Cruzeiro Esporte Clube join forces with Betfair

The agreement covers the men's team and an essential space for brand awareness on the women's kits.

The newly promoted Brazilian Serie A side, Cruzeiro Esporte Clube have landed a new sponsorship agreement with the UK-based operator, Betfair.

As part of the agreement, the betting firm’s logo is incorporated on the chest of the club’s shirt, which is back in Serie A of the Brazilian Championship after a recent promotion after three years.

The agreement covers the men’s team and an essential space for brand awareness on the women’s kits – on the back, at the top.

Gabriel Lima, CEO of the club, commented, “This historic partnership is the size of Cruzeiro. It has a lot of strength, a 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.”

Furthermore, a series of activations aimed directly at the approximately 10 million fans that comprise Naço Azul, including raffles and awards for VIP tickets and official products, exclusive promotions and experiences with Raposa talent, will be held.

Besides that, the operator has assured brand visibility in all Cruzeiro digital media, training epaulettes, interview backdrops, prisms in the stadium, logo on the team bus, and the release of a personalised club legends programme.

Kimberley Daly, Managing Director of Betfair International, said, “We are very excited about this partnership, as we will have the opportunity to support Cruzeiro at a special and important moment in its 100+ year history.

“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. With Betfair, the game is different, and we put fans at the heart of everything we do to bring them experiences that only Betfair can offer.”

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