Suaposta rebrands to reposition for Brazil’s new horizons

Brazilian online racebook Suaposta has revealed its new brand identity, as the heritage firm transitions to a new era becoming a sportsbook property of Betsson AB.

Since 2012, Suaposta has operated as Brazil’s sole regulated online wagering platform offering bets on horseracing licensed by The Ministry of Agriculture and Livestock, operating in partnership with Rio Grande do Sul Jockey Club.

Speaking to SBCNoticias, Suaposta Managing Director Andre Gelfi detailed that the rebrand represented the first phase of Suaposta’s new trajectory under the domain of Betsson.

“Suaposta’s new identity reinforces its value proposition aligned with Betsson’s strategy and culture, strengthening our planned goals,” said Gelfi. “The launch of a new brand identity is based on the redefinition of Suaposta and marks the future path of the company.”

Suaposta’s unique position saw a newly refinanced Betsson take-up a 75% stake in the Brazilian legacy racebook, as the Stockholm-listed operator expands its South American footprint beyond saturated European shores.

Underlining the investment, Betsson governance seeks to gain ‘first-mover advantage in South America’s biggest sports market, should the Brazilian government fulfil its long-awaited agenda to reform of the nation’s federal gambling frameworks in 2020.

Preparing for new horizons, Gelfi details that Suaposta has begun to implement structural changes which will see the company migrate to Betsson’s group operating platforms and systems within the coming months.

He added: “We will have many positive updates that we will be communicating throughout the year. The idea is to convey this new message to our customers and bring them closer to Betsson, who, despite being a new player in the Brazilian market, is already a recognized world leader in the online casino and sports betting industry.”

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