Betting houses recorded an access increase on their websites of up to 400% after sponsorship deals announcements with teams and championships in Brazil, according to a survey by Aposta Legal Brasil. With the regulation and expansion of this market in the country, the presence of these bets on Brazilian clubs' shirts is increasingly significant.
With the imminent signing of the sponsorship between Palmeiras and Sportingbet, betting houses establish themselves as the main sponsors of Brazilian football. Currently, about 80% of the Serie A clubs of the Brazilian Championship have contracts with these companies.
In addition, 67% of the teams have already handed over their master quotas to betting, totaling fifteen first division teams and twelve from Serie B.
The presence of betting houses in national football is almost omnipresent, with only Palmeiras, Cuiabá, and Guarani still without signed agreements. Recently, Guarani terminated its contract with Dafabet, which did not obtain the necessary license from the Ministry of Finance.
This type of sponsorship has become an effective strategy to attract new bettors, and the trend is that more and more clubs will draw this type of partnership, consolidating football as one of the main marketing platforms for the sector's brands.
In the list of the ten most accessed bets in Brazil, made by Aposta Legal Brasil, only three do not sponsor clubs or competitions in Brazil: bet365, Brazino777, and 7Games.
A case that exemplifies well the impact of the sponsorship agreement on the number of accesses to the sites is that of Esportes da Sorte. According to the survey, in June, before announcing the sponsorship contract with Corinthians, the company recorded 16 million monthly visits.
The following month, with the start of exposure with the club, this number soared to 62 million, an increase of 468.75%.
In September, the platform reached 91 million accesses and consolidated itself as the second most visited betting house in Brazil, only behind Betano, which has 96 million monthly accesses and holds the naming rights of the two main national competitions: the Copa do Brasil and the Brasileirão.
Esportes da Sorte, which is also a sponsor of other major clubs such as Athletico-PR, Bahia, and Ceará, as well as Palmeiras in women's football, was already among the four most accessed houses in the country at the beginning of 2024.
However, the partnership with Corinthians, which has the second largest fan base in Brazil, contributed to the exponential increase in visits to the brand's website.
Another example pointed out by the survey is that of Superbet, which arrived in Brazil at the end of 2023. In January 2024, the brand closed a master sponsorship with São Paulo and, in April, with Fluminense, both contracts valued at R$ 52 million annually each.
These agreements, combined with the sponsorship of regional championships such as the Baiano, Capixaba, and Cearense, were decisive for the company to reach more than 84 million monthly visits, assuming the position of the third most accessed betting house in the country in less than a year.
Source: GMB
