Melbet targets Latin America expansion through Copa Sudamericana and Copa Libertadores promotion

International operator Melbet has launched a new cashback promotion centered on Copa Libertadores and Copa Sudamericana, the two leading football tournaments in South America.

The campaign is part of the company’s strategy to engage users in Latin America, leveraging tournament-based betting incentives while also creating a strong opportunity window for the MelBet Partners & Affiliates network, due to a relevant news hook and seasonal interest within the region.

The offer includes weekly cashback of up to 20% on losing bets placed on matches from either tournament. The cashback is issued in the form of a Free Bet and is available to all registered users placing bets starting at $2 with minimum odds of 1.5, regardless of whether the bet wins or loses.

As explained by Melbet, Free Bets are credited at the end of each game week. To participate, users must register or log in on the platform, complete their profiles, verify their phone numbers, and activate the promotion.

Affiliate network sees promotional opportunity

The launch also provides a promotional window for MelBet Partners & Affiliates, with affiliate teams reporting increased seasonal interest across target markets due to tournament coverage and media visibility.

According to the company, the affiliate network expects to benefit from higher engagement rates and click-through rates, as well as increased search demand for terms such as “Libertadores betting” and “Sudamericana free bets.” The emotional engagement around live football events is seen as a contributing factor to the increased traffic.

Affiliate tools are also expected to include tournament-themed creative content and targeted reactivation strategies for dormant user databases.

Regional strategy focused on market expansion

Melbet identified Latin America as a focus region, citing mobile internet expansion, digital payment adoption, and user trust in international platforms as drivers of iGaming growth. The company pointed to Brazil, Chile, Argentina, and Colombia as countries where football's cultural significance is particularly noticeable.

“These tournaments are the South American equivalents of the UEFA Champions League and Europa League,” Melbet said in a statement. “Broadcast reach spans tens of millions of viewers, and fan engagement is extremely high.”

A Melbet spokesperson added: “Our main goal is to transform the industry, provide users with relevant promotions, and show that brands care about their audience. We take a thoughtful approach to designing and localizing our bonus programmes in every GEO.”

The spokesperson continued: “South American football isn’t just a market – it’s a culture with unparalleled engagement. This new cashback programme is a way to support players and give them additional value for taking part in what they truly love.”

Operational changes support expansion

In recent months, the operator has implemented several changes to support regional growth. These include enhancements to payment infrastructure in Chile, Argentina, Colombia, Peru, and Mexico, expanded language options in Spanish and Portuguese, and personalized offers based on user behavior and local preferences.

The company stated that its affiliate and marketing strategies are informed by market-level data and cultural insights, with a goal of tailoring campaigns to individual countries.

The new Copa promotion runs throughout the duration of both tournaments, allowing for scalability over several weeks.

"The company continues to invest in localised campaigns – and most importantly, MelBet Partners & Affiliates approaches this with deep analysis and a clear understanding of the interests, habits, and characteristics of players – not just across the region, but in each individual market," the company added.