A New Era for Clubs

Transformations in the Sponsorship Scenario

The 2026 Brazilian Championship promises to be a milestone in terms of sponsorships for Series A clubs. Approximately 40% of teams are expected to undergo changes to their main sponsors, reflecting a dynamic and constantly evolving scenario. This transformation is driven by brand repositioning and contractual renegotiations, directly affecting clubs such as Bahia, Santos, Fortaleza and Vasco.

The start of the competition is scheduled for January 28th, and expectations are high not only in relation to sporting performance, but also in terms of new commercial agreements that could redefine the teams’ financial structure. The sponsorship market in Brazilian football has experienced impressive growth, with the total value of master sponsorships jumping from R$496 million in 2023 to R$1.117 billion in 2025, an increase of 125% in just two years, according to the agency Jambo Sport Business.

Impacts of Bookmakers

Bookmakers have played a central role in transforming the Brazilian football sponsorship market. Currently, 18 of the 20 Serie A clubs have these companies as master sponsors, a reflection of the aggressive investment in marketing by this sector. Experts point out that this ‘inflation’ in sponsorship values is driven by the high proportion of resources that bookmakers allocate to advertising, far exceeding the investments of traditional companies.

Idel Halfen, an executive with extensive experience in sports marketing, highlighted that the consolidation of the betting sector could eventually reduce the amounts invested in advertising. He predicts that once a solid customer base is established, betting companies will be able to decrease their aggressive spending, balancing the sponsorship market.

Club Specific Cases

Bahia is one of the clubs that will undergo a significant change in its master sponsorship. Viva Sorte Bet will no longer be the main sponsor in 2026, being replaced by Banco BMG, which will bring a sponsorship model based on fixed and variable amounts, depending on the opening of bank accounts linked to the club. Meanwhile, Santos faces a challenging scenario after breaking the contract with the bookmaker 7K, which could yield up to R$150 million for the São Paulo club.

In Ceará, Fortaleza is in negotiations with Cassino Bet to define the future of its master sponsorship contract, which is currently the largest in the club’s history, with a contribution of R$30 million annually. Vasco, in Rio de Janeiro, is looking for new partners after not renewing with Betfair, which previously contributed R$70 million per year.

In the South, Internacional and Grêmio face difficulties with Alfa Bet due to delays in payments. Grêmio has already terminated the contract and is looking for alternatives, while Internacional has not yet officially commented on the situation.

Exceptions and Continuity

Not all clubs are looking for new partners. Flamengo, for example, maintains the most valuable sponsorship in Brazilian football with Betano, which will generate R$268 million in 2025. The Rio club, Brazilian and Libertadores champion in 2025, saw its master sponsorship increase by 215% in two years.

Other clubs like FluminenseAtlético-MG, Botafogo, Palmeiras, São Paulo and Vitória have long-term contracts with their respective bookmakers, guaranteeing financial stability until at least 2027. These long-term partnerships are seen as a safe haven in a volatile and competitive market.

International Regulation

While Brazil is experiencing an explosion in sponsorship from betting houses, international experience shows a contrary movement in some of the main football leagues. In Spain, betting house advertising has been banned in clubs since 2021, including on uniforms and stadiums. In Italy, the ban is even stricter, in force since 2019.

England has also adopted restrictions, with Premier League clubs forced to withdraw master betting sponsorships by the end of the 2025/2026 season, although heat sponsorships are still permitted. In France, master sponsorship by bookmakers is permitted, but under specific regulations. These measures reflect a global trend towards greater control over the influence of betting on sport.

Source: bnldata.com.br