As the state football championships come to an end in Brazil, an increase in partnerships between clubs, federations and bookmakers is evident.
Unlike the post-pandemic period, when a single platform held the sponsorship of most institutions, today several companies have exposure to the games and have the naming rights for the competitions.
The São Paulo Football Federation (FPF), considered the strongest in the country, established partnerships with five houses: Esportes da Sorte, Pixbet, Novibet, Betano and Sportingbet.
In Rio de Janeiro, the Carioca Federation (FERJ) counts on Superbet as an advertiser, but the competition’s naming rights belong to Betnacional.
In the Southeast, five betting houses share the advertising space for the Campeonato Mineiro: Betano, Betnacional, Rei do Pitaco, Superbet and MCGames.bet.
Estimation of bookmaker investments
It is estimated that the sector has disbursed more than 30 million reais with these institutional partnerships alone, covering all federations.
Darwin Henrique da Silva Filho, director of Esportes da Sorte states:
“This puts us on a higher level not only in terms of relationships and exposure, but also in transparency and credibility.”
In the South region, the three states are not far behind in terms of sponsorship. The Gaúcha Federation established partnerships with Betano, Betnacional, Rei do Pitaco, Superbet and Segurobet, and closed the naming rights for Recopa Gaúcha with Esportes da Sorte.
The Paraná Federation is sponsored by Betano, Betnacional, Rei do Pitaco, Superbet and Segurobet. While the Santa Catarina Federation maintains a relationship with Betano, Betnacional, Superbet, Pixbet and Segurobet.
Renê Salviano, CEO of Heatmap and specialist in sports marketing, comments:
“A solution for the betting market, or any other segment, is to analyze other sports with a large number of participants.”
“Just like Brazilian volleyball, especially in an Olympic year, where both indoor and beach sports are great global favorites”, he concludes.
