- Superbet has announced a sponsorship deal with Brazilian soccer team Sao Paulo FC.
- Additionally, the company has announced the appointment of Josh Hayes as commercial director for Brazil.
- The sponsorship deal will begin with the start of the Campeonato Brasileiro Série A in April.
Superbet, an online focused gaming operator, has recently secured a significant sponsorship deal with São Paulo FC, one of Brazil’s most prestigious football clubs. This partnership, which replaces Sportsbet.io as the club’s main sponsor, marks a significant milestone for both entities and is set to span the next three years, coinciding with the start of the Campeonato Brasileiro Série A in April.
Eduardo Toni, São Paulo FC’s executive director of marketing, expressed his enthusiasm about the partnership, stating, “We are announcing a super partner, which is Superbet. A global giant, who understood the importance of São Paulo to introduce its brand to the national market. This also shows that we are working in the right direction, internationalizing the brand, bringing another company from abroad to our master sponsorship.”
Superbet’s CEO, Alexandre Fonseca, also shared his thoughts on the new sponsorship, noting, “I would like to start by thanking São Paulo, Eduardo Toni, and their entire team, who worked tirelessly to carry out this sponsorship. When we at Superbet decided to enter the Brazilian market, we thought of different ways to do it, but among hundreds of clubs in Brazil, there is only one super champion, a club that is the champion of everything, which is why São Paulo was the natural choice.”
São Paulo FC, renowned for its impressive track record with 22 state titles, has the distinction of being one of the two clubs never to have been relegated from the top division. This prestigious history makes it an ideal partner for Superbet, aligning with the brand’s ethos of excellence and achievement.
This sponsorship deal aligns with another strategic move by Superbet – the appointment of Josh Hayes as the new head of commercial for Brazil. Hayes brings a wealth of experience to this role, having spent over seven years at Flutter Entertainment, most recently as the senior commercial manager for Betfair Brazil & Italy.
Commenting on his new position, Hayes said, “Extremely excited to start this new position at Superbet during such an important period of the company’s growth phase. Those who know me will know Brazil holds a special place in my heart since I began working on the region back in 2018. Delighted to be able to continue working on this rewarding and interesting market, especially during this exciting period as we (finally!) head towards regulation. As a new brand in Brazil, there will be a different set of challenges at Superbet, but I’m looking forward to helping drive the business and brand forward.”
Superbet’s investment in São Paulo FC and the hiring of Hayes signify a major commitment to the Brazilian market, marking an exciting phase of growth and opportunity in a region that is increasingly significant in the global sports and betting landscape.