In a scenario where bookmakers are driving investment in Brazilian football, Flamengo continues to lead comfortably, demonstrating an incredible ability to attract sponsors.
Even without winning titles in 2023, the club achieved surprising revenue, surpassing the R$1 billion mark. This success has only increased since then, with the recent agreement signed with Zé Delivery to print its shirt.
Thus, increasing the value of sponsorships to approximately R$240 million, further consolidating its position as the best-paid club in this regard.
This appreciation movement has been observed year after year, culminating in 2024 with figures never seen before. Currently, Pixbet is the main sponsor of the Rio club, after two years stamped on the shoulder blade of the red and black uniform.
In February this year, Corinthians announced a record contract worth approximately R$120 million per year with VaideBet, establishing a new level in Brazilian football just for the uniform’s master space.
Furthermore, the club’s president, Augusto Melo, projected total expected revenue above R$200 million for the year.
Meanwhile, Palmeiras, which was already named as holder of the most valuable uniform in the Americas in 2017, stagnated at R$81 million, the same amount it had received since then.
São Paulo, in turn, maintains revenue of around R$50 million from the agreement with Superbet. In addition to Tricolor Paulista, the betting company should be announced as Fluminense‘s main partner soon with similar amounts.
In Series B, Santos renewed its contract with Blaze this month. There is a forecast increase in relation to the R$45 million received in 2023.
Executives from agencies and betting houses talk about this impact on sport
For Fernando Paz, commercial director of Absolut Sport, a sports experience agency that is an official partner of Conmebol, this exponential increase in sponsorship contracts is intrinsically linked to the new agreements signed with companies in the betting sector.
“Currently, clubs from series A and B are at the center of this battle. In this way, they seek to attract investment from bookmakers to maximize the value of sports sponsorships. The interest of bookmakers also reflects the potential of the Brazilian sports market.”
Fábio Wolff, specialist in sports marketing and founding partner of the Wolff Sports agency, shares a similar vision:
“One of the main responsible for this increase is the sports betting segment. As demand has been greater than supply, the numbers have multiplied, and even so, many contracts have been terminated upon payment of the fine.”
Currently, 14 of the 20 contracts for master ownership of Serie A teams’ shirts come from bookmakers.
Esportes da Sorte, for example, is responsible for the biggest sponsorships in the history of clubs like Bahia and Athletico-PR. Furthermore, the company signed the biggest contract in women’s football with Palmeiras.
Darwin Henrique da Silva Filho, CEO of Esportes da Sorte, analyzes: “With our investments, we seek, as a brand, to get closer to the fans of these clubs. But, in addition, to contribute to the strengthening of all organizations involved in Brazilian football, whether male, female or even in the training of athletes”.
