Despite the imminent start of the football season in Brazil, Flamengo and Corinthians already have reasons to celebrate in 2024. Both of the country’s most popular clubs see their coffers reinforced thanks to sponsorship agreements with sports betting websites.
PixBet, previously sponsoring Flamengo in a smaller area of the shirt, will now become the main sponsor, displacing the BRB bank with a contract worth R$170 million for two years.
Meanwhile, Corinthians secured the biggest contract in the history of Brazilian football, closing a three-year R$360 million deal with Vaidebet, replacing Neo Química, which paid R$27 million annually.
However, other clubs are also attracting the interest of companies in the sector, as is the case with Santos. The club will compete in Série B of the Brasileirão, but could sign the biggest master sponsorship in its history.
This aggressiveness in betting site sponsorships is no coincidence. With the growing excitment among fans, this market recently received regulations approved by Congress and sanctioned by President Lula last year.
Law and taxes for entering the sports betting market
Although the law was enacted mainly to define taxation and require websites to pay R$30 million to operate, providing greater revenue, the regulation also offers legal security to companies.
“The lack of national legislation generated uncertainty for companies in the period before the sanction of this law, even with the market already heated”, highlighted Darwin Henrique da Silva Filho, CEO of Esporte da Sorte, in an interview with Pipeline.
The company is one of the bookmakers that invests the most in advertising in the country. Personalities such as singer Beto Jamaica, influencer Carlinhos Maia and former player Bebeto as poster boys.
Despite the benefits, some in the sector view large investments in advertising with caution. Marcos Sabiá, CEO of Galera.bet, notes that the negotiated values are becoming inflated due to the fierce competition in this segment.
