The contract between the parties is valid for three years, with a total fixed investment of R$ 180 million (US$30m), plus bonuses for goals achieved, which could exceed R$ 200 million (US$32.5m).
The online sports betting company will feature its brand on the most prominent area of the alvinegra shirt starting in 2025, as well as on training shirts and the women's football team shirts.
"It is a great source of pride to be part of Galo's history. It has always been H2's desire to be on the shirt of a major football club, and our relationship goes beyond sponsorship and investment. We want to help Galo continue to grow stronger, live the passion of the Atleticana fan with each game, and show that H2's way is different," says Ueltom Lima, CEO of the H2 Group.
With this new agreement, Galo now has one of the most valuable shirts in Brazilian football, and the largest sponsorship in the history of football in Minas Gerais.
"It is with great satisfaction that we announce this agreement with H2bet. It will be a successful partnership, crucial for us to have an even stronger squad in the coming seasons. H2 chose Galo because of the special passion the Atlético fans have for the club, and this makes us very proud," says Galo's CEO, Bruno Muzzi.
"H2bet is a serious and solid company, with pillars of responsible gaming and sports integrity, and has an organizational culture similar to Atlético's," Muzzi adds.
The Journey of the H2 Club Group
The H2 Group was founded nearly two decades ago to operate legal gaming and focuses on following and proposing the best compliance practices. With pioneering spirit, professionalism, and credibility, the H2 Group led the legalization of poker in Brazil, an activity that is now recognized as a mind sport.
The H2 Group has established itself as the largest company in the country in this segment, with physical locations in São Paulo, Curitiba, and Campinas, in addition to a strong online poker operation.
At the end of 2022, the H2 Group launched H2bet, its sports betting and online gaming operation. H2bet has already paid the concession fee and deposited the guarantee fund required by the Federal Government, making it eligible to continue operating in the regulated market in 2025.
H2bet stands out for its strong digital presence and close relationship with Meta and Google, having been considered the fastest-growing online gaming brand month by month.
From the beginning, H2bet followed all the guidelines of the Prize and Betting Secretariat of the Ministry of Finance (SPA/MF) in the market regulation process in the country. H2bet has always implemented a series of internal rules and workflows, including transaction monitoring, promoting responsible gaming, and best corporate governance practices.
This vision of providing entertainment in a responsible, secure, and innovative way is also the guiding principle for choosing ambassadors. H2bet is a sponsor of left-back Marcelo "Twelve" Vieira (M12) and hosts Igão and Mítico from Podpah. Earlier this year, H2bet was the official sponsor of the Eurocup broadcast on CazéTV.
Impact for 'Galo' and the sports market
The contract with H2bet not only strengthens Atlético-MG's financial health, but also reinforces the attractiveness of the Brazilian sports market for new sponsors. The bookmaker, which until now focused its operations on poker, is now using football as a brand expansion strategy, positioning itself among the giants of the sector.
The biggest sponsorships in Brazilian football in 2025
The R$60 million (US$10m) contract puts Atlético-MG in a prominent position among the biggest sponsorships in Brazilian football, reinforcing the club's importance on the national scene.
The biggest club sponsorships in Brazil 2025:
- Flamengo (Pixbet): R$105 million/year (US$17.2m)
- Corinthians (Esportes da Sorte): R$103 million/year (US$17m)
- Palmeiras (Crefisa): R$81 million/year (US$13.3m) (can reach R$120 million/US$19,7m with bonuses)
- Atlético-MG (H2bet): R$60 million/year (US$10m)
- São Paulo (Superbet): R$52 million/year (US$8.5m) (can reach R$75 million/ US$12.3m with bonuses)
- Vasco (Betfair): R$50 million/year (US$8.2m) (can reach R$74 million/US$12.2m with bonuses)
The list highlights the strength of bookmakers in sports sponsorship, consolidating them as major supporters of Brazilian football.
Source: Exame
