Betano secures naming rights to Copa do Brasil in 3-year deal

December 7 – FIFA’s first betting sponsor Betano has added the naming rights for the Copa do Brasil to its sponsorship portfolio.

The Copa do Brasil is the Brazilian domestic cup competition played by 92 teams, representing all 26 Brazilian states plus the Federal District. Betano, in a deal brokered by sales agency Brax, has the naming rights until 2025.

Betano is not the only betting brand partnering with the Copa do Brasil. Curaçao-registered brand Betnacional has a smaller sponsorship based on advertising exposure across the competition.

Brax said it is pursuing a non-exclusive sponsorship programme for the competition and expects other betting brands to come on board as the bookmaking business gathers pace in Brazil.

Just before the start of the World Cup, Betano broke new ground with FIFA, becoming an official event regional partner, the first time the world governing body has embraced betting company sponsorship.

Betano also has sponsorship partnerships with Fluminense and Atlético Mineiro in Brazil; Club Universidad de Chile and CD La Serena in Chile; FCSB and Universitatea Craiova in Romania; Olympiacos and PAOK FC in Greece, and FC Porto, Sporting CP and SL Benfica in Portugal.

No value was given for the Copa do Brasil deal.

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