(“Bet90”), a fast growing betting operator in the global market, has underlined its South American ambitions by putting pen to paper on a strategic partnership with one of the biggest and most popular football associations in Brazil, the Paulista Football Federation (FPF). Under the terms of the partnership, Bet90 will be visible across all Paulista A1, A2 and Copa Sao Paulo pitchside advertising, and the operator will hold naming and logo rights, man of the match presenting rights, further activation rights in and around the stadium as well as tickets. In addition, the partnership will see the two work together across a range of digital activations and integrations.

The two were brought together by Sportradar’s Ad Products & Technologies unit, who saw the synergy that the company’s Integrity Partner the FPF could develop with Bet90, a client of the company on the Betradar side of the business.

Bet90 director Iosif Galea said: “A company with a growth trajectory like ours is always looking to find the perfect partners to help us enter new markets and enter them with impact. This partnership is absolutely on point and we are delighted our friends at Sportradar could help us put this together. They saw the opportunity and we could not be more excited to become a part of the story of Brazilian football.”

Speaking about this partnership, Dominik Beier, Global Head of Advertising & Sponsorship at Sportradar added: “We are really enjoying working as matchmaker in Sportradar. We have such a strong list of partners, clients and friends in both the betting world and in the sports world and it is truly rewarding to identify which of those will work well together and will help deliver mutual value. The Bet90-FPF partnership is such a great case study and we are in no doubt that the relationship will flourish”.

Betting operators looking to understand how the new Sportradar Ad Products & Technologies unit can help them should contact to get a deeper introduction.