Palmeiras announced the resumption of advertising its partnership with the betting company, Esportes da Sorte. The decision came after dialogues between the club, the company and the Brazilian Football Confederation (CBF).
Nosso Palestra, a source linked to Verdão, confirmed the obtaining of documents authorizing the exposure of the betting brand. Palmeiras’ Legal Department continues to monitor the case, which is classified as “legally complex”.
Palmeiras resumes betting promotion
Last week, Palmeiras removed Esportes da Sorte from its platforms, including the women’s team shirt and website, in response to demands from the CBF and the Federal Government.
However, the Brazilian confederation issued a letter allowing bookmakers authorized by Loterj to advertise throughout Brazil until December.
The letter details that “With the exception of companies authorized by the Rio de Janeiro State Lottery (LOTERJ), other companies may only publish advertising or commercial advertising within the limits of their territory”.
The CBF indicated that, since October 11th, only bookmakers authorized by the Ministry of Finance would have the right to make disclosures. Since Esportes da Sorte only obtained approval from Loterj, the company would face restrictions when advertising outside the state of Rio de Janeiro. However, the entity provided support for maintaining the disclosure.
However, the Ministry of Treasury authorized, last Wednesday (16), the operation of Esportes da Sorte, which also sponsors rival Corinthians and other football clubs, to operate in Brazil until the end of the year. Remembering that regularization to operate at the state level had already been confirmed on October 9th.
Partnership between Esportes da Sorte and Palmeiras
Since January 2024, Esportes da Sorte has been a partner of Palmeiras, standing out on the women’s football shirt. Throughout the season, the betting company made a proposal to close the master sponsorship of men’s football from 2025:
Recently, Esportes da Sorte made an attractive proposal to the club:
- R$310 million in fixed amounts
- Bonuses linked to achievements
- Three-year contract as master sponsor
With bets in dispute, Verdão should announce a new master sponsor for 2025
However, negotiations did not progress. Then, the club’s president, Leila Pereira, interrupted conversations with Esportes da Sorte and other bets, highlighting that the values were significant, but that the club was seeking partnerships in accordance with the legislation.
Palmeiras had already decided to leave betting companies as a promising alternative. Thus, the board sought to establish partnerships that could expand the club’s presence in new territories.
In recent months, conversations with potential partners have not generated the expected results. This is because only the bookmakers’ proposals met Verdão’s expectations.
Therefore, the board decided to reevaluate the chance of signing a satisfactory agreement with one of them and confirmation will occur soon. Crefisa, Leila Pereira’s company, is the current sponsor, but should leave the team’s uniform next season.
