As in men’s football, the entry of bookmakers in the sponsorship of women’s football teams is a reality. In the Brazilian Championship of the modality, which starts this Friday (24), 11 of the 16 participating clubs have partnership with betting companies. In the men’s Brasileirão, 19 of the 20 teams have this type of sponsorship – the only exception is Cuiabá, which has already publicly stated that it wants one for the front of the shirt.
The most recent of them was released with the announcement by Galeda.Bet in the master of Ferroviária, considered one of the most traditional teams in the sport – it has already won the Copa Libertadores (2015 and 2020), the Brazilian Championship (2014 and 2019), the Copa do Brasil ( 2014) and the Campeonato Paulista (2002, 2004, 2005 and 2013).
In addition to Ferroviária, Galeda.bet is also an official sponsor of the competition, under contract with the Brazilian Football Confederation (CBF), and reiterates its effort to support women’s football.
“The strength of women’s football in Brazil is already a happy reality and the result of the struggle of generations of women to conquer this space, which we want to be even greater. Galeda.bet is proud of its contribution to this history through sponsorships and activations that recognize and encourage this movement, which is certainly part of the priorities of Galeda.Bet”, says Marcos Sabiá, CEO of the company.
In addition to Galeda.bet as Ferroviária’s master, other bookmakers that are in the same space as the women’s team shirts are Betsson (Athletico-PR), Pixbet (Avaí Kinderman), Estrela.bet (Internacional), Betfair (Palmeiras) and Pixbet (Santos). In other places on the uniforms, Estrela.bet (Ceará), Betfair (Cruzeiro), Pixbet (Flamengo), Mrjack.bet (Grêmio) and Sportsbet.io (São Paulo) appear.
“Betting on women’s football is the duty of all brands, including clubs and sponsors. It is a modality that has really grown in recent years, with ever-increasing exposure. Here at Inter, we believe that this stance also affects football culture and make inequalities smaller over time. The connection with Gurias Coloradas involves everyone in Beira-Rio: from fans, male and female partners, directors, professionals and employees in general. We work daily to interfere in the transformation of the sport” , points out Liana Bazanela, Internacional’s executive marketing director.
“Specifically in the case of women’s football, there is still difficulty in attracting sponsorships. That’s why I see bookmakers collaborating a lot at this time of growth in the sport”, says Renê Salviano, CEO of Heatmap. “With the increase in visibility and public interest, obviously, brands are attracted and this segment has been a great supporter. I believe that, with the end of the regulation process, companies will be structured and committed to the responsibility of the segment and that operate in accordance with the laws; it is necessary that sports institutions follow this process to have brands that are within this profile”, concludes Renê, from the sports marketing company specialized in attracting sponsorships between clubs, companies and athletes.
“This movement of bookmakers, which already existed in men’s football, also happens in women’s football, largely due to the rapid growth of the sport in Brazil, and the proof of this is the record number of sponsors of the teams in dispute in the 2023 edition. Many players in the market identify with the attributes of women’s football and that’s why they seek involvement with the modality”, adds Fábio Wolff, managing partner of Wolff Sports, a company that also negotiates partnerships between brands.