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Sportsbet.io adds Flamengo to football portfolio

Campeonato Brasileiro Série A football club Flamengo has agreed a partnership with sports betting brand Sportsbet.io.

The one-year agreement makes Sportsbet.io the digital partnership sponsor of the Rio de Janeiro-based club.

Sportsbet.io branding will be present at the club’s training ground, the Ninho do Urubu, and digital advertising across social channels.

The agreement will include add-ons dependent on new player registrations. Sportsbet.io customers and Flamengo supporters will also enjoy exclusive promotions.

Joe McCallum, director of sportsbook at Sportsbet.io, said: “Flamengo is one of the biggest names in Brazilian football and as a forward-looking, global club, it was the perfect match for Sportsbet.io.

“Brazilian football fans are among the most passionate in the world, and that makes this partnership another important milestone for us, both in Brazil and beyond.”

Sportsbet.io has been ramping up its marketing efforts in recent months. The deal with Flamengo follows Sportsbet.io’s signing of former Brazil international Denílson as a brand ambassador earlier this year.

Sportsbet.io last month announced a three-year, front-of-shirt sponsorship agreement with English Premier League team Watford, as part of its ‘Know No Borders’ campaign.

In January, Fortaleza became the first Série A team to strike a sponsorship deal with an online betting company following changes in legislation. Fortaleza agreed a one-year deal granting NetBet branding rights on the club’s front-of-shirt.

Brazil’s outgoing president, Michel Temer, in December ratified legislation that paved the way for the National Congress to implement sports betting regulations for the first time.

The bill formalised plans for the distribution of revenue raised through the country’s national lottery, Loterias Caixa, and set out a two-year timeframe in which Congress can develop and pass sports betting controls.