Superbet has extended its partnership with top-tier Brazilian football club São Paulo. 

The renewed deal will see the Série A side keep Superbet as a main sponsor for an additional four seasons, helping the operator to continue establishing its brand in Brazil’s recently-regulated igaming market. 

Alex Fonseca, Superbet CEO, commented: ​​“It is an honour to be at São Paulo’s side for so long, demonstrating our long-term commitment. 

“We are the first brand in Brazil to participate in such a long-term sponsorship.”

With Superbet to remain as a main sponsor until 2030, the contract between the pair has increased from its initial value as a bonus will be included based on reaching certain targets. São Paulo will receive R52m (£6.98m) per season. 

Speaking at SBC Summit Rio, Fonseca commented on Superbet’s current position in Brazil’s Bets regime, as well as the operator’s perception of the nation’s recently-regulated sector. 

Detailing the main threat to Brazil’s efficiency in regulation, Fonseca stated: “I think the main challenge in our industry is going to be fighting the illegal market. We have seen an unregulated market that is still growing, having somehow easy access to media channels and payment methods.

“This deteriorates our capacity to create a regulated and stronger industry. This is probably the biggest challenge, not just today but for the future. All regulated companies are faced with this challenge to a larger or lesser level.”

The Superbet CEO also suggested that operators in Brazil ought to act responsibly when marketing to the nation’s players, to avoid the chance of a potentially “lethal” advertising ban. 

“The impact could be lethal,” Fonseca added. “We saw in Spain, the ban on all marketing initiatives because operators were marketing very aggressively. We need to consider our message to customers.”

In recent weeks, Superbet announced that it had reached terms to secure a €1.3bn refinancing agreement to accelerate its strategic expansion.

Deal terms were agreed upon by the company’s principal investor, private equity (PE) fund Blackstone and related parties managed by HPS Investment Partners (HPS).

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