November 19 – Betfair has renewed its partnership with Brazilian Serie A team Cruzeiro until the end of the 2026 season, marking the highest value deal in the history of the Minas Gerais club.
Reports say that the deal is worth 43 million reais ($7.4 million), but that figure could reportedly reach up to 63 million reais ($10.9 million) if Raposa reaches a number of established goals.
The deal includes branding on the men’s team kit, as well as upper back branding on the women’s shirts.
The Betfair logo is also featured on all of the team’s digital media, interview backgrounds and the official club bus, as well as some new deliveries for the men’s team’s shorts and dugout.
Aidan Kilcoyne, Head of Sponsorship at Betfair, said: “Betfair is delighted to continue our partnership with Cruzeiro, a club that has a rich history and a passionate fan base. Over the past two years of partnership, we have built a successful relationship together, always with the aim of delivering unique experiences to fans.”
Pedro Lourenço , majority shareholder of SAF do Cruzeiro, added: “We are very pleased to announce the renewal of the partnership between Cruzeiro and Betfair, a brand of enormous relevance, which has been by our side at important moments in our history.
“In addition to the economic aspect, this renewal represents mutual trust in solid work that benefits Betfair, Cruzeiro and also our fans. Together we will achieve great things and a promising future.”
After 33 games played in the Brazilian Serie A this season, Cruzeiro are ten points off sixth-place São Paulo and look destined to compete in the Copa Sudamericana group stage next season. With only five games left to play and the team stuck in a poor run of form, it will likely miss out on a place in the Libertadores qualifiers next season.
Contact the writer of this story, Harry Ewing, at moc.l1734804195labto1734804195ofdlr1734804195owedi1734804195sni@g1734804195niwe.1734804195yrrah1734804195