You’re sure to bet on Belo Horizonte’s Central Market! Completing 95 years of history next Saturday (07), the miners’ heritage will be sponsored by KTO. The company will assume the naming rights of the space.
Among the sports betting and online gaming platforms in Brazil, KTO was connected to the Market by the Heatmap Agency. This partnership will result in the enterprise’s name being adjusted to “Mercado Central KTO”.
This is the first naming rights for markets of its kind in the country. The commercial agreement was created with the aim of enhancing the tradition of the shopping center, which is the largest in Latin America, in addition to reinforcing the importance of the Central Market for the culture and tradition of Minas Gerais.
Ricardo Campos Vasconcelos, President Director of Central Market, celebrated: “With a management case where the traditional and contemporary are in harmony, being a management and governance model for other markets throughout Brazil, Central Market is now launching the naming rights for the institution with KTO, the first partnership of its kind in the world.
Voted the 3rd best market in the world and the 1st in Brazil, we celebrate this moment by kicking off the centenary in 2029.”
KTO’s arrival at the Central Market comes in line with the investments that the betting company has already made with several Minas Gerais players. Investing increasingly in Minas Gerais, the company is a strong supporter of the state’s content creators.
Recently, it became a sponsor of the Minas Tênis Clube basketball and volleyball teams.
Details of the partnership between the market and KTO
Cássio Filter, Brazil Country Manager, highlighted: “KTO is immensely proud to be able to contribute to the preservation and enhancement of one of Belo Horizonte’s great heritages. This movement only further reaffirms our commitment to Minas Gerais and the people from Minas Gerais.”
In addition to naming rights, the partnership with Central Market will guarantee KTO access to other commercial properties, as well as segment exclusivity, publications on the shopping center’s social networks, priority in holding events and applying the brand to signage.
Rene Salviano, CEO of Heatmap, stated: “I’m sure it will be a very successful partnership with many good things. Because if there’s good stuff, it’s on the market.”
