Atlético Mineiro is seeking a sponsorship that matches or exceeds the amount received by its main rival, Cruzeiro, which gets R$ 42 million fixed from Betfair, and might not renew with Betano for the next season. The club is negotiating with its current sponsor, but several related sources claim that if the bet wants to continue with the contract, it will need to make a 'competitive proposal'.
Atlético-MG's contract with its master sponsor, Betano, is nearing its end, with the expiration set for December 2024. The agreement has been in place since 2021 and was extended this year. Currently, the club has no official renewal proposals and is still negotiating how and who will be the master sponsor from 2025.
According to ge, and sources linked to the club, the bets are indeed the main parties interested in sponsoring Galo. If Betano wants to continue with the contract, it will need to make a "competitive proposal".
According to the report, the Mineiro black-and-white is currently talking with three betting houses: Parimatch (which pays R$ 27.5 million to Botafogo), Superbet (pays R$ 42 million to Fluminense and R$ 52 million to São Paulo) and Bet.bet, which does not have any Brazilian team in its portfolio.
Other bets are in the running, but the regulation of betting houses in Brazil has made negotiations difficult and delayed. "Market issue," explained a source to the report.
From 2025, the bets will need to comply with rules that require operators to have licenses in the country and pay taxes. Changes in legislation and the new scenario of uncertainties somewhat hinder negotiations, according to people linked to the club.
Betano has been featured in the most prestigious spot on Galo's shirt since January 2021, replacing BMG, which moved to another part of the uniform. The agreement initially had a one-year term, with an option for another. In 2022, there was a renewal, and in February of this year, a further extension of the contract including women's football and areas of the Arena MRV. The CEO of the club, Bruno Muzzi, clarified the values at the time.
“The (contract) value increased. It went from R$ 14 million to R$ 18 million (annually), actually. It included the sponsorship of women's football and some properties, activations in the Arena (MRV). The correct number is that from R$ 14 (million) to R$ 18 million,” said Bruno Muzzi in an interview.
There is no set deadline by Atlético to resolve the sponsorship issue, but Galo wants to define it "as soon as possible." The sponsorship of Atlético is below that of Cruzeiro and other clubs. The amount is similar to that of clubs that moved up from Serie B this year such as Juventude (R$ 15 million), Atlético-GO (R$ 14 million), and Vitória (R$ 10 million).
In addition to Atlético Mineiro, Betano sponsors various clubs and competitions around the world. In Portugal, it supports FC Porto, SL Benfica, and Sporting CP.
In Greece, the company is associated with Apollon Limassol, Apoel, Paok, Panathinaikos, and Olympiakos. In the Czech Republic, its partners include Sparta Prague, Dynamo Pardubice, and Viktoria Plzen. In Bulgaria, it sponsors Lokomotiv Sofia, while in Romania it supports FCSB. In Peru, it is linked to Melgar.
Additionally, Betano was a sponsor of major competitions, such as Euro 2024 and Copa América 2024.
Source: ge
