Unlike the previous year, all Serie A football teams started 2025 with sponsorship from sportsbooks. Of the 20 teams, 18 display betting brands on the main space of the uniform, known as the home kit.
In 2024, 12 clubs joined this type of partnership. Santos made an agreement with 7K official on Monday (21). The agreement with the company, which belongs to the Ana Gaming group, could reach values of up to 150 million reais, considering goals and bonuses, over a two-year contract.
According to unofficial data, these companies will invest more than R$1 billion in sponsorships in 2025. This represents an increase of over 30% compared to the previous year.
Million-dollar partnerships between football clubs and sportbooks in 2024
The increase is due both to the readjustment of contracts and to the fact that all clubs maintain partnerships with the sector. Therefore, the entry of Sportingbet on the Palmeiras shirt, replacing Crefisa, also contributed to this jump.
Market information indicates that Pixbet at Flamengo, as well as Esportes da Sorte at Corinthians and Sportingbet at Palmeiras, spend more than 100 million reais per year on sponsorships. In addition, traditional clubs such as Santos are seen as strategic by betting companies.
Marco Túlio, CEO of Ana Gaming, says: “Santos is one of the most traditional clubs in Brazil, with a unique, century-old history, full of love and dedication. It has always been a team of excellence, producing great players such as Pelé and Neymar Jr.”
Studies by the Bolavip website show that 30% of global football sponsorships already come from betting companies. In other words, the betting segment is present in three out of ten clubs in the 12 main leagues (Germany, Argentina, Belgium, Brazil, Spain, France, Holland, England, Italy, Mexico, Portugal and Turkey). The financial sector comes in second place, however, with half of the participation of betting companies.
According to Leonardo Henrique Roscoe Bessa, consultant to the Federal Council of the OAB and partner at Betlaw, “the regulation separates the wheat from the chaff, ensuring only the presence of serious companies, and creates new opportunities to attract the interest of international operators, consolidating Brazil as one of the most relevant markets in the world in the sector”.
Finally, the growing movement is especially concentrated in the Brazilian scenario, highlighting the economic strength of the segment and its direct impact on the finances of clubs in all divisions of national football.
