The agreement provided for a transfer of R$30 million (US$5.2m) to Corinthians over two years, which is equivalent to around R$15 million (US$2.6m) per season.
The amount was added to the club's ambitious financial planning for 2025, which estimated reaching the historic mark of R$212 million (US$36.7m) in revenue from sponsorships.
The “Viva Timão” brand, corresponding to the capitalization product associated with the club, occupied space on the shoulders of the uniform. However, this will be the last week that the identification will be visible on the players' jersey.
The duel against Racing, from Uruguay, for the Copa Sul-Americana, scheduled for Thursday (24), will mark the farewell of visual sponsorship on the black and white uniform.
Product marketing
The company's decision, as found, is based on guidelines from the Superintendence of Private Insurance (Susep). The federal government did not authorize the continued sale of products bearing names linked to clubs, such as “Viva Timão.”
The company previously terminated the same type of contract with São Paulo, ending the “Viva Tricolor” title in the same month.
Furthermore, there is a factor that makes the situation worse: Viva Sorte also operates in the sports betting sector, with the Viva Sorte Bet platform, launched in January 2025.
This action constitutes a conflict of interests with the company Esportes da Sorte, Corinthians’ master sponsor until July 2027. Therefore, keeping the Viva Sorte brand on the uniform would become unfeasible from a contractual and commercial point of view.
The ‘Timão’, in turn, understands that it has legal support. The board of directors is analyzing the possibility of demanding the compensatory fine provided for in the contract, arguing that the early termination of the partnership violates clauses established by mutual agreement.
“The Corinthians board is evaluating the appropriate legal measures,” said a source linked to the club’s management.
With the departure of Viva Sorte, the number of sponsors on the Corinthians men's uniform will be reduced to seven.
As a comparison, the same sponsorship strategy was applied by Viva Sorte with clubs such as Vasco, Santos, Fortaleza, Ceará and Sport.
The company, in fact, holds the naming rights to Vila Belmiro, renamed “Vila Viva Sorte.” Similarly, it maintains master sponsorship with Bahia and also with Goiás, under the betting house banner.
Source: GMB
