Palmeiras is very close to closing a commercial deal with a sports bookmaker. Initially, this cooperation would not involve sponsoring the São Paulo soccer club’s shirt, but would focus on activations in digital channels.
According to Lance!, the intention is to consolidate the Verdão brand in this increasingly agitated market in the national territory. The forecast is that this agreement may yield around two or three million reais for Alviverde’s coffers. The name of the betting company has not yet been revealed.
Partnership with bookmakers should not involve exposure on the club’s shirt
The action must include the website and social media of Palmeiras, aiming to engage fans and influencers. This type of agreement follows what is already being carried out abroad, since the sports betting segment has considerably changed the sports advertising market.
This is because companies are authorized to carry out campaigns on club properties and sporting events. Nowadays, several bookmakers are already stamped on the shirts of the main soccer teams in Brazil.
In recent times, this market has achieved unprecedented growth and the sport is profiting from these partnerships. Last year, betting brands accounted for more than 60% of all sponsorship obtained by football teams from the first and second division of Brasileirão.
Federal Government hopes to finalize sector regulation soon
As a result, the Federal Government’s objective is to complete the regulatory process of betting shortly to tax the practice in the country. With Law 13.756/2018, the trend is for the Ministry of Finance to define the rules for the operation of sports betting in Brazil, something also desired by brands.
Since a current regulation will offer much more reliability, security and transparency to players, strengthening the market in the country. While waiting for regulation, the betting industry continues to grow on the national scene and should arrive at Palmeiras soon.
