For some time now, the interest in authentic and exclusive content has led Brazilian clubs to invest in their own TV channels. The goal is to engage fans and increase revenue from club TV channels. In this scenario, sportsbooks have emerged as key partners for clubs.
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. These agreements are accompanied by new contracts signed by clubs with their master sponsors.
As sportsbooks are major partners of Brazilian clubs, these companies help increase contract values through YouTube.
Channel content is monetized through the platform itself, based on monthly view volume and dedicated sponsorships, with specific TV segments generating increased viewership.
In the Brazilian Championship’s Série A, at least five clubs have negotiated the names of their TV channels with their own sponsors. TV Santos, for example, became Santos TV 7K. Fortaleza became TV Leão Cassino Bet, and Sport became TV Sport Betnacional. Palmeiras’ TV is now TV Palmeiras Sportingbet, and Atlético-MG‘s is now GaloTV H2bet.
sportsbooks encourage clubs’ digital content
Santos’ official channel, for example, achieved impressive results in 2025, reaching 117.9 million views, more than 2 million hours watched and 312 thousand new subscribers.
“Santos TV is the voice, image, and soul of Santos. With 7K naming rights, we gain even more strength to innovate. We will expand the production of exclusive content, create unique activations, and explore new ideas to deliver unforgettable experiences for our fans,” said Caio Lacerda, Santos’ Marketing and Business Executive.
According to Nickolas Ribeiro, founder of Grupo Ana Gaming, which owns the brands 7K, a partner of Santos, and Cassino, a sponsor of Fortaleza, the company was born with this digital content DNA.
“Ana Gaming was founded with the purpose of transforming digital entertainment in Brazil, uniting technology, innovation, and customer experience. Leading the naming rights for Santos TV allows us to bring this vision to the world of football, while connecting with millions of fans through quality and captivating content,” he explained.
“Investments in broadcast naming rights have opened up a new revenue stream for clubs and a unique alternative for channels, which maintain content independence.
Our presence stood out in segments, sections, and articles, expanding not only brand exposure but also the opportunity to raise awareness about the market and reinforce the importance of responsible gaming. It’s more than visibility: it’s a way to connect with fans, generate identification, and contribute to a sustainable and transparent sports environment,” concluded Nickolas.