Since the legalization of online gambling in Brazil in 2018, the sports betting market has experienced tremendous growth. However, it was not until 2023 that this growth reached a new level, transforming the country's sports landscape.
Betting company sponsorships have become key to the financing of football clubs in Brazil's top-tier league, truly changing the way football is financed and promoted in the country.
The impact of betting companies on Brazilian football reflects a global trend. In the English Premier League, betting company sponsorships saw explosive growth between the 2002-2003 season and the 2024-2025 season.
The number of clubs sponsored by these companies jumped from one out of the 20 competing clubs to 11, accounting for 55% of the league. This growth set a new record, surpassing the numbers from previous seasons and highlighting the increasingly important role of gambling in football financing.
Currently, out of the 20 clubs in the Brazilian Serie A, 15 have betting companies as their main sponsors. These sponsors occupy the most expensive and prominent positions on the team jerseys.
The financial support from these sponsorships allows teams to hire high-level athletes and invest in infrastructure, which helps improve the overall team performance. Additionally, the visibility of both the clubs and the betting companies themselves has greatly increased, creating a mutually beneficial cycle.
In 2024, Flamengo signed a two-year contract with Pixbet, securing an investment of $170 million. Another major deal this year was São Paulo's partnership with Superbet, bringing in 52 million reais per season for the club.
The previous year, in 2023, Botafogo established a two-year partnership with Parimatch, bringing in 27.5 million reais per season.
Cruzeiro also signed a two-year contract with Betfair, guaranteeing an annual income of 25 million reais.
Additionally, Fluminense renewed its agreement with Betano in July 2022, committing to a total of 20 million reais by 2025.
