The 2023 Campeonato Paulista was no exception to the tendency of recent Brazilian football to be dominated by bookmaker sponsorships. 12 of the 16 teams in the competition have sponsorships with companies in the sports betting sector, equivalent to 75% of the clubs.

Only 4 teams, Inter de Limeira, Ferroviária, Portuguesa and São Bernardo, do not have partnerships with this entertainment segment. In addition, the tournament itself closed a recent agreement with Esportes da Sorte, which will result in its presence in more than 100 games in the competition.

The CEO of Esportes da Sorte, Darwin Filho, commented on the partnership: “We see Paulistão as the highest exponent among the state clubs in our country, both in terms of visibility and in the quality of a football event. Foster the biggest state championship in the sport beloved among Brazilians makes perfect sense for Esportes da Sorte”.

The major football teams in the state of São Paulo, including Corinthians, Santos, Palmeiras and São Paulo, have sponsorships with brands in the sports betting sector. Corinthians, the greatest champion in the history of Paulistão, and Santos, the team with the highest number of scorers in the tournament, are sponsored by Pixbet.

12 of the 16 Paulistão 2023 teams are sponsored by bookmakers
Pixbet appears on the front of Santos shirt.

Palmeiras and São Paulo, the last two champions of the tournament, are sponsored by Betfair and Sportsbet.io, respectively. Sportsbet.io is the master sponsor of the São Paulo tricolor.

Hans Schleier, marketing director at Casa de Apostas, spoke about the sector investing in national football: “The bookmakers have invested heavily in football, since these partnerships generate positive results for both parties. significant amount of money and, on the other hand, companies in the field conquer a space of great relevance, with repercussions even outside the country. With the current success of these agreements, I believe that the amount of sponsorship between companies and teams should only grow”.

The growth of sports betting companies in football is not limited to the state of São Paulo, but to the whole of Brazil. In the last edition of the Brazilian Championship, all 20 participating teams had commercial agreements with brands in the sector – only Palmeiras did not have sponsorship exposed on the game uniform.

“The bookmakers have invested hundreds of millions of reais in Brazilian football. This investment is important for clubs and competitions, after all, if well spent in good management, everyone will be favored”, says Fábio Wolff, partner-owner of Wolff Sports, which brokered partnerships such as Ituano with Betfast.io and Santos with Pixbet.

Recently, the CBF announced that Betano will be the official sponsor of the Brazilian Super Cup – the bookmaker acquired the naming rights of the competition.

Check the sponsorships with bookmakers in Paulista 2023

Paulistão 2023 – Esportes da Sorte, Betnacional, Betano, and Parimatch.

Group A: Botafogo-SP – Estrela Bet; Bragantino – mrJack.bet; Inter de Limeira – none; and Santos – Pixbet. Group B: São Paulo – Sportsbet.io; Mirassol – Bet7K; Água Santa – Esportiva.bet; and Guarani – Lucky Sports. Group C: Corinthians – pixbet; Railway – none; Ituano – Betfast.io; and São Bento – betnacional. Group D: Palmeiras – Betfair; Portuguese – none; Santo André – Esportiva.bet; and St. Bernard – none.