The return of striker Neymar to Santos is not only affecting the day-to-day life of the club and world football in general, but also with sponsors in the betting sector involving everything surrounding the products that the player will participate in.
An example is in Paulistão itself. Considered the largest State in the country, with five clubs in Series A, the competition tends to gain even more exposure.
Proof of this is that TV Record itself, holder of broadcasting rights on open channels, requested – and was granted, a change in the time of the Santos game against Botafogo-SP on the 5th of February, in Vila Belmiro, which passed from 7:30 pm to 9:35 pm, which should mark Neymar’s debut on his return to Santos.
Betting companies celebrate Neymar’s return during Paulistão 2025
One of these cases is EstrelaBet, which is one of the broadcaster’s main advertisers for Paulistão games. According to Renan Cavalcanti, CMO of EstrelaBet, Neymar’s return and the eventual increase in the exposure of the games could reflect on other aspects for the world of betting.
“With regulation, we have increasingly carried out campaigns on Responsible Gaming. And this visibility can bring even more positive effects for committed brands, in the sense of bringing responsible and positive messages to different types of audiences, including those who are not yet familiar with with the bets.”
The company 7k, which is one of the main sponsors of Paulistão, including the delivery of a personalized trophy with the brand’s name and logo to whoever is elected the best athlete on the field, understands that Neymar’s presence represents a special moment also for the business world.
“Paulistão already brings an absurd return in audience and exposure, and there is no doubt that the presence of big stars increases this visibility even further”, says Talita Lacerda, Executive Director of Operations at Ana Gaming, owner of the 7k brand.
“São Paulo clubs have many stars in their squads, but Neymar transcends normality,” he adds.
One of these cases also involves BETesporte, which has an agreement with Paulistão to display the company’s logo on various platforms. “Globally speaking, eyes will be on it, and consequently the brands involved benefit from this exposure”, explains Vinicius Nogueira, CEO of BETesporte.
Neymar’s return tends to increase the visibility of games, brands and Paulistão
For experts, Neymar’s return sounds like a ‘gift’ in the eyes of brands. “Paulistão’s sponsors and advertisers will receive a nice bonus when delivering the championship with the presence of Neymar. Increased audience and a greater number of Santos games on open TV”, analyzes Fábio Wolff, managing partner of Wolff Sports.
“Neymar’s arrival is certainly already shaking up the football ecosystem, especially in Brazil. After all, he is the last great Brazilian idol of this new generation that follows football, a player with global projection and a lot of media attention”, he adds.
