bet365 significantly boosts brand exposure with top Brazil stadium

bet365 has announced a sponsorship deal with Allianz Parque, one of the main sports arenas in Brazil and home to Serie A side Palmeiras.

The deal, brokered by WTorre, allows the British bookmaker to exclusively occupy the sports betting segment in the stadium’s media properties, guaranteeing visibility throughout the year.

A bet365 spokesperson said: “The partnership with Allianz Parque is a strategic milestone for bet365 in Brazil. We are proud to associate our brand with one of the most modern and vibrant stadiums in Latin America. 

“The visibility and engagement generated by this partnership are important in consolidating our presence in the country and promoting responsible gaming while offering the Brazilian public a premium sports betting experience.”

The operator also emphasised that the partnership will allow for new activation opportunities throughout 2025. Meanwhile, a bet365 VIP box will host 36 people, with access to matches and exclusive events.

“The arrival of bet365 as the new sponsor of Allianz Parque reinforces the arena’s positioning as a space that connects relevant brands to high-impact experiences with the public,” added Marcelo Frazão, VP of Entertainment at WTorre.

“This partnership enhances our value delivery both during games and at the major events we host, promoting innovation, entertainment, and responsibility across all fronts.”

Bet365 is the club’s latest sporting partner, but it is not the only one, with Palmeiras seemingly keen to cash in on Brazil’s rapidly developing betting sector. Sportingbet remains the main sponsor for Palmeiras’ men’s and women’s team, appearing on the front of the shirts.

Bet365 standing out in Brazil

Competition in the Brazilian market continues to increase since its launch at the start of the year. Over 2,200 companies have registered with the country’s regulator, the SPA, and applied for a licence, although only 3.5% of these have secured this. 

The overall value of the sector explains this extensive interest, with the value of the national market estimated at around R$120bn (€18.7bn) bet365 seems keen to acquire more market share in the country, including by applying its tried-and-tested sports marketing strategy, as seen by deals with the likes of the UEFA Champions League, to the Brazilian market.

The firm was amongst the first wave of betting brands to make its move into the country. It has recently been described as an ‘early winner’, and according to SBC Notícias Brazil, bet365, the brand controlled roughly 40% of national GGR in 2024, alongside Betano.

The operator now continues to push its pan-American profile, with it being only in October that it announced its official launch in Peru. It is also active across Mexico, Equator, Chile, and Argentina, as well as several US states and in Ontario, Canada.