The agreement signed by Betsson is for all the qualifying games of the CONMEBOL national teams for World Cup Qatar 2022, which will run until March of that year.
“The qualifiers are one of the most followed sporting events, and with this advertising action we can achieve, according to our calculations, a rating per household of around 35%, the majority in Latin America. Not counting the post views on social media and other digital platforms,” explains Andrea Rossi, Commercial Director Southern Europe and Latin America, Betsson Group.
In this double round, big games such as Uruguay-Brazil, Peru-Argentina (with the presence of Messi), Chile-Peru (Pacific derby) and Ecuador-Colombia set huge numbers of audience on TV, whether open or paid in each of the different markets, which contributed to the penetration of the brand in the region in search of strengthening the link between Latin football and the bookmaker.
The presence of the brand on the LEDs and advertising displays next to the goals varies depending on the national team. “We use Betsson as a global brand and Colbet when Colombia plays away from home. Other betting operators also have LED exposure and our company shares the 3D Carpets with another betting operator,” adds Rossi.
Regarding other actions of the Swedish group with reference to this South American competition Rossi explains: “We implement event locations and markets on our site, and ad hoc promotions on the Qualifiers for our players. We are also present in some markets on TV with banners and spots.”
This is not Betsson's first sponsorship action in the region. The brand is already a sponsor of Liga 1 Movistar of Peru and plans to expand during the Copa Libertadores matches, in addition to these CONMEBOL Qualifiers.
“Latin America has nothing to envy the European market. Perhaps, from the point of view of the player's value, Europe has more weight, but at the potential level of the market and of those who are passionate about sports, Latin America exceeds expectations,” affirms Rossi.
The Swedish operator already started last year its plan to interact with regional markets in a personalized way and with local support. In Brazil, it merged with the Suaposta brand that has already become simply “Betsson”, while the group also acquired 70% of Colbet in Colombia, reinforcing its ambition to gain space in a market that has much history and growth chances ahead.
Source: Exclusive Games Magazine Brasil
