According to unofficial values, the annual investment of these companies will exceed R$1 billion (US$ 175m), an increase of more than 25% compared to last year. This is because, in addition to the readjustment in some contracts and all teams being sponsored by these companies, unlike in 2024, the entry of Sportingbet to Palmeiras taking the place of Crefisa, also contributed to this increase.
According to market data, just like Palmeiras, Pixbet, at Flamengo, and Esportes da Sorte, at Corinthians, spend more than R$100 million (US$17.3m) per year on sponsorships.
“Santos is one of the most traditional clubs in Brazil, with a unique, century-old history, full of love and dedication. It has always been an excellent team, producing great players like Pelé and Neymar Jr,” says Marco Túlio, CEO of Ana Gaming.
This trend, by the way, does not belong to Brazil. According to a survey by the Bolavip website, 30% of sponsorships in world football are betting companies – or three out of every 10 clubs, involving more than 200 clubs from the 12 main leagues on the planet (Germany, Argentina, Belgium, Brazil, Spain, France, Holland, England, Italy, Mexico, Portugal and Turkey).
The second segment that appears most on the shirts is that of financial institutions, with half the number of betting companies.
“The regulation separates the wheat from the chaff, ensuring only the presence of serious companies, and creates new opportunities to attract the interest of international operators, consolidating Brazil as one of the most relevant markets in the world in the sector,” adds Leonardo Henrique Roscoe Bessa, consultant to the Federal Council of the OAB and partner at Betlaw, a law firm specialized in the gaming and betting sector.
"Brazilian football has become increasingly professional, bringing in great players and increasing its global visibility. This makes the product attractive to large companies, which will naturally seek to invest in the spectacle. Given this scenario, there is a logical move by clubs to value their brands and, consequently, attract greater revenue for their shirts," points out Bruno Brum, CMO of End to End, an agency that connects fans to their passion and is a hub of solutions and engagement for the sports market.
The increase in brand exposure, the arrival of great stars in Brazilian football, and the restructuring of the commercial and marketing sectors were fundamental for the current scenario to become a trend, and not just something momentary.
"The current scenario is reminiscent of the opening of a large shopping center, with huge competition for space in it, but with uncertainty about which stores will remain in the long term, in the composition of its mix. As has happened in other countries, and in different segments, it is reasonable to think that we will have no more than six houses (betting services) controlling three quarters or four fifths of the total amount spent by Brazilians on sports betting, and so for a few years we will have twenty to thirty people looking for one of these six places, paying for space for their brands an amount that is disproportionate to what they would pay if this market were already consolidated," says Thiago Freitas, COO of Roc Nation Sports Brazil, a North American entertainment company, headed by singer Jay-Z, who manages the careers of hundreds of athletes.
"In the short term, the clubs will benefit from this dispute, seeing their uniforms and other properties overvalued, raising funds never raised with sponsors from any other segment," adds Thiago.
How was it in 2024?
Following the trend of recent years, banks and betting houses were the most responsible for sponsoring the Brazilian Championship in 2024, making up 35 of the total 132 brands that were displayed by the 20 teams in Series A.
According to the Mapa do Patrocínio study, carried out by Ibope Repucom and released this month, companies in the financial sector led the amount, with 20 sponsorships, while bets were present in 18 clubs, with 15 companies.
In relation to betting houses, there was a growth of 25% compared to 2023, when 12 companies in the sector were in uniforms. One of the explanations for this data is the growth in one-off contracts, which jumped from seven in 2023 to 25 in 2024 - an increase of 257%.
"We are placing Internacional at the forefront of the sector, combining data analysis, creativity and high execution power. This is the beginning of an even greater effort by the club to increase our revenues, and with this, become increasingly competitive," says Internacional's president, Alessandro Barcellos.
The highlight was the financial sector (banks, brokers, consortiums, insurance companies, among others), which went from 16 to 20 brands in the last season. Betting houses, in fact, occupy second place in the survey, with 15 companies. Health services round out the top 3, with 13 brands.
Food, with 11, and real estate and construction, with seven, also gained notoriety. Together, the companies accounted for 55% of all sponsors in 2024.
Sponsorships for the Brazilian Championship Series A
-Atlético-MG - H2Bet, 3-year contract worth R$180 million (R$60 million per season, can exceed R$200 million through targets)
- Bahia - Viva Sorte Bet, according to the club, the contract is the largest ever signed in its history. The values ??were not disclosed.
- Botafogo - VBet, 3-year contract worth R$165m / US$28.6m (R$55m / US$9.5m per season)
- Ceará - Esportes da Sorte, 3-year contract worth R$46m / US$8m (R$15.3m / US$2.65m per season)
- Corinthians - Esportes da Sorte, 3-year contract worth R$309m / US$53.5m (R$103m / US$17.8m per season)
- Cruzeiro - Betfair, 2-year contract worth R$84m / US$ 14.5m (R$42m / US$ 7.3m per season)
- Flamengo - Pixbet, 2-year contract worth R$170m / US$29.5m (R$85m / US$14.7m per season)
- Fluminense - Superbet, 3-year contract until 2026 worth R$126m / US$21.8m (R$42m / US$7.3m per season)
- Fortaleza - Cassino.bet, 2-year contract worth R$70m / US$12.15m (R$35m / US$6.05m per season)
- Grêmio - Alfa.Bet, 3-year contract worth R$150m / US$26m (R$50m / US$8.7m per season, the value may vary depending on goals achieved)
- International - Alfa.Bet, 3-year contract worth R R$150m / US$26m (R$50m / US$8.7m per season, the value may vary depending on goals achieved)
- Juventude - Stake, 2-year contract until the end of 2025 worth R$30m / US$5.2m (R$15m / US$2.6m per season)
- Mirassol - Guaraná Poty, it is worth mentioning that there is a betting house present at the front, occupying a kind of second most important position on the Mirassol mantle, 7k. There is no information regarding the value.
- Palmeiras - SportingBet, 3-year contract worth R$300m / US$52m (R$100m / US$17.3m per season and through goals reaching the value of R$170m / US$29.5m)
- Bragantino - Red Bull, the company that owns the club
- Santos - 7k, 2-year contract, could reach R$150 million (US$26m)
- Sport - Betnacional, 2-year contract worth R$44m / US$7.6m (R$22m / US$3.8m per season, with the possibility of increasing through targets)
- São Paulo - Superbet, 3-year contract worth R$156m / US$57m (R$52m / US$9m per season)
- Vasco da Gama - Betfair, 2-year contract ending at the end of 2025 worth R$115m / US$20m (R$65 / US$11.25m in the first season, R$70m / US$12.15m in the second season)
- Vitória - 7k, 3-year contract worth R$60m / US$10.4m (R$20m / US$3.45m per season)
ANNUAL BRAZILIAN SERIES A: R$886.3m / US$150m, with four teams without disclosed values (Bahia, Red Bull Bragantino, Mirassol and Santos)
Source: Radar / Terra / GMB
