Betsson partners with Brazilian soccer team Club Athletico Paranaense

This is part of Betsson’s wider strategy to target the Brazilian market in the coming years.

Betsson has announced its partnership with the Brazilian soccer team Club Athletico Paranaense. The betting brand will become the club’s new kit sponsor for the 2022-23 season. Its logo is already stamped on the lower back of the team shirt.

Club Athletico Paranaense will debut the new uniform in the Libertadores Cup this Thursday where they face Estudiantes. Betsson will also be sponsoring the Paranaense women’s team whose season kicks off on Sunday when they will play Botafogo de Futebol e Regatas.

Athletico’s Commercial, Institutional Relations and Marketing Director, Mauro Holzmann, is excited to have a global brand sponsoring the club. He says: “We are delighted to have Betsson as a sponsor. A company operating worldwide with expansion projects that coincide with Athletico’s goals of becoming a reference in football – we are sure that we will do great projects together.”

Betsson has strong expansion plans for Brazil, having launched a new vertical there in 2021; before this, it bought a 75% stake in Suaposta Racing, a Brazilian racing operator.

Betsson Managing Partner André Gelfi says: “We see a favorable macro context for Brazilian regulation to happen in the short to medium term. The acquisition of Suaposta by Betsson was a way to accelerate the Brazilian market even before regulation.”

Therefore this sponsorship is further evidence of Betsson’s aspirations for the potentially lucrative Brazilian market.

Gelfi continues: “Driven by innovation and sport, the synergy of this partnership is in line with what we seek for Betsson on Brazilian soil, which is to position online betting as a serious and safe entertainment platform. It also serves to further increase our brand recognition in the South region of Brazil.”

Robert Collins

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