SBC News Voice of the Sports Betting Industry
Betfair has renewed its partnership with Brazilian Serie A team Cruzeiro until the end of the 2026 season.
The extended deal with the Belo Horizonte-based club has been valued at approximately 43 million reais at the current dollar exchange rate, but the figure could reportedly reach up to 63 million reais if Raposa reaches the established goals.
This is the highest value deal in the history of the Minas Gerais club , which received 25 million reais through the association in the first two seasons of 2023 and 2024.
Aidan Kilcoyne, Head of Sponsorship at Betfair, commented: “Betfair is delighted to continue our partnership with Cruzeiro, a club that has a rich history and a passionate fan base. Over the past two years of partnership, we have built a successful relationship together, always with the aim of delivering unique experiences to fans.”
The deal includes the branding on the men’s team kit, as well as upper back branding on the women’s shirts.
The Betfair logo is also featured on all of the team’s digital media, interview backgrounds and the official club bus, as well as some new deliveries for the men’s team’s shorts and dugout.
Pedro Lourenço , majority shareholder of SAF do Cruzeiro, added: “We are very pleased to announce the renewal of the partnership between Cruzeiro and Betfair, a brand of enormous relevance, which has been by our side at important moments in our history. In addition to the economic aspect, this renewal represents mutual trust in solid work that benefits Betfair, Cruzeiro and also our fans. Together we will achieve great things and a promising future.”
In this context, the renewal was commemorated in a video produced directly from the “Most Cautious Mountain in Brazil”, Pico da Bandeira, in Serra do Caparaó, in Minas Gerais.
Maicon, a former player for the club between 2001 and 2004 and who also played for the Brazilian national team, was invited to announce the renewal at the highest point of Minas Gerais.
