Since the legalization of online betting in Brazil in 2018, the market has grown continuously. However, it was in 2023 that there was an explosion. As a result, bookmaker sponsorships have become essential for financing Serie A football clubs.
The money invested in clubs increased the visibility of clubs, players and betting companies. This cycle ended up reflecting the growth of this market in Brazil.
Sponsorships from football bookmakers increase in the Brazilian Series A
Of the 20 clubs in Series A, 15 teams have bookmakers as master sponsors. In other words, brands occupy the most valuable spaces on their respective teams’ shirts.
Furthermore, they allow the recruitment of athletes and investments in infrastructure, highlighting the significant investment by football betting companies.
2024:
- Flamengo signed a two-year agreement with Pixbet, guaranteeing US$170 million.
- São Paulo signed with Superbet for three years, receiving 52 million reais per season.
2023:
- Botafogo closed with Parimatch for two years, guaranteeing 27.5 million reais per season.
- Cruzeiro signed a two-year contract with Betfair, guaranteeing 25 million reais annually.
- Fluminense renewed with Betano in July 2022, receiving 20 million reais until 2025.
These contracts reflect the growing relevance of investments in the financing of Brazilian clubs.
Presence of bookmakers grows 100% in the Premier League
Bookmaker sponsorship in the Premier League, England’s top football league, experienced an impressive 1,000% growth between the 2002-2003 and 2024-2025 seasons.
During this period, the number of teams supported by companies in the sector jumped from just 1 to 11 of the 20 participating clubs.
The first club to sign an agreement with a bookmaker was Fulham, during the 2002-2003 season. The partnership with Betfair, however, was short-lived, ending after just one season.
The 2024-2025 season set a new record in the Premier League, with 11 clubs, equivalent to 55% of teams, with bookmakers as main sponsors.
This number surpassed the previous records from the 2016-2017 and 2019-2020 seasons, when 10 clubs were sponsored by companies in the sector.