Moving to significantly expand its LATAM market profile and ambitions, Betfair has outlined securing its Official Partner’ status with CONMEBOL as one of the firm’s most important strategic marketing initiatives in the betting brand’s history.
Announced last week, the partnership – which runs until December 2022 – sees the Betfair brand displayed across CONMEBOL’s flagship Copa Libertadores and Sudamericana tournaments, South America’s most prestigious club competitions.
Undertaking its biggest South American marketing commitment, the Betfair brand will be displayed across syndicated CONMEBOL matchdays played in Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay and Venezuela.
Speaking to SBC, Harry Phillips, Head of Sponsorship at Betfair, commented on the significance of securing the CONMEBOL partner status as Betfair pursues its global growth agenda.
“This partnership with CONMEBOL will form an important part of our global growth strategy,” he said. “With 260 matches running from January to November across both The Copa Libertadores and Copa Sudamericana, the partnership gives us extensive in stadia and broadcast exposure and reach.
“Both competitions are renowned for the passionate fans and performed strongly in consumer research we carried out in the region. By associating our brand with competitions of such calibre and activating the partnership in a way which that engages fans, we hope to improve both our brand awareness and perception in LATAM.”
Betfair recognizes the structural reforms CONMEBOL governance has undertaken to boost the global appeal and reach of its tournaments, whilst further strengthening its member state football development with increased investment.
Acknowledging CONMEBOL’s efforts, Betfair underlines its responsibility as the governing body’s first-ever betting partner by detailing that transparency will lead its marketing directives for South America – a region in which a number of bookmakers have chosen to operate under the radar.
“As with any sponsorship we sign, we always operate in a transparent way,” added Phillips. “Given the scale of this partnership, our intention has always been to activate it in a way that reaches our target audience.
“Betfair already has an established customer base across a number of countries in Latin America and we very much have the ambition to keep expanding and growing our business in the region, especially as more countries move to regulate.
“The CONMEBOL partnership is a testimony to our focus on LATAM and our desire to deliver the best and most relevant proposition to local customers.”