Bet90 partnership shows Brazilian ambition

Bet90, the online gaming operator, has signified its ambitions in Brazil by signing a strategic partnership with one of the country’s leading football associations, the Paulista Football Federation (PFF).

Under the terms of the partnership, Bet90, part of Veltyco Group plc, will be visible across all Paulista A1, A2 and Copa Sao Paulo pitchside advertising, and the operator will hold naming and logo rights, man of the match presenting rights, further activation rights in and around the stadium as well as tickets.

PFF teams include Sao Paulo, Palmeiras, Santos and Cornithians.

In addition, the partnership will see the two work together across a range of digital activations and integrations.

Bet90 director Iosif Galea said: “A company with a growth trajectory like ours is always looking to find the perfect partners to help us enter new markets and enter them with impact.”

The two were brought together by Sportradar’s Ad Products & Technologies unit, who saw the synergy that the company’s Integrity Partner the FPF could develop with Bet90, a client of the company on the Betradar side of the business.

Galea added: “This partnership is absolutely on point and we are delighted our friends at Sportradar could help us put this together. They saw the opportunity and we could not be more excited to become a part of the story of Brazilian football.”

Speaking about this partnership, Dominik Beier, global head of advertising and sponsorship at Sportradar, said: “We are really enjoying working as matchmaker in Sportradar. We have such a strong list of partners, clients and friends in both the betting world and in the sports world and it is truly rewarding to identify which of those will work well together and will help deliver mutual value.

“The Bet90-FPF partnership is such a great case study and we are in no doubt that the relationship will flourish.”

Related article: SBTech links up with bet90, Get Bet