Football club in Brazil readies homegrown betting service
In a groundbreaking move, Flamengo is eyeing a lucrative betting partnership that could shake up Brazil's football landscape. The proposal, if accepted, would require the club to sign a licensing agreement with the current title sponsor, Pixbet operator. This venture, dubbed Flabet, is set to expand beyond games of the "parent" team, offering bets on a multitude of games, tournaments, and sports.
This venture could generate an estimated 82.5 million reals (approximately $15 million) for Flamengo, provided the launch is successful within the next four years. If all goes according to plan, this would mark the first instance of sports betting in the country's history.
The rise of betting sponsorships in Brazilian football has been significant, particularly after the recent 2023 legalization of fixed-odds betting. This regulatory framework has paved the way for partnerships between clubs and gambling operators, flooding the industry with unparalleled financial inflows. In Série B alone, an astounding 70% of clubs are sponsored by betting companies.
Notable examples include Botafogo-SP, which inked a deal with HanzBet, anticipating a 40% revenue boost in 2025. Vila Nova and Paysandu, too, have partnered with GingaBet. The entire Série B was even given a new title by Superbet, with the aim of boosting the football ecosystem.
The revenue growth from betting sponsorships has become the largest investment source in Brazilian football, enabling Série B clubs to secure multi-year deals. The betting market in Brazil reached a staggering R$30 billion (€4.6B) in Q1 2025, testifying to the sector's economic might.
Before the 2023 reforms, clubs faced difficulties attracting sponsors due to regulatory uncertainties. However, the surge in partnerships, particularly in Série B, can be attributed to its cost-effectiveness compared to top-tier Serie A. Notable examples include São Paulo FC's R$1B deal with Superbet (extending up to 2030) and Santos' R$105M agreement with 7K.
The reliance on betting sponsorships has multiple implications. It provides crucial funding for infrastructure, squad upgrades, and youth development for clubs. It also helps smaller clubs retain talent, thereby narrowing the gap between them and wealthier teams. However, it also introduces risks associated with future policy changes or shifts in public perception.
In a broader context, this trend reflects the globalization of sports financing, with Brazil emerging as the third-largest global betting market. Clubs' proactive engagement with regulated gambling operators is driving this growth.
- If successful, Flamengo's venture, named Flabet, could generate an estimated 82.5 million reals (approximately $15 million) over the next four years, marking a significant financial boost for the club.
- The betting partnership that Flamengo is pursuing could revolutionize Brazil's football landscape, potentially bringing sports betting to the country for the first time.
- The rise of betting sponsorships in Brazilian football has been evident, with about 70% of Série B clubs currently sponsored by betting companies, like Botafogo-SP with HanzBet, Vila Nova and Paysandu with GingaBet, and the entire Série B being titled by Superbet.
- The reliance on betting sponsorships has become a major investment source in Brazilian football, enabling smaller clubs to secure multi-year deals and upgrade their infrastructure, squads, and youth development programs, while also introducing risks related to future policy changes or shifts in public perception.
