Brazilian soccer club Atlético Mineiro has confirmed a new sponsorship deal with lottery operator Intralot, which has Keno Minas as one of its main products. The association includes a personalized gaming platform for team fans, and activations in the digital area.

“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,” said Sergio Alvarenga, president of the Intralot Council of Brazil.

Intralot signed an agreement with the Minas Gerais State Lottery back in 2008, while the country’s subsidiary, Intralot Brasil, started running the Lotería Mineira in 2010, with the launch of Keno Minas. The association then paved the way for the launch of Multplix, Minas 5, Totolot, Totogol and Speed ​​Race.

The Sponsorship Manager of Atlético Mineiro, Pedro Melo, highlighted the capacity and strength of the club’s digital area, 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.”

Last week, the club also announced a new deal with online sports betting firm Betsul, which is set to operate throughout 2021 and will see the brand’s logo on the back of the team’s shorts.

“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,” said Melo. “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.”

In addition to the initial investment, fans will receive benefits every time they deposit on the site, through the links published by the team on its official channels.