Shortly after Brazilian club Flamengo won the Copa Libertadores final in thrilling fashion last November. SBC Magazine spoke with the Coingaming Group CEO Tim Heath to discuss the Flamengo sponsorship, the disruptive power of cryptocurrencies and the operator’s next steps in the region.
BETRICH recently announced a shirt sponsorship with Flamengo. What was the thinking behind this, and how has it been performing so far?
Brazil has been an important market for us for some time. We had already been working with sporting ambassadors in the Coingaming market, including World Cup winning footballer Denilsonand and MMA fighter Erik Silva, but we wanted to ramp things up.
We initially signed a digital partnership with Flamengo, but it soon became clear that there was more value to be had with a shirt sponsorship.
Our shirt sponsorship of Premier League team Watford has been a big success, so we jumped at the opportunity to put the BETRICH logo on the shoulder blade of Flamengo shirts.
The first game of the sponsorship was Flamengo’s 5-0 Copa Libertadores semi-final victory over Gremio, so it couldn’t have been timed better.
The following morning, images of celebrating players – and the BETRICH logo were on the front pages of newspapers across Brazil.
How important a region is Latin America for the Coingaming Group?
Brazil has quickly emerged as one of our key markets, but the region as a whole is also showing encouraging signs of growth.
Argentina is another interesting territory.
Sportsbet.io recently partnered with one of the country’s leading football teams, Rosario Central to help develop and sponsor a free match-day app for the club’s fans.