Bookmakers are increasingly present on the Brazilian football scene, especially in the Campeonato Brasileiro Série A, now renamed Brasileirão Betano 2024.
With the competition already started, the participating clubs are celebrating a significant increase in sponsorship values, which should reach approximately R$555 million, a notable growth of 66.1% compared to the previous year, when the figures already exceeded R$ 333 million.
New bookmaker contracts boost competition
The rise in investments in Series A is mainly driven by new contracts, such as Corinthians‘ contract with VaideBet, which brings R$120 million annually to the club.
Flamengo also stands out with Pixbet, which will invest heavily with a contract worth R$85 million.
Currently, of the twenty teams in Série A, only Cuiabá and Vasco do not have partnerships with betting companies. And Gigante da Colina is about to reach an agreement with a group in this sector.
Furthermore, the number of master betting site sponsorships has grown among first division clubs. Now, 14 of the 20 teams give up the most important space on the shirt to a company in the sector, compared to 12 teams at the start of the last edition of the Brasileirão.
Therefore, for Fábio Wolff, founding partner of Wolff Sports and specialist in sports marketing, strengthening this area is fundamental to the financial health of clubs. According to him, “the betting segment is largely responsible for the dramatic increase in the value of sponsorship contracts in general in recent years.”
This year, four new betting companies sponsor first division teams, totaling an estimated investment of R$249 million. Stake, for example, guaranteed Juventude the biggest sponsorship contract in the club’s history.
Bets Beyond Clubs
In addition to club sponsorship contracts, betting platforms also invest on other fronts. Casa de Apostas, for example, acquired the naming rights of Arena Fonte Nova in a four-season contract, with values reaching R$52 million. Another example is Betano which closed with CBF and Brasileirão is now called Brasileirão Betano.
Therefore, with increasingly significant contracts, betting houses are becoming an essential part of the national sporting scene. They are boosting the development and competitiveness of Brazilian football.
See below the main bookmaker sponsorships in Series A of the Brazilian Championship (approximate values):
- Corinthians – VaideBet (master) – R$ 120 million
- Flamengo – Pixbet (master) – R$ 85 million
- Fluminense – Superbet (master) – R$ 52 million
- São Paulo – Superbet (master) – R$ 52 million
- Botafogo – Parimatch (master) – R$ 27,5 million
