Betano and Betfair are broadening their role as sports betting sponsors in Argentina and Brazil's soccer scene.
Sports betting companies Betano and Betfair have revealed their plans to support numerous soccer clubs and competitions in Argentina and Brazil. These advertising partnerships are part of a trend in which gambling companies dominate the sponsorship landscape.
Betano sponsors numerous soccer events in Argentina and Brazil
Kaizen Gaming, the owner of the Betano brand, will sponsor the Argentine Football League, which will now be known as the Torneo Betano [article in English]. Claudio Tapia, President of the Argentine Football League, praised the new agreement:
"The Liga Profesional de Fútbol is undeniably one of the most popular and well-known sports competitions in Argentina. [...] This partnership with Betano strengthens our vision and underscores the widespread appeal of Argentine soccer. - Claudio Tapia, President of the Argentine Football League, source: iGaming Business"
In addition to the Argentine Football League, Betano will also sponsor the Copa América and the Euro Championship in Germany. These two competitions are expected to draw billions of viewers simultaneously and will be held for the first time concurrently.
Since April 2024, Betano has also been the title sponsor of the Brazilian Serie A, and previously supported the second-tier Serie B and the Supercopa Feminina, Brazil's women's league.
Betfair sponsors Vasco da Gama
Betano isn't the only company eager to establish its presence in the thriving Brazilian sports betting market. Betfair recently announced its support for Vasco da Gama, a respected team in the Brazilian top-tier football division. Betfair's logo will be displayed on Vasco da Gama's chest until 2025. The players donned their new jerseys for the first time at the beginning of last weekend [article in English].
Controversy over sports betting advertising in soccer
Advertising deals between sports betting companies and soccer clubs have become a significant source of revenue. However, the promotion of gambling content in sports is not without controversy. The British advertising regulator has urged moderation in gambling advertising during Euro 2024, while in Germany there's been a heated discussion about a potential complete ban on advertising sports betting.
Liberalizing the market in Argentina and Brazil
Despite some controversy, the presence of sports betting advertising is beloved by Argentinian and Brazilian teams to financially prepare and retain home-grown talent in the domestic leagues. However, gambling is still a contentious topic in these countries. While Argentina has already regulated the gambling industry, Brazil is making significant strides toward regulation, with a timeline for its completion.
However, Brazil still faces the challenge of combating match-fixing. The government aims to implement a real-time control system to monitor sports betting and protect players. It will be intriguing to see how both countries' gambling markets evolve, as sports betting companies' investments may contribute to a more popular offering.
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Source: www.onlinecasinosdeutschland.com
