Betfair agrees sponsorship with Brazilian soccer team Cruzeiro
This comprehensive deal will encompass the team’s digital assets, interview backdrops and more.
Betfair has agreed to become the ‘master sponsor’ of the Brazilian Série A soccer team Cruzeiro with a two-year contract. This deal means the gambling operator will now have more prime space for the men’s team jersey, as well as ownership of the women’s team uniform.
The deal further includes Betfair obtaining all of the club’s digital assets and other merchandising rights, including training uniforms, interview backdrops, a prism in the stadium, logos on the team bus and the launch of a customized program featuring club legends.
The timing of this partnership is significant as Cruzeiro returns to Brazil’s top-flight league after three seasons. Brazilian footballing legend Ronaldo bought his former club early last year and has overseen its successful promotion.
Cruzeiro CEO Gabriel Lima commented: “This is a historic partnership with Cruzeiro. It has a lot of strength, a huge potential. The club is going through a very special moment. With serious and professional work, we are recovering the fans’ trust, which is fundamental for us.
“Closing with Betfair, one of the giants in its segment, is an important step on Cruzeiro’s way back to its well-deserved prominent position in Brazilian football.”
The contract model between Betfair and the soccer club is innovative and provides for more than just the adverts on jerseys and control of their distribution. Other special events will include raffles and prizes for VIP tickets and official products, exclusive promotions and local Raposa talent providing entertainment.
Betfair International Managing Director Kimberley Daly commented: “We’re very excited about this partnership, as we will have the opportunity to support Cruzeiro in a special and important moment in its history.
“This partnership is a demonstration of Betfair’s commitment and investment in the club’s professional men’s and women’s teams, without losing focus on what is most precious to Cruzeiro: the fans.”
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