When it comes to branding on club jerseys, no one beats Brazil when it comes to sponsoring bookmakers. In local football, 19 of the 20 Serie A clubs have some kind of partnership with companies in this segment. The only one that escapes the rule is Palmeiras, which, however, has a sponsor of this sector in women's team.
After Brazil, the Liga Portugal appears, with 16 sponsored teams among the 18 participants. In the Premier League (England), there are 8 of the 20 teams with similar deals. In Ligue 1 (France), 6 out of 20 clubs. In neighboring Argentina, 6 of 28.
Bundesliga (Germany), La Liga (Spain) and Calcio (Italy) do not have teams with exposed brands of companies in this segment. In these countries, rules have been implemented that reduce the participation of bookmakers in football. And the same can happen in England.
“This growth in the country is due to the combination of some factors: arrival of payment system PIX, forced digitalization due to the pandemic and loss of sponsorship of some sectors by many football clubs,” says Ricardo Bianco Rosada, CMO of galera.bet.
With the regularization of betting companies in the country, there are already rumors that only licensed companies could sponsor them. “I believe that if that happens, the number of bookmakers tends to fall. We live in a growing cycle, which should become even more virtuous with the regulation and formalization of the responsible gaming policy in the country,” adds the executive.
Source: Veja
