With Sportingbet's entry into Palmeiras, betting houses now sponsor all teams in the Brasileirão.

The presentation of Palmeiras' new main sponsor is emblematic. With the departure of the personal credit specialized bank Crefisa and the entry of Sportingbet, all teams in the Brazilian Serie A display a betting house somewhere on their game uniform. 16 out of the 20 clubs have a bet in the most prestigious advertising space on the shirt.

There are four exceptions: Grêmio and Internacional advertise the state bank Banrisul in the main space. Red Bull Bragantino does not renounce the Austrian energy drink brand. Newly promoted to the first division, Mirassol features Guaraná Poty.

Considering the complete uniform, all teams in the country display an online casino on the uniform. Grêmio partners with Esportes da Sorte. Internacional is linked to Estrela Bet. Mirassol gives shirt space to Bet7k. Bragantino gives the sleeve fabric to Mr Jack.Bet. From this perspective, 100% of the elite teams are partnered with bets.

Rarely has such success been seen. In 1987, Coca-Cola displayed its brand on 10 of the 16 clubs participating in the first version of the Copa União. Flamengo, São Paulo, Corinthians, Internacional, Palmeiras, and Santos did not display the soft drink's logo.

In 2017, the state bank Caixa Econômica Federal sponsored 14 of the 20 Serie A teams. Corinthians, Palmeiras, São Paulo, Grêmio, Fluminense, and Chapecoense did not join.

Therefore, the 100% adherence to the same economic sector, that is, the betting houses, represents a record in the history of the Brazilian Championship.

CEO of Hetmap, sports marketing expert Renê Salviano analyzes the growth: “The betting segment has been a major driver of the sponsorship market not only in Brazil, it is a global phenomenon, respecting the local rules of each country. This growth is normal, as the industry has a great connection with sports, and football as the main leader, besides being the most bet on”.

“There is no other segment with the capacity and interest in sponsoring sports that even comes close to betting companies”, states José Francisco Manssur, partner at CSVM Lawyers, former special advisor to the Executive Secretariat of the Ministry of Finance.

Main sponsors (Bets highlighted)

-Atlético-MG (Betano)