Atlético-MG is approaching the end of its contract with Betano, its master sponsor, currently in force until December 2024. The club established this link in 2021 and extended it at the beginning of this year.
However, to date, the club has not received official proposals for a possible renewal and continues to evaluate ways to define who will be its sponsor from 2025 onwards.
According to ge, other betting operators are particularly interested in a partnership with the Minas Gerais club. However, there is a challenge to be faced: to renew with Betano, the company must present a “competitive proposal”.
But, although other betting houses are vying for space, the regulation of these operations in Brazil has generated difficulties and delays in negotiations. “Market issue”, detailed a source to ge.
In 2025, bookmakers will need to operate under new rules that require country-specific licenses and the payment of taxes. This scenario of legislative changes and uncertainties directly impacts negotiations, as people linked to the club point out.
Betano has been sponsoring Atlético-MG since 2021
In fact, Betano has occupied the prominent position on Galo’s shirt for more than two years. Previously, this highlight belonged to BMG, which now appears on other parts of the uniform.
The original contract provided for a duration of one year, with the possibility of extension. In 2022 there was the first renewal, and, in February 2023, the contract was expanded to also include sponsorship of women’s football and new activations at Arena MRV.
The CEO of Atlético-MG, Bruno Muzzi, clarified the figures involved in this new phase of the agreement. “It (contract) increased in value. It went from R$14 million to R$18 million (annual), in fact.”
“It included the sponsorship of women’s football and some properties, activations at the Arena (MRV). The correct number is R$14 (million) to R$18 million”, stated Muzzi.
The deadline for deciding on the sponsorship of Atlético-MG is still undefined, but the board wants to resolve the issue “as soon as possible”.
According to GE data, the club receives less than Cruzeiro and other big teams. The current amount is equal to that of teams that moved up from Series B, such as Juventude (R$ 15 million), Atlético-GO (R$ 14 million) and Vitória (R$ 10 million).
On the field, Galo is in the semi-finals of the Copa do Brasil and Libertadores, but occupies only ninth place in the Brazilian Championship table.
