The largest crowd was recorded on June 20 during the Flamengo 3–1 Chelsea match, when around 10,000 people attended the Fan Zone over the six-hour event. The arena’s simultaneous capacity is 7,000 people.
According to Fábio Ritter, Betano’s Sponsorship Activation Manager in Brazil, initiatives like this one bring fans even closer to the sport:
“Football is made of these moments of togetherness — cheering, suffering, and celebrating your team with friends. Our goal in supporting this event was to promote a space that strengthens fans’ passion for their teams. And based on the match results, we seem to be bringing good luck,” he said.
In addition to the matches, the FIFA Fan Zone — organized by sports marketing agency Effect Sport with support from local authorities and the Rio city government — features live music for every game. So far, fans have enjoyed performances from artists like Dudu Nobre, DJ Marlboro, Arlindinho, and others.
Betano also created interactive booths with fan challenges: the ramp challenge (with odds-based prizes for top scorers), passing challenge, ball control challenge, and the Betano Lounge. All activities were designed to offer fans a unique and engaging experience at the arena.
The event will continue during the Round of 16 with live broadcasts of all Brazilian team matches.
“The Fan Zone has been packed for every game, in a festive, peaceful, and joyful atmosphere. We’re seeing lots of families, tourists from other states, and even foreigners wearing their clubs’ jerseys. This weekend, the Round of 16 kicks off with confirmed participation from Flamengo, Botafogo, and Fluminense — and we expect a full house,” predicts Pedro Rego Monteiro, CEO of Effect Sport. Admission is free, and tickets must be reserved via the Sympla platform here
Kaizen Gaming is one of the world’s leading Game Tech companies. With a strong focus on technology and people, the company continuously evolves the betting experience for millions of customers worldwide, offering fun and responsible sports entertainment.
Kaizen Gaming owns Betano, a premium sports betting and online gaming brand with a solid presence across Europe, the Americas, and Africa. The company has over 2,700 employees globally.
Kaizen Gaming has been recognized as one of the top global players in the sports betting and gaming industry, receiving multiple awards, including a record-breaking seven trophies in a single year at the 2024 EGR Operator Awards, in categories such as "Operator of the Year", "Employer of the Year", "Affiliate Program", "Football Betting Operator", "In-House Product", "Live Betting Operator", and "Mobile Sports Betting Product".
For more information, visit Kaizen Gaming and Betano.
Effect Sport is a full-service sports marketing agency with over 15 years of experience connecting brands and people through the power of sports, delivering innovative and transformative experiences. It works with iconic national and international brands through a multidisciplinary team capable of planning, communicating, and executing authentic and memorable sports-based activations.
The agency has brought its passion and expertise to global brands like the NFL, WSL, CONMEBOL, Gatorade, Miami Dolphins, New England Patriots, Stanley, and Nike.
It has led the NFL’s expansion in Brazil since 2015 and built long-term relationships with organizations such as Team USA (United States Olympic Committee), Red Bull, NBA, FIBA, SLS, and Uber.
Effect Sport operates in areas such as live marketing, digital, branding, sports consulting, commercial representation, property negotiation, and media. Its portfolio of proprietary events includes Rei e Rainha do Mar, Meia Maratona do Cristo, and Grangiro. A pioneer in ESG engagement, the agency has promoted various social impact initiatives since 2008. Learn more at effectsport.com.br | @effectsport
Source: GMB
