In other countries, the segment is already consolidated; in England, for example, half of the top division clubs have betting brands as master sponsors. However, considering the process of regulating the law, and the vast market, with about 500 specialized websites, the segment appears to be a trend in football sponsorships for years to come.
The enactment of Law 13,756 / 18 on December 12, 2018, changed the reality of sponsorship to football clubs in Brazil. The measure legalized sports betting and allowed industry sites to advertise on club properties and competitions — in the English Premier League, for example, nearly half of the clubs had uniform-stamped betting marks.
In the first year without Caixa Econômica Federal presence in the football market, which was stamping its brand on the shirts of 14 of the 20 Brazil’ Serie A clubs in 2018, the sportsbook segment made a difference in the market and ended last year sponsoring 13 clubs (Avaí, Bahia, Botafogo , CSA, Corinthians, Cruise, with two brands, Flamengo, Fluminense, Fortaleza, Goias, Santos, Sao Paulo and Vasco).
Ibope Repucom's “Sponsor Map of 2019 Series A Club Sponsors” shows that there is a growing trend of this type of partnership in the coming years. There are two reasons: the existence of about 500 websites specialized in betting and visibility in the country and also the process of regulation of the law.
The currently valid sports betting mode is called "fixed odds" when it is defined at the time of betting how much the bettor can win in the event of a hit. In addition, what is collected will be used to pay the prize to the gambler, social security, the National Public Security Fund, education and football clubs.
The Ministry of Finance has a period of one year, renewable for another two, to regulate the activity. It will still be responsible for authorizing and awarding the lotteries. That is, the market can still be expanded and diversified in the coming years, generating more revenue for federal and state governments, gamblers and sports.
Before regulation, Brazilian football handled R$ 4 billion (US$ 985m) a year in bets. In 2019, only seven clubs did not finish the Brasileirão championship sponsored by sports betting companies: Athetico Paranaense, Atletico-MG, Ceará, Chapecoense, Grêmio, Internacional and Palmeiras.
Source: GMB / UOL / Ibope-Repucom
