Since the legalization of online betting in Brazil in 2018, the sports betting market has seen a very large growth. However, it was in 2023 that this growth reached a new level, transforming the national sports scene. Bookmaker sponsorships have become crucial for the financing of football clubs in the Serie A of the Brazilian Championship, resulting in a true revolution in the way football is financed and promoted in the country.

The impact of bookmakers on Brazilian football mirrors a global trend. In the Premier League, England’s top football league, bookmaker sponsorship grew explosively between the 2002-2003 and 2024-2025 seasons. The number of clubs sponsored by these companies jumped from just 1 to 11 of the 20 participating clubs, representing 55 percent of the league. This growth marks a new record, surpassing the numbers of previous seasons and highlighting the increasingly relevant role of betting in football financing.

Currently, of the 20 clubs that make up Serie A, 15 have bookmakers as master sponsors. These sponsors occupy the most expensive and prominent spaces on the teams’ shirts. The financial support from these sponsorships has made it possible to hire both high-level athletes and investments in infrastructure, which contributes to the overall improvement of the teams. In addition, the visibility of clubs and betting companies themselves has increased considerably, creating a cycle that benefits both sides.

In 2024, Flamengo signed a two-year contract with Pixbet, which guarantees an investment of $170 million. Another big deal of the year was São Paulo’s with Superbet, which secured 52 million reais per season to the club. The previous year, in 2023, Botafogo established a two-year partnership with Parimatch, which brought in 27.5 million reais per season. Cruzeiro also entered into a two-year contract with Betfair, guaranteeing 25 million reais annually. In addition, Fluminense renewed its agreement with Betano in July 2022, with a commitment until 2025, totalling 20 million reais.

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