In recent years we have witnessed an interesting phenomenon in the Brazilian market: the great influx of bookmakers from Europe, mainly due to the blocks that were being imposed in several countries of the old continent and, also, thanks to the new market that was still in development, beginning to form throughout Latin America.
This is largely due to the great opportunities that arise in competitions, clubs and the various ways to gain brand recognition and market share. Today, of the Campeonato Brasileiro Série A and B clubs, practically all are sponsored by a betting company and, in competitions, which is the market where we operate with Klefer Marketing Esportivo, in many cases, there is more than one sponsoring brand of the event. Thus, sponsorship opportunities in competitions and clubs encourage the arrival of European companies.
Citing the two largest national competitions, we have the case of the Copa do Brasil, which since 2015 has focused on exclusivity in its segments and, therefore, has always had a single brand in the segment as its sponsor (Bumbet, then Bodog and now Sportsbet.io are the companies they sponsored in recent years). In addition, an effort was made to activate and experiment with them, bringing strong results in terms of hiring and positioning the brands as “premium”.
On the other hand, and due to a different strategy and the greater number of matches throughout the year, in the Brazilian Championship we had cases of more than 40 brands in a single edition, where the idea of brand recognition is something super important when it comes to gain an increasing market share.
As regulation approaches, I see more and more companies and properties starting to establish themselves within competitions as exclusive and, therefore, blocking spaces for their competitors.
This is the case of the Brasileirão itself, which closed an exclusive contract with Sportingbet and the official CBF agency for the competition. This measure generates greater investments on the part of bookmakers, but, at the same time, positions the brand in a differentiated way within the competition and for the market.
As many of us expect, I believe that betting in Brazil will be regulated in 2022, taking into account the proximity of the election campaign that will start next October.
Brazil is a country the size of a continent and I believe that we will always have good opportunities within the sports market, whether with competitions, clubs, athletes, influencers or any other opportunity or activation.
Fernando Paz
Latam Director for the Copa do Brasil at Klefer Marketing Esportivo
Source: SBC Noticias
