Atlético Mineiro, a Brazilian soccer club, has announced a new sponsorship deal with lottery operator Intralot which has Keno Minas as one of its key products. The association includes a custom gaming platform for team fans, and digital area activations.
Sergio Alvarenga, president of the Intralot Council of Brazil said: “This association model with Atlético is innovative in this country, both for the generation of new resources for the club and the Lotería Mineira, and for the benefits and prizes for the fans.”
Back in 2008, Intralot signed an agreement with the Minas Gerais State Lottery, while the country’s subsidiary, Intralot Brasil, began running the Lotería Mineira in 2010, with Keno Minas launch. The association then paved the way for Multplix, Minas 5, Totolot, Totogol and Speed Race to take off.
Atlético Mineiro’s sponsorship manager, Pedro Melo, has emphasised the capacity and strength of the digital area of the club, saying: “Atlético has been doing a remarkable job on social networks, with a very positive number of engagement, which makes it a very interesting channel to interact with fans. Intralot noticed this and that’s why it is now our partner in the digital universe.”
The club also announced last week a new deal with online sports betting company Betsul, which is set to run throughout 2021 and will see the brand’s logo on the back of the team’s shorts.
Melo said: “Even in such a difficult scenario due to the COVID-19 pandemic, Atlético has shown the strength of the brand and has obtained another important sponsorship.
“Betsul decided to support the team at an important moment for the club and we count on the participation of our fans to activate this association.”
Fans will receive benefits each time they deposit on the site , in addition to the initial investment, through the links published by the team on its official channels.