Online betting and gaming operator Superbet has become the official sponsor of one of Brazil’s most popular football clubs, São Paulo FC.
Superbet replaces Sportsbet.io as the club’s sponsor for the next three years, ahead of the start of the Campeonato Brasileiro Série A in April.
“We are announcing a super partner, which is Superbet,” said São Paulo FC’s executive director of marketing Eduardo Toni. “A global giant, who understood the importance of São Paulo to introduce its brand to the national market. This also shows that we are working in the right direction, internationalizing the brand, bringing another company from abroad to our master sponsorship.”
Superbet CEO Alexandre Fonseca commented: “I would like to start by thanking São Paulo, Eduardo Toni and their entire team, who worked tirelessly to carry out this sponsorship.
“When we at Superbet decided to enter the Brazilian market, we thought of different ways to do it, but among hundreds of clubs in Brazil, there is only one super champion, a club that is the champion of everything, which is why São Paulo was the natural choice.”
São Paulo is one of the most successful teams in Brazil with 22 state titles and is one of two clubs to have never been relegated from the top division.
The sponsorship deal coincides with the recent appointment of Josh Hayes as Superbet’s new head of commercial for Brazil.
Hayes spent more than seven years at Flutter Entertainment, most recently serving as senior commercial manager for Betfair Brazil & Italy.
“Extremely excited to start this new position at Superbet during such an important period of the company’s growth phase,” said Hayes. “Those who know me will know Brazil holds a special place in my heart since I began working on the region back in 2018. Delighted to be able to continue working on this rewarding and interesting market, especially during this exciting period as we (finally!) head towards regulation.
“As a new brand in Brazil, there will be a different set of challenges at Superbet but I’m looking forward to helping drive the business and brand forward.”