On December 11, 2025, Cruzeiro Basquete, a prominent name in Brazilian basketball, announced a new sponsorship partnership with 1PRA1, a licensed online gambling operator based in Brazil. This strategic one-year alliance will bolster Cruzeiro’s presence in the Novo Basquete Brasil league for the 2025/2026 season.
A Strategic Alliance for Visibility and Engagement
The agreement with 1PRA1 will ensure widespread brand visibility through various interactions with Cruzeiro Basquete. The 1PRA1 logo will be prominently displayed on the back of Cruzeiro Basquete’s official jerseys, beneath the player numbers, ensuring high visibility during games. Additionally, the brand will feature on interview backdrops and courtside banners at home games, further solidifying its presence in the basketball scene.
In the digital realm, this partnership extends to co-branded content on Cruzeiro Basquete’s official social media platforms. This includes collaborative posts and a special content series titled “Jogada 1PRA1,” which will showcase exceptional plays and player-centric content, fostering deeper fan engagement and brand recognition.
Fan-Centered Activations During Games
Beyond visibility, the partnership introduces interactive experiences for fans attending Cruzeiro’s home matches. Notable among these are the “Desafio 1PRA1,” where selected fans participate in interactive challenges during halftime, and the “MVP 1PRA1 BET,” recognizing standout performances in each game. These initiatives aim to integrate the brand more deeply into the fan experience, enhancing engagement and excitement.
Tiago Grecco, Chief Marketing Officer of 1PRA1, expressed enthusiasm about the partnership’s alignment with the brand’s mission. “This partnership with Cruzeiro Basquete aligns with our brand’s mission of investing in projects that involve professional quality and, most importantly, a connection with our fans,” he noted. He further emphasized that the sponsorship could significantly contribute to the club’s development while adding value to the 1PRA1 brand.
Cruzeiro Basquete’s Development
Since its return to prominence in the 2021-2022 season, Cruzeiro Basquete has been on a successful trajectory, securing key titles like the 2023 Brazilian Championship and the 2024 South American Cup. As they embark on their first season in the Novo Basquete Brasil (NBB), following a runner-up finish in the Liga Ouro, the club is poised for further achievements.
Kaká Carone, the general manager of the team, highlighted that 1PRA1 aligns perfectly with the club’s profile for partners—brands that embody professionalism, credibility, and market relevance. “1PRA1 fits perfectly into this profile, adding to our project and believing in the growth of basketball,” he stated. Carone expressed hope for a long-lasting partnership that promises mutual benefits and underscores the importance of responsible entertainment, a core principle in the betting industry.
The promotional and advertising endeavors associated with this agreement will adhere to Brazil’s regulatory standards for gambling and sports betting, emphasizing responsible gambling practices, including age restrictions, deposit controls, and self-exclusion options.
Who is 1PRA1?
1PRA1 is a government-licensed online gambling platform operating from Itajaí, Brazil, with a primary focus on live casinos. Catering mainly to high-stakes gamblers, 1PRA1 distinguishes itself by offering ethical, secure, and top-tier entertainment experiences. In addition to the Cruzeiro Basquete deal, 1PRA1 also sponsors Avaí FC and has a robust influencer campaign, featuring actor and entrepreneur Felipe Titto as its official ambassador. With over 500,000 Instagram followers, the company boasts a strong online presence.
1PRA1 complies with Brazil’s new gambling regulations and promotes responsible gambling through features like deposit control and reality checks. It is a member of the National Association of Games and Lotteries (ANJL), advocating for integrity in the gaming industry.
While the partnership with Cruzeiro marks a significant milestone, some industry observers question the influence of gambling sponsorships in sports. Critics argue that such associations may inadvertently glamorize gambling among younger fans, despite the industry’s regulatory commitments. Proponents, however, maintain that these partnerships provide essential financial support to sports teams, enabling them to thrive and contribute positively to the local economy.
As Cruzeiro Basquete prepares for the upcoming season, their collaboration with 1PRA1 is set to enhance both brands’ profiles, promising innovative fan experiences and reinforcing the importance of responsible gambling in the modern sports landscape.
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