Betano nets title sponsorship of Brasileiro Série A

Betano is set to replace Assaí as the title sponsor of Campeonato Brasileiro Série A in a three-year deal.

According to reports, the Confederation of Brazilian Football (CBF) will receive around 80 million Brazilian reais (£12.5m) per season. Assai’s last contract with Serie A was renewed at about $10m per season.

The Kaizen Gaming-owned operator already holds the naming rights of the Brazilian Serie B and the Copa do Brasil – both CBF competitions. 

The bookmaker also sponsored Fluminense, but the agreement has come to an end and the Copa Libertadores champions recently made the decision to partner with Superbet. 

Late last year, Brazil moved to regulate the gambling industry and in particular sports betting after a four-year grey zone. This means that bookmakers will require a Brazilian licence to operate locally.

Set to kick off on April 13, and running until 8 December, Serie A will give the betting company further reach in South America ahead of this major market launch in Brazil.

Last week, Kaizen also announced that Betano is launching in the UK market in partnership with BVGroup.

Betano’s imminent UK launch is now deemed the “latest milestone for the sportsbook, solidifying its global brand presence as the official sponsor of both UEFA Euro 2024 and the CONMEBOL Copa America 2024”.