Through SocialBlade, news outlet ge analyzed the YouTube TV channels of all 20 clubs in the Brazilian 2025 Série A. Together, they have more than 23 million subscribers and four billion views. Flamengo, Corinthians, Palmeiras, São Paulo, and Santos have the largest channels on the platform.
The growth of these platforms reinforces their role as a new source of revenue, which includes monetization via YouTube, sponsorships, and even the sale of naming rights.
The naming rights agreements are accompanied by new contracts signed by clubs with their main partners, amplifying contract values. On YouTube, channels are monetized through the platform itself, based on monthly view counts, as well as through dedicated sponsorships, with specific shows that generate higher audiences.
In the Série A of the Brazilian Championship, at least five clubs have negotiated the naming of their TVs with sponsors. Santos TV, for example, became Santos TV 7K. At Fortaleza, it became TV Leão Cassino Bet, and at Sport, TV Sport Betnacional. Palmeiras’ channel is TV Palmeiras Sportingbet, while Atlético-MG’s is GaloTV H2bet.
“Ana Gaming was born with the purpose of transforming digital entertainment in Brazil, combining technology, innovation, and customer experience. Leading the naming rights of Santos TV allows us to bring this vision into the football world, while at the same time connecting us with millions of fans through high-quality, engaging content,” said Nickolas Ribeiro, founder of Grupo Ana Gaming, which owns the brands 7K (Santos) and Cassino (Fortaleza).
“Investments in naming rights for broadcasts have opened up a new revenue stream for clubs and an unprecedented alternative for the channels, which maintain independence in their content. Our presence has stood out in shows, sections, and features, expanding not only brand exposure but also the opportunity to bring knowledge about the market and reinforce the importance of responsible gaming. It’s more than visibility: it’s a way to get closer to the fans, generate identification, and contribute to a sustainable and transparent sports environment,” concluded Nickolas.
Santos TV achieved impressive results this year, reaching 117.9 million views in 2025. In total, there were more than 2 million hours watched and 312,000 new subscribers, consolidating a total of 1.6 million followers on the platform. It ranks third in the country, with a total of 485 million views across 9,300 published videos. The club relies on exclusive content to bring fans closer.
“Santos TV is the voice, image, and soul of Santos. It’s where history is told in the fans’ language, from inside the famous backstage, with unique content that brings supporters even closer to the club. A benchmark among club TVs worldwide, it’s a strategic asset that strengthens the brand and creates genuine connection. With 7K in the naming rights, we gain even more strength to innovate. We’ll expand the production of exclusive content, create differentiated activations, and explore new ideas to deliver unforgettable experiences to our fans,” said Caio Lacerda, Santos’ marketing and business executive.
In Brazil’s Northeast, Fortaleza and Sport stand out for the production offered to the public. Leão do Pici has a dedicated team for TV Leão Cassino Bet, focusing on daily content production. The team has invested heavily in live broadcasts of youth tournaments, women’s football, and professional men’s futsal, believing this strategy is fundamental to expanding reach, strengthening engagement with different audiences, and promoting sports in their various categories.
Meanwhile, the ‘rubro-negro’ team has recently acquired audiovisual equipment such as higher-quality cameras, new lenses, and accessories to improve its exclusive team’s delivery. The club’s TV revenue is growing, whether through sponsorships or partnerships. Fan engagement is even higher than the subscriber count. Currently, the channel has 218,000 subscribers and about one million monthly views.
Sports marketing specialist Renê Salviano believes a club’s TV channel represents a property with enormous potential, capable of creating a genuine connection with both fans and brands. For him, exclusive content is only the starting point, and there’s room for companies from different sectors to find ways to communicate with fans and offer their products.
“I believe this is a trend that will only grow in the coming years, along with the professionalization of Brazilian sports, as long as clubs continue treating this expansion as an investment, not an expense. Five years ago, we weren’t even close to what exists today, and this is the result of the way management has treated these channels—bringing in not only skilled professionals and producing creative content but also investing in top-tier equipment and studios,” he said.
“In addition, they are learning how to leverage audience and engagement with exclusive sections involving journalism and entertainment, bringing a new type of audience to these platforms. All of this sparks unprecedented attention from viewers and creates a direct bond with fans,” he highlighted.
Source: ge
