According to the survey, the teams stamped 172 different sponsors on their uniforms, which represents an increase of 19% compared to 2020, when 145 brands were advertised. As a result, the teams partnered, on average, with 8.6 companies throughout the season. In 2020, clubs had attracted an average of 7.3 marks for the year.
The survey reveals the break in the dominance of the financial sector in the noblest spaces of the jerseys of national teams. In recent years, banks and finance companies were the segment with the greatest presence in the so-called master sponsorships of the main clubs in Brazil. In 2021, however, this position went to betting sites, which were present in seven different teams, one more in relation to those that stamped brands in the financial sector.
Betano was the only company that sponsored more than one team, appearing in the prime space of the uniform of the Brazilian champion Atlético-MG and also Fluminense. São Paulo (Sportsbet.io), Sport (Galera.bet), América-MG (Pixbet), Atlético-GO (Amuletobet) and Bahia (Casa de Apostas) also had partnership with betting companies on the front of their jerseys.
"The year 2021 was more than the year of resumption of the calendar and of a certain normality, it was also a period of resumption of optimism and great perspectives. We have seen some trends confirmed, such as, for example, the sports betting segment becoming the leader in terms of volume of brands and contracts for master sponsorships in Serie A," analyzed Arthur Bernardo Neto, Head of Ibope Repucom.
Dominant in the master sponsors, betting companies were the fifth most present segment in the general survey of brands, with a presence also in other properties of the clubs' uniforms. There were 11 companies (Amuleto Bet, Betano, Betmotion, Betsul, Casa de Apostas, Dafabet, EsporteNet, Galera.bet, NetBet, Pixbet and Sportsbet.io) in total investing in national football - in this regard, the real estate segment led of construction and finishing, with 30 partner companies of at least one team.
Companies in the financial sector, which have led among the master sponsors in recent years, were present in six uniforms in 2021: Grêmio, Internacional, Juventude (all with Banrisul), Flamengo (BRB), Palmeiras (Crefisa) and Santos (Sum Up ).
Overall, financial brands ranked second in the number of different companies sponsoring clubs, with 20, spread across 39 different deals. Health service companies, also with 20, tied with financial companies in this regard.
Download here the Sponsorship Map of uniforms in Brazil in 2021 (available in Portuguese)
Source: ESPN/GMB
