By Brazil Stock Guide – Brazil’s top football league will begin its new season on Wednesday (28) with a notable shift in the sponsorship landscape, according to a report by IstoÉ Dinheiro. Only 12 clubs in the Serie A will feature betting companies as their main shirt sponsors, down from 18 teams a year earlier, signaling a slowdown after years of rapid expansion by the gambling industry.
The contraction reflects a cooling phase following an aggressive push by online betting platforms into Brazilian football, which had driven sponsorship values to record levels. As reported by IstoÉ Dinheiro, several clubs — including Vasco da Gama, Grêmio, Internacional, Coritiba, Bahia and Santos — ended deals with betting firms and have yet to secure new master sponsors. Red Bull Bragantino, backed by its owner Red Bull, and Mirassol, sponsored by a soft-drink brand, are also entering the season without betting logos on their jerseys.
Despite fewer agreements, headline figures remain elevated. Flamengo’s contract with Betano remains the league’s largest, valued at about 268.5 million reais per year through 2028, according to the report. Other long-term deals include Palmeiras with SportingBet, São Paulo with Superbet and Corinthians with Esportes da Sorte, underscoring that elite clubs continue to command premium valuations even as overall demand moderates.
Market analysts describe the shift as a recalibration rather than a collapse. Ivan Martinho, a sports marketing professor at ESPM, told IstoÉ Dinheiro that the first wave of betting sponsorships was driven by a race for visibility and market share, which inflated prices. “In the first phase, betting companies entered very aggressively, seeking scale and rapid visibility. That inflated the market,” he said. “Now, with clearer regulation, higher taxes and more pressure for efficiency, the logic has changed: fewer deals, more selective investment. I would avoid calling it a bubble.”
Martinho added that the sector is moving into a more sustainable phase. “This is not the end of betting in football, but the end of an initial euphoria. The market is maturing, which tends to be positive for clubs, brands and the long-term sustainability of the system,” he said.
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