already holds naming rights to the Serie B, the second division of Brazilian football, and the Copa do Brasil, the national cup competition.
Betano is a popular online betting platform that offers sports betting and casino games to users in various locations around the world. The platform has been around since 2012 and focuses on providing a safe and secure environment for placing bets on a wide range of sports, from soccer and basketball to more niche options like chess and handball.
The 2024 season is set to kick off on April 14, 2024. Twenty teams will vie for the championship title, including traditional powerhouses like Clube de Regatas do Flamengo, and the defending champions Sociedade Esportiva Palmeiras (12th title), alongside those who earned promotion from Serie B like Esporte Clube Vitoria, Esporte Clube Juventude, and Atletico Clube Goianiense.