With the imminent signing of the sponsorship between Palmeiras and Sportingbet, betting companies have established themselves as the main sponsors of Brazilian football. Currently, around 80% of the clubs in the Série A of the Brazilian Championship have contracts with these companies.
In addition, 67% of the teams have already delivered their master odds for bets, totaling fifteen teams in the first division and twelve in Série B.
The presence of betting houses in Brazilian football is almost omnipresent, with only Palmeiras, Cuiabá and Guarani still without signed agreements. Guarani recently terminated its contract with Dafabet, which did not obtain the necessary license from the Ministry of Finance.
This type of sponsorship has become an effective strategy for attracting new bettors and the trend is for more and more clubs to attract this type of partnership, consolidating football as one of the main marketing platforms for brands in the sector.
On the list of the ten most accessed Bets in Brazil, compiled by Aposta Legal Brasil, only three do not sponsor clubs or competitions in Brazil: Bet365, Brazino777 and 7Games.
A case that exemplifies the impact of sponsorship agreements on the number of visits to websites is that of Esportes da Sorte. According to the survey, in June, before announcing the sponsorship contract with Corinthians, the company recorded 16 million monthly visits.
The following month, with the start of the exhibition with the club, this number shot up to 62 million, that is, an increase of 468.75%.
In September, the platform reached the 91 million hits mark and consolidated itself as the second most visited betting house in Brazil, behind only Betano, which has 96 million monthly hits and holds the naming rights for the two main national competitions: the Copa do Brasil and the Brasileirão.
Esportes da Sorte, which also sponsors other major clubs such as Athletico-PR, Bahia and Ceará, as well as Palmeiras in women's football, was already among the four most visited houses in the country at the beginning of 2024.
However, the partnership with Corinthians, which has the second largest fan base in Brazil, contributed to the exponential increase in visits to the brand's website.
Another example highlighted by the survey is Superbet, which arrived in Brazil at the end of 2023. In January 2024, the brand signed a master sponsorship with São Paulo and, in April, with Fluminense, both contracts valued at R$52 million (US$9m) per year each.
These agreements, combined with the sponsorship of regional championships such as Baiano, Capixaba and Cearense, were decisive for the company to reach more than 84 million monthly visits, assuming the position of third most visited betting house in the country in less than a year.
Source: GMB
