SBC News Voice of the Sports Betting Industry
Sporty Group has officially acquired Nosso Futebol, a Brazilian channel which has agreements with pay-TV operators such as Sky and Claro TV.
The owner of the SportyBet betting platform, Sporty Group is a London-headquartered entertainment platform which focuses heavily on the African continent.
The acquisition marks an important milestone in further expanding its reach in South America, particularly Brazil where the country’s newly launched betting market continues to grow and develop.
As the new owner of Nosso Futebol, Sport Group will in effect become the broadcaster of over 400 live matches per year. This continues the group’s focus on live sports and engagement in the country, following on from a deal with Sportradar and WSC Sports last year.
Elias Gallego, Vice President of Business Development and Media Marketing at Sporty Group, stated: “Sporty Group’s acquisition of Nosso Futebol demonstrates our mission to support the passion for football by producing premium products that bring fans closer to the games they love.”
Notably, Nosso Futebol’s is the broadcast home of the Brazilian Championship Series C, whilst it also shows Bundesliga games and regional women’s football tournaments, among others.
“Brazil is home to a rapidly growing sports ecosystem, and we see significant opportunities to enhance the viewing experience and develop a larger audience, while building a future-oriented property for the market,” Gallego continued.
Expanding the ecosystem
The company will now develop further offerings for Nosso Futebol, but emphasised that it will continue to operate as a Brazilian football channel but placing greater emphasis on new ways of content creation and distribution.
“I couldn’t be more proud of what the Nosso Futebol team has achieved so far, but I’ve always believed that for Nosso Futebol to truly thrive, it needed to be part of a larger ecosystem,” added Bruno Rocha, Founder of Nosso Futebol.
“Sporty Group has built a remarkable international sports and entertainment platform and from my first conversation with their team, I knew they would be the ideal people to lead the next chapter of Nosso Futebol.”
As stated above, Africa remains a key target market for Sporty Group. The company has been expanding its media and betting coverage beyond football on the continent, having partnered with BETER to utilise the firm’s table tennis and esports products, for example.
It has also underpinned its African ambitions with marketing efforts. A notable regional partner is Premier League club Manchester City, which launched a regional partnership with SportyBet covering Africa back in 2023.
