Three months ago, Atlético-MG announced the arrival of Intralot as new sponsor. The partnership includes activations in the digital area and a personalized gaming platform for ‘Massa Alvinegra’ (club’s fans). “The partnership model is innovative in Brazil, both for the generation of new resources for the club and for the Loteria Mineira, as well as for the benefits and prizes generated for fans,” said Sergio Alvarenga, Chairman of the Board of Intralot do Brasil.
A month later, the company responsible for operating the Loteria Mineira games announced with Atlético the launch of a website made especially for its fans to bet on Keno Minas, and also help the team. A percentage of the amount is allocated to the club. According to the website, the more the fan bets, the more the ‘Galo’ raises. In addition, 60% of the value of the bets returns in prizes to the bettor.
"Part of the value of all bets placed by fans will go to Atlético," explains Alvarenga. "Our business format with Atlético is not a traditional one, sponsorship, or even the purchase of a player. That is not our entry," claims the executive.
Atlético sponsorship manager Pedro Melo highlighted the strength of the club's digital area. “Atlético has been doing a remarkable job on their social networks, with very positive numbers of engagement, which makes them a very interesting channel for relationships with the fans. Intralot realized this and is coming to be our partner in this digital universe,” he said.
Source: GMB
