Betsson signs Zé Roberto as brand ambassador in LatAm sponsorship boost

Betsson Group has announced its latest sponsorship foray in Latin American football, entering into a partnership with Zé Roberto.

The Stockholm-listed betting group has signed a three-year agreement with the former Brazil international, which will cover the licensing of global player images across its brands. 

Additionally, Roberto will take on the role of ‘Betsson Ambassador’, whilst social media content will also be created centred around the ex-Real Madrid and Bayern Munich midfielder. 

“Zé Roberto is the best strategic partner we could think of to represent and increase the notoriety of our brand in Brazil,” said Andrea Rossi, Commercial Director for Southern Europe and Latin America at Betsson Group.

“At the same time, considering that he is known worldwide, we negotiated a global and multi-brand agreement, which allows the Betsson Group to use Zé Roberto’s prestige to promote our brands globally.”

Additionally, Roberto will also conduct face-to-face activities such as events, photo sheets and meet and greets with fans, whilst marking the commencement of the partnership with a YouTube Shorts video release on the Betsson Brazil channel – ‘Multiverse of Zé Roberto’.

An established operator in the Latin American betting and gaming sector, Betsson has pursued brand recognition and visibility in the region via an extensive sports marketing strategy. 

Earlier this month the Swedish firm signed a partnership with pan-American football governing body CONMEBOL, becoming the exclusive sportsbook partner of this year’s CONMEBOL Copa América Femenina.

Additional activations in South America have included agreements with Chilean Primera División club Colo Colo, the Rio Grande de Sul state championship Campeonato Gauchão and the Pernambuco Football Federation (FPF), the football authority of Brazil’s Pernambuco region.