Betting companies 'fight' for advertising boards in the fields in the Brasileirão

Sponsorships on advertising boards in the Brazilian Championship triggered a commercial fight between two well-known betting companies. Some clubs, holders of these rights, seek to suspend the partnership with Sport Promotion to close with Brax to increase earnings. However, the transaction is not complete and there is a real war for rights.

This is because the advertising boards around the lawn belonged to Globo in past editions of the Brasileirão. As of 2019, the broadcaster has discarded these rights in the top flight. The clubs began to negotiate separately. The Brazilian Football Confederation (CBF), in turn, united the teams in a single agreement.

Sport Promotion acquired the rights from 2019 to 2023, however, the amount is considered low by a number of teams – less than R$5 million. The members of ‘Forte Futebol’ are unhappy with the current situation. Two teams, Flamengo and Corinthians, closed more advantageous agreements with the same group and each receives R$ 12 million annually.

The company Brax, a consortium formed by three sports marketing companies, decided to make an offer to the teams. It would increase the amount paid for the plates and still pay for the termination of its agreements with Sport Pomotion, the price of the fine is approximately R$ 1 million.

As partners of Brax, are the company Esportecom, which sells signs in Carioca, Market Sport, which works with mats on lawns, and Printac, which also works with signs in championships in Brazil and South America. The teams communicated to CBF, which consents to the contract, that they would terminate it.

Bookmakers dispute who gets the plates in the Brazilian

According to Portal UOL, half of the 20 teams in Serie A aim to end the current agreement. However, the new contracts with Brax have not yet been closed, therefore, the deal remains pending. Sport Promotion is aware of the movement and seeks to maintain its agreements.

Even because the group has already sold a large part of the advertising rights for the plates to the Brasileirão. Bookmakers are the main partners in these current deals. Apparently, Betano and Sportingbet dispute who gets the plates in the Brazilian.

This fight takes place a few days before the start of the competition. Depending on the conclusion of the case, the Brasileirão may present plates of different sponsors from the field where the match takes place. This is different from what happens in the international pattern in which tournaments jointly market this property.

Sport Promotion’s Positioning

Sport Promotion stressed that it is aware of the action taken by the teams aiming at the termination and mentioned that it will take the appropriate measures. “Sport Promotion, holder of the marketing and agency rights for the static advertising boards of the Brazilian Championship since 2019, became aware on the night of March 30 of the movement of some clubs in the sense of questioning the contract that is in force until the end of 2019. 2023”.

“Sport Promotion assesses the situation and studies appropriate measures. The biggest objective in our 40 years of history has always been to ensure commitments to customers and partners who believe in a healthy business environment in football”, reads an official note sent to Uol.