JUE 28 DE MARZO DE 2024 - 20:12hs.
Experts say

Sponsorship of betting sites should grow in Brazilian football in 2019

Following the new law, Fortaleza is the first Brazilian club to have sponsorship of a betting site on its shirt: NetBet. Vitória da Bahia has also begun to move to sign a similar deal with another site of the same segment. 'If everything goes well, with smoothness, transparency, honesty and control, I believe it will bring great opportunities for the Brazilian market,' says sport marketing specialist Rafael Plastina of Sport Track Intelligence.

In December 2018, the Brazilian government enacted the law 13.756 that makes lawful the activity of sports betting in the country.

Luciano Andrade Pinheiro, a lawyer for the intellectual property and sports area of Corrêa da Veiga Advogados, says that with the approval of the betting law, the Brazilian sports market will develop. "Sponsorship is just one of the benefits. Interest and audience in sports tend to grow because betting brings more excitement to the sport," he points out.

The expert lawyer also comments on the integrity rate, created by American leagued and that is equivalent to 1%, incident on the total money collected from the bets, which must be charged to the betting sites. Brazilian law did not foresee this rate, but there is a forecast of the remuneration of football clubs of 1% and 2%, corresponding to royalties for the use of the symbols.

"Despite this, even before the Brazilian Law, the Paulista Football Federation and the Brazilian Football Confederation have already signed contracts with companies that monitor the integrity of the games," he points out.

Sport marketing specialist Rafael Plastina of Sport Track Intelligence explains that according to a survey conducted by the company, there are more than 50 betting companies worldwide and 55 football clubs in Europe are already sponsored by companies in the segment like West Ham (betway), Stoke City (bet365) and believes that the trend should also reach Brazil.

"If I had to ‘bet’,’ I would point out that Brazil will be a relevant market globally when it comes to sports betting. If everything goes well, with smoothness, transparency, honesty and control, I believe it will bring great opportunities for the market as a whole," says Plastina.

He also underscores the benefits of sponsorship for clubs. "This will be another opportunity to mature, strengthen its structures, not only football, but also marketing and communication. An opportunity also for teams to show that they can be more than an exhibition platform and brand that can deliver yes, visibility, but also engagement and sales," he says.

The sponsorship of football betting websites is very normal, for example, in Spain. Half of the La Liga teams have this kind of benefit as Espanyol, Villareal and Atletico de Bilbao.

Even with the American league lobbies, in the United States sponsorship of sports bookmakers was legalized only earlier this year. Entering the nation's most profitable league, the NFL, the sports betting market is expected to reach US$ 8 billion by 2030 in the country and influence other countries to adopt the practice.

Source: GMB / Esporte – iG