In a notable trend in Brazilian football, 100% of the clubs present in the finals of the main state championships — Paulista, Carioca, Gaúcho and Mineiro — have master sponsorship from bookmakers.
In the Brazilian Championship Series A, all clubs in the competition have commercial agreements with betting companies.
Betting regulations in Brazil
Betting platforms emerged in Brazil in 2018, quickly gaining traction. In 2023, the government began discussions to regulate the sector. However, it was in October 2024 that the Ministry of Treasury prohibited operations without authorization and specific regulations.
Leonardo Henrique Roscoe Bessa, consultant to the Federal Council of the OAB and partner at Betlaw, states: “The regulation of betting establishes a safe environment for consumers, by imposing strict requirements on authorized operators.
Measures such as mandatory identification of gamblers through facial recognition technology, warnings about the risks of gambling, time limits on use and responsible gaming policies ensure regulatory compliance and consumer protection.”
José Francisco Manssur, partner at CSMV Advogados, adds: “Law 14,790, enacted in December 2023, resulted in the fundamental and much-requested regulation of the betting market, bringing rights and obligations to operators who intend to obtain a license, allowing the State to provide visibility in relation to their operations.”
Campeonato Paulista: São Paulo derby with betting brands
The first game of the Campeonato Paulista final took place at Allianz Parque this Sunday (16), between Palmeiras and Corinthians. Timão got the better of the first game, beating the home team 0x1, both clubs have sponsors from the betting sector.
Palmeiras, which years ago relied on Crefisa, announced in 2024 Sportingbet as its largest commercial agreement, worth R$100 million.
Corinthians maintains a partnership with Esportes da Sorte, which began in July 2023, and even included the signing of Memphis Depay.
Sofia Aldin, marketing director of Grupo Esportes da Sorte, says: “Since the day we announced the sponsorship, Esportes da Sorte has worn the Corinthians shirt with great pride and has sought to be close to the Fiel Torcida at every opportunity.”
Campeonato Carioca: FlaFlu with bets print on their shirts
The 2025 Rio final had its first game last Wednesday (12), with Flamengo winning 2×1 over Fluminense. This Sunday (16), after a 0x0 draw, Rubro-Negro took the cup, due to the advantage of 1 goal over Tricolor.
Flamengo has Pixbet on its chest, in a deal worth R$105 million per year, while Fluminense has Superbet as its master sponsor and a contract worth R$52 million per season
.Gaucho Championship: GreNal sponsored by Alfa
GreNal, the biggest derby in the South, also marked the final of Gauchão 2025. Since February 2025, the bookmaker Alfa has guaranteed investments of R$50 million in each club. In the Gauchão final, which took place this Sunday (16), Internacional took the title after an aggregate score of 3×1.
Alessandro Barcellos, president of Internacional, states: “The arrival of Alfa’s sponsorship to Internacional is a clear representation of the success of the planning carried out by the club’s board.”
Campeonato Mineiro: América and Atlético with brands from betting companies
In the Campeonato Mineiro, the final was played by América-MG and Atlético-MG. Atlético scored 4×0 in the first leg, held on Saturday (8). In the return leg, held on Saturday (15), Galo ended up being defeated 1×0 against América-MG.
Despite the defeat, Atlético was crowned the Minas Gerais champion of this edition. H2 Bet and MC Games are the betting brands present on the teams’ shirts.
Other states
In the Campeonato Baiano, the finalists Bahia and Vitória also have sponsorships from betting platforms. In the first leg, Bahia won at home by 2×0. The grand final of the Campeonato Baiano will take place next Sunday (23). 7K, Vitória’s sponsor, closed the largest contract in the club’s history, worth R$ 16 million.
In the Campeonato Cearense, Fortaleza and Ceará faced each other this Saturday (15). Ceará got the better of the first game, beating the hosts 0x1. In the next match, Ceará will host Fortaleza, and in case of a draw, Vozão will take the title.
In terms of sponsorships, Fortaleza announced the biggest contract in its history with Cassino, worth R$54 million.
