iGaming companies are entering Brazil on a large scale and, as soon as the final regulations regarding this activity are drawn up (scheduled to come into force in 2021), they will be able to legally enter the Brazilian market fully.Brazil is considered a country with great potential in the area of sports betting and iGaming companies are taking this very seriously.
Not only has the sports betting sector grown. Visits to online casino pages are also increasing rapidly, especially in the area of slot machines.
Slots, the name used in the virtual world, are the protagonists of these platforms due to their ease of play and public reputation, whether you want to play the demo version (no money is involved) or try your luck at the Becomes jackpot. . As a result, more and more companies are expanding their reach to Brazilian customers and using advertising to gain market share.
football sponsorship
One of the marketing objectives of these companies is clearly focused on football. This is one of the favorite areas not only for bettors, but also in the world of sports betting.
One of the biggest examples occurs in the English Premier League, where the majority of teams are sponsored by betting operators.
France, Portugal, Italy and other European countries have seen an increase in the contribution of these platforms to direct sponsorship, indicating that this is a global trend that transcends borders.
When you arrive in Brazil, there are many national clubs that are already sponsored by bookmakers. Currently, more than 20 clubs from Series A and B can be nominated. However, they also appear in Football Series C.
In 2020, more than 14 of the 20 Serie A clubs received sponsorship from iGaming companies, either as master sponsorship or through their kits. Flamengo, Atlético Mineiro, Vasco, Corinthians, Santos, Botafogo, Grêmio, São Paulo, Bahia, Fortaleza, Coritiba, Ceará, Red Bull Bragantino and Sport.
Although the value is generally not disclosed, there is no doubt that the value reaches millions, especially for the teams with the biggest fans.
Although the amount paid will be much lower than the TV slots each club is entitled to, it will be a significant help in concluding financial arrangements for football clubs. In most cases, teams go through great difficulties mainly due to the lack of revenue from stadiums.
As mentioned earlier, football has a huge impact on sports betting. Therefore, online platforms are looking to invest more and more in this sport, and not only that, but also in big stars as official ambassadors.
Thanks to this, the field is increasingly growing to include table games like poker, as many athletes are fans of this game.
Among the ambassadors of iGaming companies we can mention Rivaldo, Gabigol, Douglas Costa, Geromel, Ronaldo Fenômeno, Ronaldinho Gaúcho, Felipe Melo and many other famous people from the world of football. Stars from other sports will also participate, such as Rodrigo Minotauro, from MMA, Taisa Daher, from volleyball, and Falcão, from futsal.
The role of a digital influencer
These companies' marketing doesn't just focus on famous athletes. iGaming companies are also investing in other great options in the digital universe, such as partnerships to create licensed products with well-known brands and leveraging exposure from well-known digital influencers.
They create content, communicate with their followers through social media and express their opinions. This is a new way of communicating, and many of these influencers are sponsored by companies interested in promoting their products.
This strategy produces excellent results because these individuals have the power to influence their followers in their choices. This type of strategy costs much less than other types of sponsorship and ultimately provides considerable benefits to the parties involved.
However, it is clear that you must be careful when choosing a digital influencer, as they need to have real knowledge about the sport they are going to talk about.
He needs to inspire confidence in his followers. You can't just be a fan. Knowledge, justice and especially social responsibility are fundamental ingredients for influencers to be successful and build win-win relationships with brands.