Leading British bookmaker bet365 is ramping up their coverage in Brazil by teaming up with one of the biggest sports arenas in the country – the Allianz Parque.
bet365 Sign Stadium Deal With Home Of Brazilian Serie A side Palmeiras
Anyone attending the Allianz Parque stadium, which is home to Serie A football side Palmeiras, can expect to see a lot of bet365 branding with the Stoke-on-Trent based bookmaker signing a sponsorship deal at the venue.
Palmeiras, who have seen World Cup stars like Cafu and Roberto Carlos grace their turf, are currently propping up the Brazilian Serie A table and their Allianz Parque stadium is considered one of the best arenas in South America.
The bet365 deal will see the bookmaker reach many new customers with the venue having a football capacity of 43,713 and that increases to 55,000 for music concerts.
Included in the agreement, which was brokered by Brazilian conglomerate group WTorre, will give bet365 exclusive access to the stadium’s sports betting section, plus media properties all-year-round – which will include music concerts.
In 2025 the Allianz Parque stadium in São Paulo will play host to many music shows that include concerts by Fall Out Boy, Os Paralamas do Sucesso and Natiruts – meaning extended coverage of the bet365 brand that includes their sports betting and online casino platforms.
bet365 Responded To The Deal By Saying
“The partnership with Allianz Parque is a strategic milestone for bet365 in Brazil. We are proud to associate our brand with one of the most modern and vibrant stadiums in Latin America.
“The visibility and engagement generated by this partnership are important in consolidating our presence in the country and promoting responsible gaming while offering the Brazilian public a premium sports betting experience.”
However, the deal won’t see the bet365 logo on the Palmeiras FC football shirts – with Sportingbet remaining the main shirt sponsor of the Serie A side.
bet365 Allianz Parque Agreement Also Includes a VIP Box
In addition to the stadium bet365 branding, the Allianz Parque deal will also give the British bookmaker a VIP box that will allow the firm to entertain customers and clients through the year.
The box will hold up to 36 people and will be available throughout the year for any events being held at the São Paulo arena.
Marcelo Frazão, VP of Entertainment at WTorre said.
“The arrival of bet365 as the new sponsor of Allianz Parque reinforces the arena’s positioning as a space that connects relevant brands to high-impact experiences with the public,”
“This partnership enhances our value delivery both during games and at the major events we host, promoting innovation, entertainment, and responsibility across all fronts.”
Over 2,000 Betting Companies Registered With Brazil’s Regulator
The growth of the sports betting sector in Brazil continues to thrive after it was also reported that over 2,200 companies have signed up with the countries regulator – SPA – for a licence.
That said, it’s also been reported that of these 2,200 betting firms to apply – only 3.5% have so far obtained one.
The value of the betting sector in Brazil is one of the main reasons for the big number of registrations – with the figure estimated to be worth around R$120bn (€18.7bn)
Backing up why bet365 are making a bold move in the South American country to hoover up more of the market share.
With Brazilians expected to see more and more of the successful bet365 ad campaigns that include their casino welcome bonuses, like the ones on show in the UEFA Champions League.
bet365 Already Has A 40% Coverage In Brazil
With bet365 being one of the first betting companies to get a foothold in the country – the SBC Notícias Brazil has said that the bet365 brand already has a 40% of the national GGR – with Betano the other big operator in the region.
In addition to Brazil, bet365 South America domination will continue in other counties that include Peru.
Plus already has a presence in Chile, Argentina, Mexico and Equator – not to mention many US states and a big interest in the online casinos in Canada.
Andy is an experienced betting and gambling journalist with over 20 years industry experience. He brings an excellent knowledge of the world of sports betting and industry gambling news but is mainly regarded as horse racing expert within the betting world.
