With 20 teams in search of the most important title of Brazilian football and the novelty that the Globo Group has competition in the broadcast of matches on TV, this weekend started the Brasileirao 2019, one of the most competitive leagues in the world. Within this fabulous business that also represents this tournament, international sports betting houses landed in this market with the goal to become known in the country from marketing.
The National Congress passed in December the law that creates the sports betting modality, which would be a first step towards the legalization of betting and games in Brazil. Fortaleza, from Ceará state, was the first club in Brazil to have a sponsorship deal with a betting site, Netbet.
The sports betting site that has been growing in the national scene, NetBet, has also sponsored Vasco da Gama for just over a month, and its brand appears on the bottom of the front of the club’ shirt. The partnership extends until December this year.
"NetBet is expanding its field of operations and marking its presence outside the European continent. Brazil, of course, is one of the most attractive and strategic sports betting markets. We're talking about a sports-loving giant, and nothing's fairer than associating the NetBet brand with a football giant. The partnership with Vasco da Gama and Fortaleza is fundamental to increase the confidence of our brand among the Brazilian public," said NetBet.
For its part and in a different strategy, two leading bookmakers sponsor the competition for the first time. 1xBet and Bodog, who already supported Serie B, are now present on field boards, three-dimensional rugs in all games and LED animations on live broadcasts of the Brasileirão 2019 on open television.
In addition to static properties - such as boards - companies will be able to explore leds with animated inserts depending on what programming they choose to do. 1xBet and Bodog will also be able to deal directly with clubs about individual actions.
Something less famous, MarjoSports Live Score, startup of technology turned to the sports bets, appeared in the sleeves of Corinthians shirt. Through the marketing contract, the company becomes Timão's newest official sponsor in a 21-month deal.
At the opening of the first broadcast of a Brazilian Championship game exclusively by a channel other than Grupo Globo, Turner / TNT also announced its sponsors for the Brasileirão. There were only two: Bradesco bank and Sportingbet betting site. In the commercial aspect, Turner seems to have beaten SporTV, its only competitor in paid TV.
The channel of the Globo Group has six sponsors for the championship: Brahma (Ambev), Bradesco, Fiat, Ipiranga, Vivo and also Sportingbet. It's clear that the country's economy is not experiencing a great moment. But advertising revenue fell short of importance of the group's main sporting product next to the European Champions League.
Number of clubs sponsored by betting firms is raising, not only in Brazil. Nearly 60% of the clubs in England’s top two divisions have gambling companies on their shirts. Like the case of Stoke City, football club located in the same city that has as biggest investor the sports betting site, Bet 365. The same company has signed a contract with half of the Spanish Football League teams. There were ten teams, all at once, who entered into similar sponsorship deals with the English company.
Source: GMB
