Bet365 Sign Sponsorship Deal With Allianz Parque In Brazil
Leading British bookmaker bet365 is significantly enhancing its presence in Brazil through a strategic partnership with Allianz Parque, one of the country’s premier sports venues.
## bet365 Signs Landmark Sponsorship Deal with Allianz Parque
Attendees at Allianz Parque, the home ground of Brazilian Serie A club Palmeiras, will soon be greeted by prominent bet365 branding. This sponsorship deal, brokered with Brazilian conglomerate WTorre, positions bet365 to attract a wider audience in a country where sports enthusiasm runs deep.
Palmeiras, renowned for hosting stars like Cafu and Roberto Carlos, currently faces challenges in the Serie A, but Allianz Parque remains a top-tier stadium in South America, boasting a capacity of 43,713 for football matches and up to 55,000 for concerts.
The deal includes exclusive rights for bet365 to operate in the stadium’s sports betting section and to utilize media properties year-round, encompassing major events such as music concerts. In 2025, Allianz Parque is scheduled to host big-name performances including Fall Out Boy, Os Paralamas do Sucesso, and Natiruts, ensuring sustained visibility for bet365’s sports betting and online casino offerings.
### Strategic Insights from bet365
In response to this opportunity, a spokesperson from bet365 stated, “This partnership with Allianz Parque signifies a strategic milestone for our brand in Brazil. We are excited to align with one of Latin America’s most modern and vibrant stadiums. The visibility and engagement generated through this collaboration are crucial for cementing our presence and promoting responsible gaming while delivering a premium sports betting experience to the Brazilian public.”
However, it’s important to note that the bet365 logo will not feature on Palmeiras FC jerseys, as Sportingbet remains the club’s primary shirt sponsor.
## bet365’s Exclusive Access: The VIP Box Experience
In addition to stadium branding, the agreement grants bet365 access to a VIP box that can accommodate up to 36 guests throughout the year. This facility will enable the bookmaker to engage with clients and customers during various events at the São Paulo arena, enhancing their customer experience.
Marcelo Frazão, VP of Entertainment at WTorre, commented on the partnership, stating, “The presence of bet365 as our new sponsor solidifies Allianz Parque’s reputation as a venue that connects prominent brands with impactful experiences for the public. This collaboration enriches our value proposition during games and major events, focusing on innovation, entertainment, and responsibility.”
## Expanding Landscape: Betting Regulation in Brazil
As the Brazilian sports betting market grows, over 2,000 companies have registered with the national regulator, SPA, for licensing. However, only approximately 3.5% of those applications have been approved so far. The Brazilian betting sector’s estimated value of R$120 billion (€18.7 billion) highlights the immense market potential, driving entities like bet365 to secure a competitive advantage.
Brazilian customers can anticipate increased exposure to bet365’s successful advertising campaigns, including enticing casino welcome bonuses akin to offerings seen during the UEFA Champions League.
## bet365’s Growing Market Share in Brazil
Bet365’s strategic initiatives have already led to a substantial 40% market share of the national Gross Gaming Revenue (GGR), making it one of the frontrunners in Brazil. As outlined by SBC Notícias Brazil, Betano also holds significant operations in the region.
Beyond Brazil, bet365 is solidifying its influence across South America, with ongoing operations in Peru, Chile, Argentina, Mexico, and Ecuador—alongside a notable presence in various U.S. states and increasing investment in the Canadian online casino market.
This strategic expansion underscores bet365’s commitment to becoming a leading force in the South American gambling sector, positioning itself to capitalize on emerging opportunities in an evolving market landscape.
