Brazilian clubs have shown remarkable growth in sponsorship revenues from betting. By 2025, master sponsorships for clubs in the Brazilian Championship Series A alone are expected to total around R$1 billion, considering all 20 teams.
Currently, most master sponsorships are from bookmakers. Only Mirassol and Red Bull Bragantino do not display the name of a betting house in their main spaces, but they also have brands from the sector in other parts of their uniforms.
Visibility for Brazilian football
Bruno Brum, CMO of End to End, notes that: “Brazilian football has become increasingly professional, bringing in great players and increasing its global visibility.
This makes the product attractive to large companies, which will naturally seek to invest in the show. Given this scenario, there is a logical move by clubs to value their brands and, consequently, attract greater revenue for their shirts.”
The appreciation of the brand, the arrival of prominent players and the restructuring of marketing were essential for this trend.
Thiago Freitas, COO of Roc Nation Sports Brazil, which manages the careers of several athletes, highlights an interesting perspective: “The scenario today is reminiscent of the opening of a large shopping center, with huge competition for a space in it, but with an uncertainty as to which stores will remain in the long term, in the composition of its mix.
As has happened in other countries, and in different segments, it is reasonable to think that we will have no more than six houses (betting services) controlling three quarters or four fifths of the total amount spent by Brazilians on sports betting.
That is why, for a few years, we will have 20 to 30 people looking for one of these six places, paying for spaces for their brands an amount that is disproportionate to what they would pay if this market were already consolidated.”
He also adds that: “In the short term, the clubs will benefit from this dispute, seeing their uniforms and other properties overvalued, raising funds never raised with sponsors from any other segment”.
2024 Outlook
In 2024, banks and betting companies dominated sponsorships of the Brazilian Championship, representing 35 of the 132 brands displayed. A study by Ibope Repucom indicated that the financial sector led with 20 sponsorships, while bookmakers were present in 18 clubs, totaling 15 companies.
The growth in bets was notable, with a 25% increase compared to 2023, when 12 companies in the sector were in the uniforms. One-off contracts also increased significantly, going from seven in 2023 to 25 in 2024, representing a growth of 257%.
Presidents of Serie A clubs talk about the importance of betting sponsorships
Alessandro Barcellos, president of Internacional, said: “We are putting Internacional at the forefront of the industry, combining data analysis, creativity and high execution power. This is the beginning of an even greater effort by the club to increase our revenues, and with this, to be increasingly competitive”.
Yuri Romão, president of Sport Recife, also emphasized: “We increased our revenue from sponsorships with our new contract, which is one of the largest in football in the Northeast, and puts our club in a position to compete for new heights.”
The financial sector expanded its presence from 16 to 20 brands. Betting companies took second place with 15 companies, followed by healthcare services with 13 brands. Food and real estate/construction also stood out, totaling 55% of sponsors in 2024.
Bets sponsorship values for Serie A clubs
The values of bets sponsorships for Serie A clubs vary widely.
- Atlético-MG: H2Bet, 3-year contract worth R$180 million.
- Bahia: Viva Sorte Bet, contract of undisclosed value, considered the biggest in the club’s history.
- Botafogo: VBet, 3-year contract worth R$165 million.
- Ceará: Esportes da Sorte, 3-year contract worth R$46 million.
- Corinthians: Esportes da Sorte, 3-year contract worth R$309 million.
- Cruzeiro: Betfair, 2-year contract worth R$84 million.
- Flamengo: Pixbet, 2-year contract worth R$170 million.
- Fluminense: Superbet, 3-year contract until 2026 worth R$126 million.
- Fortaleza: Casino, 2-year contract worth R$70 million.
- Grêmio: Alfa, 3-year contract worth R$150 million.
- International: Alfa, 3-year contract worth R$150 million
- Youth: Stake, 2-year contract until the end of 2025 worth R$30 million
- Mirassol: Guaraná Poty, with 7KBet on the front of the uniform.
- Palmeiras: SportingBet, 3-year contract worth R$300 million
- Bragantino: Red Bull, the company that owns the club.
- Santos: Blaze, contract renewed until April 2025, with undisclosed values.
- Sport: Betnacional, 2-year contract worth R$44 million
- São Paulo: Superbet, 3-year contract worth R$156 million.
- Vasco da Gama: Betfair, 2-year contract ending at the end of 2025 worth R$115 million.
- Victory: 7K, 3-year contract worth R$60 million.
The total annual value of Series A sponsorships is R$886.3 million, not counting the undisclosed amounts from Bahia, Red Bull Bragantino, Mirassol and Santos.
