Everton secure first Colombian commercial partner with Rushbet.co

Friday, 18 December, 2020 10comments  |  Jump to last

Everton FC have further expanded their international partnership portfolio by signing up Colombia's Rushbet.co in their first commercial deal in the South American country.

The multi-year agreement will see the gaming brand become Everton's ‘Official Betting Partner in Colombia'.

Everton's players will feature in a new Rushbet.co TV advertising campaign, set to run across all of Colombia's major broadcast channels in the first quarter of 2021.

The partnership sees Everton continue to build on the club's growing profile in South America, most notably in Colombia, with national heroes James Rodriguez and Yerry Mina key players in the Toffees' squad.

Rushbet.co branding will be visible across the club's online platforms on matchdays, in line with age and territory restrictions, and the company will have access to imagery of the Everton squad in their commercial matchday creative assets. The company's branding will appear on the Everton website, which is also available in Spanish.

Founded in 2018, Rushbet.co offices heads are in Bogota – where Everton famously lit up the Colpatria Tower, the tallest building in Colombia, in blue with the number 19 to celebrate James Rodriguez's arrival at the Club.

Everton fever has since gripped Colombia with an upsurge in sales of merchandise, significant media interest in the club, record audiences for Premier League fixtures, an exponential increase in website traffic on a weekly basis and a rush to follow the club's recently launched Spanish-language social media channel (@EvertonESP).

Alan McTavish, Commercial Director at Everton, said: “Our new deal with Rush Street Interactive Colombia and its brand, which includes the club featuring in a national television advertising campaign, shows the significant inroads we have made in South America and is part of our wider international growth strategy. Rushbet.co is a new but dynamic and ambitious brand with lots of potential for growth. This new partnership will offer even more visibility to Everton in Colombia and allow us to work together to deliver maximum exposure, while offering an official betting service to our growing fanbase in South America.”

The Rushbet.co gaming platform covers all European and South American football leagues, cycling – which is extremely popular in Colombia - basketball, volleyball, tennis, NFL as well as a wide array of Online casino games. Owned by Rush Street Interactive (RSI), Rushbet.co makes RSI the first US-based company to open a online gaming website in Colombia and South America.


Reader Comments (10)

Note: the following content is not moderated or vetted by the site owners at the time of submission. Comments are the responsibility of the poster. Disclaimer

John Keating
1 Posted 18/12/2020 at 15:10:42
I thought the Club bailed out of Sportpesa in part because we did not wanted to be associated with betting
We wanted to be seen as a more family, community, social acceptable type Club?
Brian Williams
2 Posted 18/12/2020 at 15:31:22
It was either Rusbet.co or Tootnsnort.co.
I think the commercial people chose wisely.
Patrick McFarlane
3 Posted 18/12/2020 at 15:35:01
John #1
It's a difficult one, many fans and probably some of the club's leaders may want to be seen as socially responsible and may baulk at the thought of being associated with a company whose main reason for existence is to make money from those willing to part with their hard-earned in order to win against the odds.

Unfortunately, the real world affords clubs like Everton few opportunities to both raise its profile and increase its earnings. At the end of the day, gambling is legal in most parts of the world, as are many other commercial operations which some would see as less than wholesome.

Phil (Kelsall) Roberts
4 Posted 18/12/2020 at 17:06:14
Everton's Yerry Mina has been fined £10,000 and warned as to his future conduct after admitting breaching Football Association betting rules. Mina, 24, appeared in a TV advert for Colombian betting company Betjuego.


Mina's mitigating factors:
- The advert was entirely in Spanish
- It was not broadcast outside of Colombia and was removed as soon as
Mina realised he had broken betting rules
- Mina did not profit from the advert - his fee was donated to the Yerry
Mina Foundation
- He admitted the charge at the earliest opportunity and apologised for his

Hope we remind James and Yerry about this.

Brian Williams
5 Posted 18/12/2020 at 18:35:01
And yet Mourinho's betting advert still appears on UK tv.
How the hell is that allowed, still can't understand it.
Eddie Dunn
6 Posted 19/12/2020 at 10:02:45
It's a sad world.
Mike Owen
7 Posted 21/12/2020 at 09:36:24
Very disappointed to read we have yet another tie-up with a betting company.
Why? To make money? There are plenty of other types of companies, in Colombia and anywhere else, to have commercial partnerships with.
Surely some contradiction here with the ethos of Everton in the Community.
Frank Wade
8 Posted 21/12/2020 at 11:10:37
Very disappointing as Mike and others have said. This deal does not correspond with the promoted EitC 'ethos' of the club. Alliances between betting companies and clubs are allowed and yet Mina was fined for his advert. How can that make sense.

I hope they don't end up with an advert on a shirt sleeve. I never purchased anything with Sportpesa on it and was relieved when they were dropped.

Robert Tressell
9 Posted 21/12/2020 at 15:56:45
On a vaguely related note (financial) just noticed that Lille are in a mess (financial backers pylling the plug and forcing a sale) and French football generally (covid and TV rights).

It may be that this improves the value of the already good value of French market. Although right to work in UK could be about to get v complicated.

Kind of worrying too. Paul the Esk highlights our own fragile finances periodically. Covid-19 must be hurting generally here too. And how long will the TV deals keep the gravy train going?

I'll be happier once work starts on the new stadium.

Kieran Kinsella
10 Posted 21/12/2020 at 23:33:24
I guess it's a step up from a tie-in with the Cali cartel but not in keeping with the clubs supposed ethos.

Add Your Comments

In order to post a comment, you need to be logged in as a registered user of the site.

» Log in now

Or Sign up as a ToffeeWeb Member — it's free, takes just a few minutes and will allow you to post your comments on articles and Talking Points submissions across the site.

About these ads