Partnership started in 2023 includes new marketing actions with fans until December 2026
Cruzeiro and Betfair announced this Wednesday the renewal of the master sponsorship contract, extending the link until the end of the 2026 season. The agreement, which began in January 2023, was renewed for R$42 million, compared to the previous R$25 million . The information had already been provided by .
The renewal was announced by Maicon, a former player at the club, in a video produced on the “Most Cautious Mountain in Brazil”, Pico da Bandeira, in Serra do Caparaó, in Minas Gerais. The action was designed, produced and carried out by Octagon Latam, a sports marketing agency responsible for managing Betfair’s sports sponsorships.
Maicon was accompanied by the Cruzeirense influencer and part of the Betfair Babi Loud team. “It was a huge challenge, determination is a characteristic I have always had at Cruzeiro and wherever I have been. This helped me a lot when making this climb and made me remember my entire history with Cruzeiro, which was an important part of my career”said the former player.
The former right-back, created by Toca—club’s youth category — also highlighted his time at Cabuloso. “I had a great time with the Cruzeiro team and I have enormous affection for the club, for the fans, for everything they did for me. Therefore, I am very grateful to be asked to participate in an action like this, this partnership between the club and a giant sponsor like Betfair is very cool, this renewal will certainly help a lot in the future of Cruzeiro Esporte Clube”.
Projects with Cruzeiro
Betfair plans to expand strategic projects and consolidate new stages with the Cruzeiro team. According to Aidan Kilcoyne, Head of Sponsorship at Betfair, the renewal bets on the mutual and continued success of the brands in Brazil.
“For Betfair, it is a source of great satisfaction to continue our partnership with Cruzeiro, a club that has a rich history and a passionate fan base. Over these two years of partnership, we have built a successful relationship together, always with the aim of providing unique experiences for fans. We’ve already worked together to create historic activations, from donating our shirt space to thank Nação Azul for their support, to our collaboration with Observatório Racial, as well as incredible experiences that money can’t buy, like taking fans to Rio de Janeiro together with the team”disse Kilcoyne.
The Betfair executive also congratulated the team for its unprecedented qualification for the 2024 Copa Sudamericana final. “Throughout the season, Betfair has been proud to follow each stage of this victorious journey alongside Cruzeiro. We are confident that this final will be another memorable chapter for the club, the fans and our partnership. We will continue to support Cruzeiro on and off the field.”congratulated Aidan.
Pedro Lourenço, majority partner of SAF do Cruzeiro, commented on the renewal. “We are very happy to announce the renewal of the partnership between Cruzeiro and Betfair, a brand of enormous relevance, which has been by our side at important moments in our trajectory. In addition to the financial aspect, this renewal represents mutual trust in solid work that benefits Betfair, Cruzeiro and also our fans. Together, we will achieve great achievements and a promising future.”he highlighted.
The agreement will continue for another 2 years, including master exposure in the men’s team, in addition to the upper back in the women’s team. The Betfair logo is also present on all of Cruzeiro’s digital media, interview backdrops and the team’s official bus, in addition to some new deliveries on the men’s team’s shorts, bench, among others. The company is also the promoter of the Caravana do Cruzeiro, held in cities in the interior of Minas Gerais and will bring new exclusive experiences to the Blue Nation in the coming months.
Actions in the match against Criciúma
Betfair, Cruzeiro’s master sponsor, prepared a special tribute for the fans in the match against Criciúma at Mineirão, in the 33rd round of the Brazilian Championship. Before the match, a mosaic with a flag will be erected to celebrate the fans’ passion for Maior de Minas. In celebration of the renewal and to encourage support for the team, Betfair will offer boosted odds for Cruzeirenses to bet on a Cruzeiro goal in the game and has prepared special prize draws that will take place on social media and at Mineirão. The action and strategy were also the responsibility of Octagon Latam, which will monitor the entire delivery.
