In the Copa Libertadores, the Brazilian clubs sponsored by betting companies are Botafogo (VBet), Palmeiras (SportingBet), Internacional (Alfa), Fortaleza (Cassino), São Paulo (SuperBet), and Flamengo (Fla.bet/Pixbet). In the Copa Sudamericana, Bahia (Viva Sorte), Grêmio (Alfa), Fluminense (Superbet), Vasco (Betfair), and Atlético-MG (H2Bet) are among the represented teams.
“The appreciation for sponsorships of Brazilian clubs aligns with the current landscape of the entire industry, including the regulation of betting,” said Alexandre Godoy, Sponsorship and Advertising Director at Internacional.
Also showing 100% sponsorship rates are the four teams from Colombia, and three each from Peru, Chile, and Ecuador. In Argentina, another major economic center on the continent and Brazil's main rival, only 3 of the 9 teams that remain in the Libertadores and Sudamericana are sponsored by a betting company.
“It’s a mature and regulated market in several countries, proving a reality of investment in the main leagues of the Americas and the world. Some more, some less, but it demonstrates the importance of this global industry in football,” said Filipe Molon, Commercial Director at Ana Gaming, the company that owns 7k, Vera, and Cassino.
Argentine clubs, in fact, have only recently started signing deals with betting companies. The most recent was the giant River Plate, which last month announced Betano as its new main sponsor.
Figures were not disclosed, but according to Argentine press reports, the annual deal could be worth up to US$6m through mid-2027.
Boca Juniors also receives a similar amount from Betsson, around R$ 40 million (US$7m). Racing, a recent champion of the Copa Sudamericana and the Recopa, also sponsored by Betsson, receives even less — around R$ 12 million (US$2.1m) per year.
The difference compared to the amounts paid to Brazilian clubs is huge. At least 14 clubs in Brazil’s Série A receive more than Boca and River Plate for their main shirt sponsorships. Corinthians, Flamengo, and Palmeiras, for example, each receive over R$ 100 million (US$17.5m) per year from betting sponsors — nearly three times the amount earned by Argentina’s biggest clubs.
“I believe the Brazilian market is five times larger than Argentina’s. This is an indicator that directly impacts the sponsorship value in each country; not to mention that Brazil is already one of the world’s leading markets in this sector, with a massive growth history in recent years,” said Renê Salviano, CEO of Heatmap and a sports marketing expert.
“The difference in investment is currently due to the larger spending by betting companies in Brazil — the hottest market in the global betting world right now — the economic moment of each country, and the size of the populations,” added Fábio Wolff, managing partner at Wolff Sports and a sports marketing specialist.
In Brazil, it's estimated that sponsorship values involving betting companies exceed R$ 1 billion (US$175m) annually. Among the teams competing in the Copa Libertadores, all betting companies are regulated by the federal government to operate in the country. The magazine PLACAR covered this topic in the May edition, issue number 1523, available in print and digital format, with the article “The Two Sides of the Coin.”
“The difference lies in the revenue potential of betting companies in each country. Beyond the larger population and higher average income in Brazil, recent comparisons show that, in Brazil, the percentage of income people are willing to allocate to sports betting and gambling surpasses that of any other country in the world,” analyzes Thiago Freitas, COO of Roc Nation Sports Brazil, the Brazilian branch of the American entertainment company.
Source: GMB
