Sponsorship and bookmaker earnings for Brazil's A-series football clubs hit $174 million
In the realm of sports clubs, only a couple escape the grasp of betting bookmakers as title sponsors, though they still tap into smaller, less conspicuous areas of team uniforms for their presence. According to iGB, this trend is part of Brazilian football's transition towards professionalism, as costly sponsorship agreements become the norm.
For instance, Corinthians Paulista sealed a three-year arrangement with Esportes da Sorte, worth a whopping 309 million reals or around $54 million. As the market expands, experts speculate that up to six organizations will take the lead – with 20 organizations ready to splurge, especially on sponsorships, to secure prime positions.
Last year, betting companies and banking institutions shared the honors for leading contract deals in the Brazilian Championship. Banks took the reins as title sponsors for 20 clubs, while betting secured backing for 18.
It's essential to acknowledge that betting operators officially embarked on their journey in the country on January 1, with their sites operating under the special domain, bet.br. The license runs for five years, with a maximum of three brands per licensee.
Key players in the thriving market include Betano, sponsor of Série A and B teams, and Sportingbet, which focuses on strengthening bonds with Palmeiras fans through player collaborations. GingaBet and BETesporte are also increasing their regional influence, aiming to capture the zeal of fan favorites like Paysandu and CRB.
As Brazilian football finance relies heavily on betting sponsorships, companies are likely to maintain this trend by cementing multi-year deals and tailoring local partnerships. However, potential regulatory changes and shifting fan sentiments could redefine the landscape in the later part of the decade.
sources:[1] "Betting in Brazil: A deep dive into the burgeoning market." Betting Connections. https://bettingconnections.co.uk/opinion/betting-in-brazil-a-deep-dive-into-the-burgeoning-market/
[2] "Betting Sponsorships in Football Depending on the Region and Before/After Legalization in Brazil." ResearchGate. https://www.researchgate.net/publication/362722489_Betting_Sponsorships_in_Football_Depending_on_the_Region_and_Before/After_Legalization_in_Brazil
[3] "Santos FC signs record-breaking deal with 7K betting firm." Sporting News. https://www.sportingnews.com/br/noticas/santos-fc-7k-contrato-record-aposta-deportes
[4] "Brazilian football clubs to reap benefits from gambling sponsorship ban lift." SportsPro Media. https://www.sportspromedia.com/news/brazilian-football-clubs-to-reap-benefits-from-gambling-sponsorship-ban-lift
[5] "2025 Série B betting sponsorships: The European League of Football's impact on Brazilian football financing." World Football Index. https://worldfootballindex.com/2025-serie-b-betting-sponsorships-the-european-league-of-footballs-impact-on-brazilian-football-financing/
- In the future, more betting operators might step up as title sponsors in Brazilian football, following Corinthians Paulista's lead, as up to six organizations anticipate taking the lead in sponsorships.
- Despite the abundance of betting sponsors in Brazilian football, other areas of team uniforms remain available for less conspicuous presence of sponsors, such as the online sports platform Esportes da Sorte with Corinthians Paulista.
- With the expansion of the market and the normalcy of costly sponsorship agreements in Brazilian football, companies like Betano and Sportingbet have seized opportunities by sponsoring Série A and B teams online or through player collaborations.
- With the recent shift towards online betting in Brazil, sponsorships in various stages of sports, including football, have become increasingly common, as seen with the 7K betting firm's record-breaking deal with Santos FC.
