New Study Reveals Over BRL 1 Billion from Betting Sponsorships in Brazilian Football

The Rising Influence of Betting Sponsorships in Brazilian Football

A recent study published by Leadstar Media's BDA Brasil website has unveiled a staggering total of over BRL 1 billion (approximately USD 184 million) generated from betting sponsorships by Brazilian first division clubs in 2025. This impressive figure is a significant increase from the previous year, highlighting the growing intersection of sports and betting in Brazil. The research provides a groundbreaking insight into how regulation has transformed the sports betting landscape and addresses the potential consequences of proposed advertising restrictions on this lucrative sector.

Key Findings of the Study

The research outlines that 18 out of 20 top-flight clubs entered into partnerships with betting sponsors in 2025, a marked increase from 15 clubs in 2024. The most notable sponsorship deals were recorded for clubs like Corinthians at BRL 309 million, Flamengo at BRL 105 million, and Palmeiras at BRL 81 million. Impressively, 13 clubs have secured higher contract values compared to the previous year. However, two clubs, Red Bull Bragantino and Mirassol, have yet to find a main sponsor within this booming industry, despite featuring betting brand logos in secondary areas on their kits.

In total, the market penetration of betting sponsorship within the Brazilian Série A now exceeds a staggering 90%. This indicates not only the significant financial influence betting companies wield over the sport but also how integral they have become to the funding and operations of professional clubs.

Concerns Over Proposed Advertising Ban

In May 2025, a contentious proposal emerged from the Brazilian Senate's Sports Commission advocating a complete ban on all sponsorships from betting companies. The proposal could potentially restrict advertising on team uniforms, stadium signage, and influencer collaborations, prompting alarm bells across various clubs. A collective statement from 31 professional teams has expressed fear that such a ban could lead to a “financial collapse” for many clubs, as over 30% of their marketing revenue is derived from these partnerships.

The joint declaration from these teams also reflects their concerns over operational viability without the financial support provided by betting sponsorships, warning that it would jeopardize their ability to compete effectively in a fast-evolving sports landscape.

The Broader Implications of Sponsorships

The study emphasizes that the financial contributions from betting companies transcend beyond mere kit logos. With Brazilian football clubs already seeing sponsorship contracts worth over BRL 1 billion, key players like Flamengo, Corinthians, and Palmeiras are relying heavily on these partnerships for direct financial help. Eduardo Sena, a Betting Specialist at BDA Brasil, underscores that betting companies have now become central to the operational fabric of Brazilian football. He cautions, “Banning such sponsorships without a viable substitute is like cutting off the oxygen for many clubs.”

The discussion surrounding the regulation of betting advertising necessitates consideration of both the economic significance and the structural role this sector plays within Brazilian sports. As the industry navigating regulations and contracts grows, advocates must ensure that any proposed solutions safeguard the sustainability and future competitiveness of clubs without inadvertently stifling their growth.

Conclusion

While the financial backing from betting companies has undeniably bolstered the Brazilian football economy, the ongoing discussions regarding advertising regulations could potentially reframe this dynamic. The outcome of the proposed ban stands to affect not only the financial health of clubs but also the overall landscape of sports sponsorship and marketing in Brazilian football.

The results from Leadstar Media's study expose the complicated relationship between sports regulations and the commercial ecosystem evolving around football, urging stakeholders to tread carefully as they approach these timely discussions on regulation and advertising in the sport’s burgeoning betting sector.