DOM 21 DE ABRIL DE 2024 - 18:58hs.
Replacing Betano

Fluminense signs master sponsorship with Superbet for US$10.4m per year, fourth largest in Brazil

After a long period of courtship and legal details being agreed, Fluminense has a new master sponsor for the coming seasons: bookmaker Superbet. The company will replace Betano, which occupied the main space on the ‘Tricolor’ uniform for the last three years. The exchange will be made official in the coming days. Betano will make its last appearance in uniform against Alianza Lima, this week.

Thus, the match between Alianza Lima and Fluminense, this Wednesday (3), in Lima, Peru, will mark Betano's farewell. The new sponsor will pay R$52 million (US$ 10.4m) per year over a three-year contract, the fourth highest amount in Brazilian football along with São Paulo.

Superbet's debut in the Fluminense uniform will be against Colo-Colo, on April 9th, the first clash at Maracanã since the partnership was closed.

Betano sent financial adjustment proposals, but the values did not reach what Fluminense considered ideal. Superbet offered higher values than the current sponsor and other competitors that were also vying for space.

The negotiations were led by president Mário Bittencourt and Fluminense's commercial department.

People interviewed by the report guarantee that the exchange took place with respect between the companies. In fact, Betano is preparing a farewell commercial material, remembering the achievements and years of sponsorship with Fluminense.

The report contacted Superbet and Betano, who preferred not to comment on the matter. Fluminense will not speak out either.

Fluminense saw the current link with Betano as outdated after the regulation of betting houses in Brazil. With the decree in force, there was more legal security for investment and the understanding is that the contract had values below the market average.

In addition to being the current champion of the Conmebol Libertadores and Recopa Sul-Americana, Fluminense has the advantage of competing in the Super Club World Cup in 2025 and the presence of internationally renowned players, such as left-back Marcelo.

With the new contract with Fluminense, Superbet presents itself as the holder of two of the four most expensive bookmaker sponsorships in Brazilian football. In addition to the contract with Fluminense, Superbet prints the most noble space on São Paulo's uniform, in a contract for the same values as Flu, R$52 million.

Corinthians (R$120 million / US$ 24m), with Vai de Bet, and Flamengo (R$85 million / US$ 17m), with Pixbet, are the other two most expensive sponsorships in the sports betting sector. Palmeiras (R$81 million / US$ 16m) completes the TOP 5, with Crefisa.

In a recent exclusive interview with GMB, Alexandre Fonseca, CEO Brazil at Superbet, stated that the company is taking big steps towards becoming the number one bookmaker in Brazil.

According to him, there is a lot of strategy about the directions to follow in this regard and that many new things would come to achieve the promised goal.

“Other important sponsorships will come. Today we have the naming rights for the Cearense, Baiano, Sergipano and Capixaba championships. And, obviously, we still have a strategy to be developed in the national championships that will start very soon,” he told GMB.

Source: GMB / ge