THE Lucky Sports announced the renewal of the master sponsorship with Sport Club Corinthians Paulista until December 31, 2029. The new agreement inaugurates a long-term cycle between the sports betting brand and the São Paulo club, with an expansion of the package of commercial rights, brand activations and institutional deliveries.
According to the parties, the contract elevates the partnership to a new level of investmentestimated at R$150 million per yearwith performance triggers that can increase the annual value to more than R$200 millionaccording to sporting and commercial goals. The resources will be allocated entirely to the club, which remains responsible for managing the investments.
The agreement provides brand exposure on game and training uniformsin addition to digital and in-person activations, exclusive experiences for fans, institutional initiatives and support for sporting and social projects linked to the club’s official calendar.
“Renewing our partnership with Corinthians until 2029 reaffirms our confidence in an institution that, like few others, represents Brazil’s diversity and passion for football. This is a strategic partnership for Esportes da Sorte, strengthening our connection with fans and expanding brand-building opportunities through experiences, innovation and more comprehensive activations. We continue together with responsibility and a long-term vision”, he stated Darwin FilhoCEO of Grupo Esportes Gaming Brasil.
For the company, the renewal consolidates a ongoing relationship with one of the most popular clubs in the country and reinforces its strategy of maintaining a consistent presence in Brazilian football, focusing on engagement, reputation and institutional development in the context of the regulated sports betting market in Brazil.
“This renewal reflects the partnership model we seek to build — based on a long-term vision, consistent deliveries and generation of mutual value. Throughout the previous cycle, the partnership contributed to a successful sporting period for the club, including important achievements in both men’s and women’s football. In this new phase, the partnership is further consolidated as a reference case in master sponsorship in Brazilian football”, he added Marcela Camposvice president of the Group.
Activations, engagement and institutional impact
Since the beginning of the partnership, in 2024, Esportes da Sorte and Sport Club Corinthians Paulista have developed a series of brand activation and fan engagement initiatives, including actions on game days, hospitality experiences, social media campaigns and on-field activations.
In the institutional field, sponsorship contributed to strengthening the club’s sporting and social projects, including the mobilization campaign linked to Neo Química Arenawhich has already raised more than R$40 million through the Donate Arena Corinthians initiative.
In women’s football, the partnership also supported a prominent competitive cycle, with recognition actions for athletes and coaching staff, in addition to engagement programs with fans, reinforcing the sponsor’s commitment to the development of multiple fronts of national sport.
Fonte: Gaming365 – Brasil
