Anyone who has been following the Club World Cup will have noticed the strong presence of sports betting companies (known as bets), especially on the football teams’ uniforms.
Of the 32 clubs in the competition, nine (around 30%) featured a betting platform as their main sponsor on the front of their shirts. However, this number rises to 17 teams when considering partnerships with other marketing properties.
The six South American teams — Palmeiras, Flamengo, Fluminense, Botafogo, River Plate and Boca Juniors — have partnerships with sportsbooks. In addition, Monterrey from Mexico, Porto from Portugal and Inter Milan from Italy are examples of clubs from other parts of the world with this type of sponsorship.
Experts point out that companies in the sector invest in broad international visibility to win new customers in a market that is still new, while also financially reinforcing clubs that already have balanced accounts.
Sponsorships beyond Club World Cup bets
Next in line are the main sponsors, travel and tourism companies, which sponsor six teams (18.8%). All of these teams are European, with the exception of Inter Miami, with Lionel Messi, a team from the United States.
Other segments that stood out were telecommunications (four clubs), the automotive sector (three), financial services (two) and beverages (two). According to data from the consultancy Convocados, the betting sector has significantly boosted the sports market.
As a result, revenues from master sponsorships for the top 20 Serie A clubs are expected to reach R$988 million in 2025. This figure represents significant growth, reaching a 70% increase compared to the previous year.
Executives talk about the sector’s growth expectations
According to Alexandre Fonseca, CEO of Superbet, a sponsor of Fluminense, expectations for next year are optimistic. According to him, the sector should generate around R$2 billion in 2025 from sponsorship and advertising activities in sports alone.
This amount includes not only club master contracts, but also naming rights for championships and arenas. In addition, media quotas, presence on signs and LED panels are provided, further increasing the visibility of brands in the sports scene.jus
Fonseca stated: “This cycle of financial and technical strengthening explains the performance on the field in the United States, beating the European favorites and showing that Brazil is once again playing on equal terms with the world elite.”
Finally, economist Cesar Grafietti, partner at the consultancy Convocados, highlighted that different management models coexist in national football.
Grafietti stated: “Palmeiras and Flamengo have a very balanced financial condition, high revenues and controlled debts, while Botafogo is a Football Public Limited Company (SAF) with little transparency, part of a multi-club network whose French assets are in difficulties, and no one knows the real financial situation”.
At Fluminense, revenue comes largely from sporadic sources, such as bonuses and player transfers, and the club still faces high debts. While Botafogo managed to recover after the consolidation of SAF led by John Textor.
Grafietti added: “In the end, we have three business models, which just shows that performance on the field is often just a reflection of good squad management. And there are no rules for this: clubs can have high revenues, shareholders who invest or clubs that spend and get into debt.”
Brazilian clubs’ clashes in the round of 16 of the FIFA Club World Cup:
You can check below the next games of the Brazilian clubs in the competition.
- Palmeiras x Botafogo
Date: 06/28 (Saturday), at 1 pm (Brasília time). - Flamengo x Bayern de Munique
Date: 06/29 (Sunday), at 5 pm (Brasília time). - Inter Milan x Fluminense
Date: 06/30 (Monday), at 4 pm (Brasília time).
