Betano Highlights Localisation and Sponsorship as Key Strategies for Success in Brazil

Betano is positioning itself as a leading contender in Brazil’s online betting market, which is set to officially open on January 1, 2025. Aris Dimarakis, Deputy CEO of Betano, underscores the company’s focus on sponsorship and localisation as crucial elements of its strategy.

Early Entry and Brand Awareness

As Brazil prepares to launch its legal online betting market, operators are competing for early advantages in what is expected to become one of the world’s largest gambling markets. Betano, a subsidiary of Kaizen Gaming, took the lead by being the first company to apply for a licence in May 2024. The company has already established a strong presence through a sponsorship-heavy approach, building brand recognition across Latin America.

Sponsorships Bolster Visibility

Betano has secured high-profile sponsorships, including partnerships with the Copa América football tournament, Brazil’s top-tier football league, and several prominent clubs. Dimarakis emphasised the role of these sponsorships in connecting with local audiences.

“Sponsorships with top sports leagues and clubs are central to Betano’s strategy for building brand awareness and fostering deep connections with local audiences across Latin America,” Dimarakis explained. He highlighted that events like Copa América not only provide continental visibility but also create emotional engagement with fans.

Recent research by H2 Gambling Capital showed Betano capturing a 23% market share in Brazil by September 2024, reflecting the success of its sponsorship efforts.

Corporate Social Responsibility

While focusing on visibility, Betano remains committed to corporate social responsibility (CSR). The company collaborates with reputable partners aligned with its values, ensuring sponsorships contribute to community development and the sports ecosystem’s sustainability.

Localisation as a Competitive Edge

Betano’s localisation strategy aims to resonate with Brazilian culture and values. By collaborating with local influencers, sponsoring iconic clubs such as Clube Atlético Mineiro, and launching community-focused initiatives, Betano seeks to build trust and loyalty.

Initiatives like the “Pink October” campaign for breast cancer awareness and the “Juntos em Campo” programme promoting gender equality exemplify Betano’s community engagement. A dedicated team based in São Paulo further enables the company to adapt to local market dynamics and preferences.

Regulatory Challenges and Opportunities

As excitement builds for the market launch, concerns over strict regulations are growing. Measures such as advertising restrictions and a ban on betting with social welfare funds have been introduced to address social concerns.

Dimarakis believes that while Brazil’s regulation signals significant growth opportunities, overly restrictive policies could hinder the market’s potential. “Finding a balanced regulatory framework will be critical. Overregulation could stifle growth, while supportive policies can create a sustainable, thriving market,” he said.

Betano plans to work closely with regulators to ensure compliance while fostering a fair and transparent gambling environment.