Sporty Group has announced an expansion of its partnership with La Liga, with the aim of increasing engagement with Brazilian football audiences. This comes shortly after Sportybet signed a partnership agreement with the Alagoas Football Federation (FAF) to become the naming-rights sponsor of the Campeonato Alagoano 2026.
The collaboration will focus on initiatives tailored to Brazilian fans, combining La Liga content with local activations and experiences.
Under the agreement, Sportybet will provide access to VIP matchday experiences, behind-the-scenes content, hospitality programmes, official merchandise and campaigns aligned with key fixtures and rivalries.
The partnership also includes betting promotions themed around La Liga matches, designed to integrate football coverage and betting opportunities on Sportybet’s platform.
This development follows a multi-year agreement signed in 2024, in which Sportybet became La Liga’s Official Betting Partner across Africa. Sporty Group stated that the expansion is intended to combine football content, fan experiences and betting services for Brazilian users.
Marc Tarrades, La Liga MD for South America, stated: “Brazil is one of the most vibrant football markets in the world and this partnership brings together two brands that share a deep commitment to the fan experience.”
Currently, in Brazil, digital bank PicPay has applied for a licence to operate in the country’s regulated betting market as part of its revenue diversification strategy. Additionally, BB Gaming has received federal authorisation to operate in Brazil, with a licence valid until 2031.
On 1 January 2025, Brazil officially launched its regulated betting and online gambling market, requiring operators to obtain licences to offer legal sports betting and online gaming services
