June 27 – Conmebol has announced a new chapter in its expanding relationship with the betting industry, confirming Betano as the Official Sponsor of the 2025 Copa América Femenina.
The tournament, which runs from July 12 to August 2nd in Ecuador, is the 10th edition of the South American women’s championship and comes at a time when the women’s game on the continent is finally beginning to gain some of the traction – and investment – it has long lacked.
Betano will have a strong presence throughout the competition, including its own ‘MVP Betano’ award handed out after each match.
The deal is part of a multi-year sponsorship agreement between Conmebol and Betano that spans until 2028 and covers several key competitions, including the men’s Copa América, Pre-Olympic qualifiers, futsal and beach soccer tournaments.
But while Conmebol touts the deal as a boost for women’s sport in the region, it also underscores a broader and more controversial shift in the governing body’s commercial priorities. Betting and gaming sponsors have become key financial lifelines for South America’s federations, but their growing influence has raised concerns around integrity and the optics of tying sport to gambling – especially in countries where regulatory oversight is poor.
The 2025 Copa América Femenina does present a genuine opportunity. With 10 nations competing and interest rising across broadcast and sponsorship markets, the tournament is expected to set new benchmarks for visibility and commercial value in South American women’s football, ahead of Brazil’s hosting of the Women’s World Cup in 2027.
Alejandro Domínguez, president of Conmebol, said: “Women’s football is gaining unprecedented momentum across South America. At Conmebol, we are focused on promoting the sport, encouraging young women to get involved and fall in love with our beautiful game, and creating better conditions for those who want to pursue a career in football. There is still much work ahead, but having partners like Betano by our side will enable us to elevate women’s football across the continent to new heights. I am confident that our collaboration for the Conmebol Copa América Femenina 2025 will be as successful as the one we had during the Conmebol Copa América 2024”.
Julio Iglesias Hernando, Chief Commercial Officer of Kaizen Gaming, commented: “Sponsoring CONMEBOL Copa América Femenina 2025 is very important for us, as we continue supporting the development of football globally and women’s football in particular. It is amazing to see how the competition has grown in size and strength, while showcasing the skills of some of the world’s best female footballers.”
Contact the writer of this story, Harry Ewing, at moc.l1751116643labto1751116643ofdlr1751116643owedi1751116643sni@g1751116643niwe.1751116643yrrah1751116643