Betsson Group signs three-year global partnership with former-Brazil ace Zé Roberto

Betsson Group has announced it has signed a three-year marketing and brand ambassador deal with former-Brazilian footballer Zé Roberto.

The player, who won 84 caps for the Brazilian national team will represent the Malta-headquartered operators entire portfolio of brands, becoming a ‘Betsson Ambassador’.

This includes social media posts, and face-to-face activities such as events, photo shoots, meet and greets with fans, among other activities.

Betsson Group southern Europe and Latam commercial director Andrea Rossi cited the Brazilian as the “best strategic partner” to increase Betsson’s notoriety in Brazil.

“At the same time, considering that he is known worldwide, we negotiated a global and multi-brand agreement, which allows the Betsson Group to use Zé Roberto’s prestige to promote our brands globally,” he added.

The former Real Madrid full-back played in two World Cups for his country, as well as a Champions League Final for Bayer Leverkusen and won four Bundesliga titles at Bayern Munich.

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Brazil legalised sports betting in December 2018, however progress in getting the regulated market up and running has been slow due to the impact of the Covid-19 pandemic, which has caused catastrophic damage to Brazil’s infrastructure. Betsson has a presence in the market through Suaposta, a Brazilian horseracing operator in which the firm purchased a 75% stake in December 2019.

Betsson, having been regional sponsor for the men’s Copa América in 2021, inked a deal to become the exclusive sportbook partner of the women’s iteration earlier this month.