Betano expands its presence in Brazilian soccer, as it already holds the naming rights to the second-tier league Serie B, and to the Copa do Brasil cup competition. It is also the main sponsor of Serie A outfit Atletico Mineiro.

The deal marks a significant revenue uplift for the Brazilian Football Confederation (CBF), which previously earned 50 million reais (US$9.96 million) per season from its partnership with Assai.

They were also a shirt sponsor of Fluminense but the Copa Libertadores champions recently decided to partner with Superbet. As a consequence, Betano only sponsor Belo Horizonte-based Atletico Mineiro in Serie A.

Betting operators represent 68% of top-tier sponsors in Brazil’s first three divisions. Banks come in second place with just 15%.