The main state championships have already concluded, with the Brasileirão starting last weekend. And, as with clubs, many state and regional championships are sponsored by bookmakers.
Several competitions also have partnerships with companies in the sector. These sponsorships include naming rights for championships or partnerships with federations, through advertising boards in stadiums, or even partnerships with television conglomerates.
According to estimated figures, each sponsorship contract can vary between R$2 million and R$7 million. With this, adding up all the State Championships, the amount comes close to R$50 million in sponsorship agreements for this period of competitions alone.
The Campeonato Paulista, considered the main championship in the country, has 7k, HiperBet and Bet365 as its main partners. 7k, for example, gives its name to the trophy for the best player of the match, with the brand’s logo displayed, which was awarded in all rounds.
“The Paulistão has already proven to bring a huge return in terms of audience and exposure, and the idea of having a personalized trophy has increased this reach even further. Now in this final stretch of the competition, with the dispute of great classics, we have seen an increase in visits to our website and social networks, which proves the strength of this sponsorship”, said Talita Lacerda, Executive Director of Operations at Ana Gaming, owner of the 7k brand.
Diversity in format is a differentiator in the sector
HiperBet activated its brand towards the end of the state championship, with a presence on backdrops and other properties around the field. However, the brand advertised on LEDs during the match and at moments such as kickoff, penalty shootouts, and live odds on each team’s chances.
“Paulistão is a strategic partner of ours and we are very pleased to begin our journey with activations in what is the largest state in the country”, says Renan Machado, CEO of HiperBet.
When it comes to advertising signs, the highlight in Brazilian stadiums is BETesporte. The company is present in eight state competitions. In addition to the Paulistão, they are on the signs of the Carioca, Mineiro, Cearense, Baiano, Gaúcho, Pernambucano and Catarinense.
Activations mark partnerships between bookmakers and states
In the Goiano Championship, Vila Nova’s official sponsor, GingaBet, is the biggest in the team’s history. According to the contract between the parties, the company distributed five thousand cups and 100 tickets to the club’s fans. As well as balloons and balloons to make the fans’ party even more beautiful. In addition, Ginga will release betting credit on the day of the match.
EstrelaBet, which is one of TV Record’s main advertisers, saw the possibility of the exhibition as an opportunity to transmit educational and preventive messages to the general public.
“Betting is a legitimate form of entertainment and leisure, and we want to ensure that our players can have fun in a safe and balanced way. With the regulation of the sector, we have expanded our initiatives focused on Responsible Gaming, reinforcing educational and preventive actions to ensure a safer and more conscious betting experience”, said Bruno Fernandes, sports marketing and sponsorship manager at EstrelaBet.
“The sponsorship of Paulistão not only strengthens the EstrelaBet brand, but also creates a unique opportunity to convey educational messages to different audiences, including those who are not yet familiar with the betting sector”, concluded Fernandes.
