Law 13/756, which governs sports betting, was enacted in 2018 and awaits regulation in 2022. Intense discussions have been taking place, but it seems that a model of taxation like the one in Denmark, the UK and Belgium is coming close.
Since 2019, betting companies began, in fact, to move the sponsorship market in Brazilian football through marketing investments in football clubs, arena rights (side-pitch boards), prisms, LEDs and 3D mats. And sponsoring competitions as well.
The reason is obvious: these companies seek brand awareness, that is, brand exposure, as they need to fix their respective names in people's heads. In this way, they seek to capture leads, customers with the potential to transform the passion and emotion of football into bets.
Of the 19 clubs in Serie A, for example, only Cuiabá does not have a betting company as a sponsor. In the other divisions, numerous clubs already have betting companies as sponsors.
In relation to the main championships, the same phenomenon has occurred. In the Brazilian Series A and B, for example, the maximum limit of five betting companies per division was reached. Many would have liked to be there, but were left out.
In short, in the Brazilian market today it can be said that the demand is higher than the supply in the main championships. Investments in this specific segment have been one of those responsible for heating up the market.
The other segment that has contributed significantly is also the Fan Tokens. Several clubs, such as Corinthians, Atlético-MG and São Paulo, among many others, have received value propositions that, when compared to different segments that already sponsored them, are significant and differentiated.
The timing is good, but those involved in this industry must make the most of the open tap to masterfully and tangibly deliver their assets.
After all, these companies seek, through the football platform, to increase their earnings. Investments that prove effective will have their assets valued in the renovation and those that do not have this competence, even so, may have the opportunity to try again. After all, as I stated above, the demand is high.
Fabio Wolff
Managing partner at Wolff Sports and professor at the MBA in Management and Sports Marketing
