Bookmakers’ master sponsorship contracts soared, mainly for three giant clubs in Brazil at the beginning of the year: Corinthians, Flamengo and São Paulo.
The combined value of these sponsorships practically tripled, jumping from R$91 million to an impressive R$255 million annually. In other words, bookmakers want space in an increasingly competitive market.
Nationally renowned clubs are the biggest beneficiaries
Corinthians led the leap, going from a R$22 million agreement with Neo Química to a significant R$120 million with VaideBet, consolidating a three-year contract.
Flamengo was not far behind. The contract with Pixbet reached R$85 million per year, exceeding the R$45 million paid by the former master sponsor, BRB.
However, the bookmaker was already present in the Rio red-black uniform last season, in another property.
São Paulo also surfed the wave of million-dollar contracts, more than doubling its value with Superbet, reaching R$50 million net annually. Previously, Sportsbet.io paid R$24 million per year. Superbet has signed a two-year agreement.
The rise of these values raises questions about equity between clubs. Bernardo Pontes, partner at Alob Sports, highlights that the impact will be more significant for clubs with a national reach, such as Flamengo and Corinthians, relegating regional teams to a less advantageous position.
“It’s mere mathematics. If you have a national audience, you have a lot of fans to convert. The impact on regional clubs with these fans, and on their membership base, is considerably reduced”, analyzed Bernardo Pontes in an interview with Portal Uol.
“I’m talking about TV audiences, like Flamengo, Vasco. There’s no point in thinking that these clubs will have leverage. Won’t it be so aggressive (a sponsorship from bookmakers)?”, he added.
Regulation of bookmakers may affect sponsorship
Another factor to consider is the regulation approved by the National Congress, which establishes a period of six months for bookmakers to adapt to the new rules. This movement could result in market consolidation and a possible reduction in contract values.
Therefore, Pontes suggests that the supply of sponsorships may decrease as the market adjusts to regulations, and the number of companies operating without regulation should reduce from 300/500 to 80/100.
The Ministry of Finance has already received expressions of interest from 134 betting houses in regularizing, each paying a grant of R$30 million.
Thus, amid this scenario, uncertainty arises about the durability of this wave of large sponsorships. The betting house market, initially inflamed, may experience a decline after regulation.
In other words, the only certainty we have in the world of betting is that, for now, the big Brazilian clubs are reaping the fruits of this million-dollar race for sponsorship. Proof of this is that currently 18 of the 20 Serie A clubs are partners with bookmakers.
