Online bookmaker Betsson has partnered with Conmebol and is the new sponsor of the Copa América Feminina 2022. The competition will take place between the 8th and 30th of June with 25 matches held in the Colombian cities of Cali, Armenia, and Bucaramanga.
Betsson’s presence in Latin America has expanded considerably in recent years, leveraged by offerings from leading customers in the region. In addition, the company invested in a sports betting structure to serve the continent and improve the players’ experience.
CEO of the Betsson Group values new partnership with Conmebol
For Jesper Svensson, CEO of the Betsson Group, “the reason for sponsoring one of the biggest moments in the 2022 world sports calendar is very simple: Betsson’s commitment to sport and its support for gender equality”.
Last year, the company also sponsored the Copa América Men, won by Argentina. In this edition, the women’s championship will feature promotional and branding actions in the stadiums, opportunities for media exposure, access to images and footage of the championship for branded content, logo in the press scenarios, and activations through Conmebol’s online channels. Betsson will also be the sponsor of the “Official Lineups” content.
“In addition to the exciting potential to increase Betsson brand awareness in the region, we are extremely proud to partner with CONMEBOL as they are exceptionally committed to improving women’s football in South America,” explained Svensson.
“They are members of the UN Global Compact’s Gender Equality program and are the only confederation that requires men’s clubs participating in its tournaments to have two women’s football teams, both at youth and professional level.”
“In addition, the female representation of Conmebol is inspiring, with around 42% of employees, 55% of managers and 18% of female directors. At Betsson we have similar representation with around 40% of our workforce who identify as female.”
Juan Emilio Roa, Commercial and Marketing Director of the Institution, also commented: “Conmebol values Betsson’s support for the Copa América Feminina 2022, one of its main tournaments. This partnership comes from a shared vision between the institution and the company aimed at promoting women’s football in South America”.
Growth of women’s football in Latin America
The Latin American passion for women’s football is growing. In addition to being the continent with the best performance in the 2019 World Cup, the region had the highest growth in television audience (+560% from 2015 to 2019). The 2018 Copa América Feminina in Chile reached a record audience of more than 20 million spectators.
The ten South American countries participating in the championship are: Argentina, Bolivia, Brazil, Colombia, Chile, Ecuador, Paraguay, Peru, Uruguay and Venezuela. The importance of the Copa America increases considerably when considering that it grants places both for the World Cup to be held in 2023 in Australia and New Zealand and for the 2024 Olympic Games in Paris. The Brazilian team is the greatest champion in the history of the Copa America.