The regulation of Bets (sports betting) in Brazil, scheduled for 2025, should significantly transform the sponsorship scenario for football clubs.
This movement will bring a new dynamic to the market, affecting the million-dollar investments that have been the hallmark of recent seasons.
The current influence of bookmakers on sponsorship
Currently, sports betting dominates sponsorship of football teams in Brazil. According to a survey by the Bolavip Brasil portal, they represent four out of every five sponsorships in the first division of the Brasileirão.
Many of these companies occupy the master position, displaying their brands in the most prominent place on athletes’ shirts.
This predominance is due, in part, to the high value of investments by betting companies, which have significantly exceeded those of brands in other sectors.
A clear example of this dynamic was the replacement of Galera.bet by Pixbet as sponsor of Corinthians in 2022, following a more advantageous financial proposal. However, these high investments are characterized by great volatility, which may change with regulation.
Expected impacts with betting regulation
With the introduction of new rules, betting companies are expected to face additional costs, such as paying for grants to operate. This should drive away less solid companies, reducing the number of competitors in the sports advertising market.
Sector analysts indicate that the outflow of money currently observed should decrease, making investments more sustainable and less volatile.
Ivan Martinho, professor of sports marketing at Ibmec, highlights that regulation should bring more stability, although it will also attract new players to the market.
Marcos Sabiá, CEO of Galera.bet, agrees that team sponsorship will continue to be important, but foresees a diversification of investments in marketing beyond football, aiming to build a more robust brand.
With regulation, companies are migrating part of their resources to other entertainment segments, such as shows and cultural events. This change reflects a strategy of reaffirming betting as a form of leisure, while seeking a better return on investment.
International experience shows that regulation often accompanies the legalization of betting. In Europe, for example, several countries have imposed restrictions on football betting sponsorships.
The United Kingdom, Spain and Italy already ban betting marks on the front of players’ shirts. France and Germany still allow it, but are discussing revising these rules.
Protecting the integrity of sport
One of the main objectives of the regulation is to protect the integrity of the sport and keep young people away from betting. England, in particular, has been strict in its measures to prevent betting from compromising the fairness of games.
Cases such as that of Brazilian player Lucas Paquetá, investigated for allegedly favoring third-party bets, reinforce the need for firmer regulation.
