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São Paulo adds Betsul as new shorts sponsor

Hernanes of São Paulo celebrates with teammates after scoring a goal during a match against Botafogo (Photo by Bruna Prado/Getty Images)

Campeonato Brasileiro Série A football club São Paulo has signed a kit sponsorship deal with sports betting company Betsul.

The company will benefit from brand exposure on the back of the club’s men’s and women’s team in a deal that runs until December 2020.

The agreement also covers São Paulo’s basketball team, which will play in the top-tier NBB competition during the 2019-20 season.

Betsul, which is targeted at the South American market, will launch a range of activations and special offers to promote the partnership.

São Paulo’s chief marketing officer João Fernando Rossi said: “Several companies in the (betting) sector have consulted with us in recent months but Betsul was really willing to build a relationship while maintaining social concerns and an innovative mindset.”

The deal begins with the football team’s home match against Fortaleza tomorrow (Saturday).