Under the deal, which will run for two years and cover the 2023 and 2024 seasons, Betfair will serve as master sponsor of Cruzeiro and benefit from branding placement on the front of players’ shirts.
Betfair will also benefit from branding on the back of the club’s women’s team shirts, as well as on training kit, interview backdrops, in-stadium signage and the team’s official coach.
In addition, Betfair will work with Cruzeiro on a range of fan activities, offering supporters the chance to win a range of prizes such as VIP match tickets.
The deal comes ahead of Cruzeiro’s return to Campeonato Brasileiro Série A, the top league of club football in Brazil, with the team having won promotion in the 2022 season.
“This historic partnership has a lot of strength and huge potential,” Cruzeiro chief executive Gabriel Lima said. “The club is going through a very special moment. Closing with Betfair, one of the giants in its industry, is an important step on Cruzeiro’s way back to its well-deserved prominent position in Brazilian football.”
Betfair International managing director Kimberley Daly added: “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.”
Cruzeiro becomes the latest Brazilian football team to secure a partnership with a gambling operator. In recent weeks, MrJack.bet, Blaze, Parimatch, Esportes da Sorte and Pixbet have all agreed new partnerships.