Playmaker acquires Brazilian Futmarketing brand, expands its LatAm footprint

Digital sports media company Playmaker Capital Inc. announced Wednesday the expansion of its media ecosystem with the acquisition of Futmarketing, a digital media and marketing group in Brazil, and an editorial consultant to soccer platforms throughout Latin America. Playmaker subsidiary, Futbol Sites, will manage the day-to-day operations of Futmarketing. 

The company acquired 100% of the Brazil-based brand on December 27, 2021, for aggregate consideration of $4.1 million. 

Futmarketing has been one of the top digital sports media companies in the market for more than five years, with a portfolio of social media channels as well as web property, Atenados no Futebol. The company has played a pivotal role in establishing Futbol Sites brand, Bolavip, as the go-to source for soccer news and analysis in Brazil. 

As Playmaker has established in an official statement, “Futmarketing will significantly strengthen Playmaker’s competitive positioning in Brazil, an important market for growth as online sports betting is planned to go live in the region in 2022”.

The Brazil-based company currently operates 82 Facebook fan pages, 22 Facebook groups, 16 Instagram accounts, and one Twitter account that in aggregate attract more than 31 million followers. Among the standout digital platforms is Antenados no Futebol, a wholly-owned Brazilian sports news portal that specializes in Brazilian soccer content. The company also has a partner network of 210 affiliated social media accounts that reach an additional 32 million followers.

In an official press release, Federico Grinberg, CEO of Futbol Sites, spoke about this new integration and said: “We are delighted to welcome Futmarketing and its outstanding team to the Playmaker and Futbol Sites family. Futmarketing guarantees us high-quality standards in terms of editorial production and social media management, as well as an incremental reach that will further strengthen our position as the largest digital sports media group in terms of audience in Latin America."

Ibson Junior, CEO of Futmarketing, added: “I cannot say enough about how happy everyone at Futmarketing is to be joining Playmaker, and building on our partnership with Futbol Sites. We are flattered to become part of the Playmaker and Futbol Sites family and feel confident that there is no better place for us to be right now. We believe in Playmaker, its goals and its purpose, and our team will continue to elevate the Playmaker and Futbol Sites brand platforms to maximize audience reach.”