After 1xBET buy the naming rights of several competitions of other sports in Brazil, it's time for the Brasileirão: SportingBet and CBF negotiated the Naming Rights of the Campeonato Brasileiro Série B, which was renamed Brasileirão SportingBet - Serie B.
Never before has a major division of the Brazilian championship gone through changes in its name, which demonstrates the size of the investment that the SportingBet been doing in the national market.
A SportingBet is a sportsbook and online casino that belonged to a group of British businessmen, and therefore has its headquarters in London, being also legalized in the United Kingdom.
It was founded in 1997, but sold to the GVC Holdings group in 2012. Since then, the brand has already closed several partnerships, mainly in the football market.
In addition to the Brasileirão Série B, the SportingBet sponsors clubs PAOK FC and CFR Cluj, clubs that are among the top competitors in the Greek league and the Romanian league.
For the first time in history the SportingBet acquires the naming rights of a major championship like the Brasileirão Série B.
Why did the CBF negotiate the Naming Rights of the Brasileirão Série B with the SportingBet?
The Campeonato Brasiliero Série B has gained a lot of power in recent years. In addition to new broadcasters starting to broadcast the games, many historic clubs in the country such as Grêmio, Cruzeiro, Vasco and Náutico are going through complicated phases.
Even so, fans continue to follow their clubs and believe in a short-term improvement. This makes the league's profitability greater and its reach and engagement power on the internet greater and attracts the eyes of foreign investors.
Already SportingBet sees the Brazilian public with great eyes. We are crazy about competition and passionate about football: the main features for bookmakers.
Many Brazilian clubs have already closed partnerships with other houses and the market is disputed. Probably the acquisition of naming rights was not in the initial plans of SportingBet since this is the first time that they proceed with an operation of this profile.
When the partnership between SportingBet and CBF comes into effect?
In fact, the partnership has been in effect since April 8 and is expected to last until the end of 2024 – with the possibility of renewals and the competition keeping its name.
The lawn signs, the balls, the banners… Everything is already adapted and the Brasileirão SportingBet – Série B had its debut under the new name.
Apparently, this partnership will be beneficial for the league and also for the bookmaker, which has already seen full houses in the first round, as in the game between Bahia x Cruzeiro.
Conclusion
A SportingBet and CBF entered into a partnership regarding the naming rights of the Campeonato Brasileiro – Série B. The tournament was renamed “Brasileirão SportingBet – Série B” and the debut of the championship has already provided the new name.
The partnership brings visibility to the bookmaker in Brazilian territory. Despite its tradition in the international market, SportingBet is not among the favorite and most used platforms among Brazilians.
With this change, it is very likely that this name will be more present in the minds of fans.
Copywriter and content creator. Literature student, passionate about sports, e-sports and any competitive activities.
