Superbet is negotiating to become the main sponsor of São Paulo from 2024. The contract would yield up to 52 million reais per year for Tricolor Paulista, and could last up to 4 years.
The logo of the bookmaker, leader in European markets such as Romania and other countries, would be inserted in the noblest part of the São Paulo team’s uniform, in the central front and back.
In addition to men’s football, the agreement between Superbet and São Paulo would also include the club’s men’s basketball and women’s football.
The betting company is willing to make a historic investment, as it understands that São Paulo can offer significant media returns and visibility from next year onwards.
With the unprecedented victory of the Copa do Brasil, the São Paulo club is qualified directly for the group stage of the Copa Libertadores, which further increases the brand’s exposure.
Current partner, Sportsbet.io has the preference to cover the proposal
Currently, the space is occupied by another company in the sports betting sector, Sportsbet.io. The current partner has preference to match the proposal offered and continue sponsoring the team.
The link between Sportsbet.io and São Paulo extends until the end of 2024; If Superbet replaces the brand, it will need to pay the fine stipulated in the breach of contract clause.
Superbet and entry into the Brazilian market
The significant proposal to sign with one of the most successful teams in Brazilian football demonstrates Superbet’s clear intention to make history upon entering the country.
It is worth noting that one of Superbet’s largest shareholders is an English investment fund called Blackstone. The company has, under its management, a value of more than 1 trillion dollars.
In Brazil, the bookmaker is led by Alexandre Fonseca, an executive with extensive experience in the Brazilian market.
Fonseca was the director responsible for closing relevant contracts for Betano in Brazilian football, such as master contracts with traditional clubs such as Fluminense and Atlético Mineiro.
Furthermore, he worked for the bookmaker to acquire the naming rights for the Copa do Brasil and Series B of the Brazilian Championship.
Now, at the head of Superbet, he is already facing the first challenge of trying to place the betting company among the main ones, in a market as competitive as the Brazilian one.
