The recent revelation of Sportingbet as Palmeiras‘ master sponsor marks a crucial moment for Brazilian football. With the departure of Crefisa, specialized in personal credit, Sportingbet takes on the most noble space in the team’s uniform. Thus, 16 of the 20 clubs in Série A of the Brasileirão have bookmakers as their main sponsors.
Partnerships between bookmakers and teams in the Brasileirão
However, four clubs remain with different sponsors in the most valuable spaces on the uniform. Grêmio and Internacional display the state bank Banrisul, while Red Bull Bragantino keeps the Austrian energy drink brand in the center of the shirt. Mirassol, recently promoted to the first division, plays Guaraná Poty.
When considering the complete uniform, all teams have some partnership with betting companies. Grêmio collaborates with Esportes da Sorte, Internacional with EstrelaBet, Mirassol with 7k and Bragantino with Mr Jack.Bet. This results in 100% adherence to bookmakers among elite clubs.
Details about Palmeiras’ new partnership
Palmeiras announced Sportingbet last Monday (13). “We are very pleased with the arrival of Sportingbet and the beginning of this new era. I am sure that together we will build another successful partnership that will be immortalized in the history of Brazil’s greatest champion”, declared president Leila Pereira.
“This is a significant milestone in the history of Entain (the group of which Sportingbet is part) and reinforces our commitment to strategic markets such as Brazil. We are confident that this partnership with Palmeiras, a club with enormous tradition and achievements, will create opportunities unique ways to engage sports fans in a regulated market full of potential, always putting the fan experience first,” said Gavin Isaac, CEO of Entain.
Companies other than bets that massively sponsored clubs in Brazil
This sponsorship phenomenon is not new. In 1987, Coca-Cola sponsored 10 of the 16 clubs in the Copa União, while in 2017, Caixa Econômica Federal supported 14 of the 20 teams in Série A. However, the total adoption of the betting sector represents an unprecedented record.
According to the 2023 Sponsorship Map, published by IBOPE Repucom, the betting sector maintained a significant presence, although with 25% fewer brands compared to the previous year. The volume of master sponsorships in Series A continued to be led by bookmakers.
Renê Salviano, CEO of Hetmap and specialist in sports marketing, highlights the importance of the sector: “The betting segment has been a great driver of the sponsorship market not only in Brazil, it is a worldwide phenomenon, respecting the local rules of each country.
This growth is normal, as the industry has a great connection with sport, and football is the main leader, in addition to being a bet.”
José Francisco Manssur, partner at CSVM Advogados, adds: “There is no other segment with the capacity and interest in investing sponsorship resources in sport that comes even close to betting companies”.
