Betfair signs front-of-shirt sponsorship with Brazilian football club Cruzeiro


Betfair has been named as the major sponsor of newly promoted Brazilian football club Cruzeiro. The agreement signed is for the master sponsorship of the men’s team and also includes an important space for brand exposure on the women’s uniform on the back, at the top.

“This historic partnership is the size of Cruzeiro. It has a lot of strength, a huge potential. The club is going through a very special moment. With serious and professional work, we are recovering the fans’ trust, which is fundamental for us. Closing with Betfair, one of the giants in its segment, is an important step on Cruzeiro’s way back to its well-deserved prominent position in Brazilian football”, said Gabriel Lima, CEO of the club.

The contract model is innovative, based on the culture of cooperation and provides for deliveries that go beyond the properties on the shirts. A series of activities will be aimed directly at the 10 million fans that make up Nação Azul, such as raffles and prizes for VIP tickets and official products, exclusive promotions and unique experiences with the participation of Raposa talent.

Betfair also guarantees brand exposure in all Cruzeiro digital media, training uniforms, interview backdrops, prism in the stadium, logo on the team bus and launch of a customized program of club legends.

Kimberley Daly, managing director of Betfair International, stated: “We are very excited about this partnership, as we will have the opportunity to support Cruzeiro at a special and important moment in its 100+ year history. This partnership is a demonstration of Betfair’s commitment and investment in the club’s professional men’s and women’s teams, without losing focus on what is most precious to Cruzeiro: the fans. With Betfair, the game is different, and we put fans at the center of everything we do to bring them experiences that only Betfair can offer.”