The sponsorship money is transferred to the State Federations, which define their investment criteria according to their preferences.
The Paulistão, for example, which ended this Sunday (7) with Palmeiras defeating Santos, has partnerships with five betting companies: Esportes da Sorte, Pixbet, Novibet, Betano, and Sportingbet. This year's champion has no sponsorship from any betting company in the men's category, but Esportes da Sorte is a partner of the women's team.
In the Paulistão, Esporte da Sorte has exclusive properties in the competition, from arena deliveries to game broadcasts. In addition to exclusive access to the super property on substitution boards, thus acquiring a platform for display in all transmissions by the various rights holders of the tournament.
"Having a brand linked to a federation like the Paulista, with all its representativeness and greatness on the national scene, places us at a level above not only in terms of relationship and exposure but also transparency and credibility. It's not new for us to have this partnership with FPF, as we had the naming rights for Copinha, one of the most important youth competitions in this country," said Darwin Henrique da Silva Filho, CEO of Esportes da Sorte.
The Mineiro (Mina Gerais state tournament) also has five platforms as advertisers: Betano, Betnacional, Rei do Pitaco, Superbet, and MCGames.bet. This Sunday (7), once again, Atlético Mineiro, sponsored by Betano in its master space, took home the trophy.
The Carioca (Rio de Janeiro) has Superbet as an advertiser, but the naming rights for the competition belong to Betnacional. The champion Flamengo also lifted the trophy this Sunday, displaying Pixbet's sponsorship in the most prominent area.
In Rio Grande do Sul, the sale of naming rights reached a smaller competition: the Recopa Gaúcha. The match between the Gaúcho champion and the previous year's Copa FGF champion, whose trophy in 2024 went to São Luiz after defeating Grêmio, was named Esportes da Sorte. Additionally, FGF had partnerships with Betano, Betnacional, Rei do Pitaco, Superbet, and Segurobet. Moreover, Esportes da Sorte did well in the championship by also sponsoring Grêmio, which defeated Juventude on Saturday (6).
All State Championships with representatives in the national first division have at least one betting company as a sponsor. Even lesser-known regional competitions, such as Espírito Santo, Alagoas, or Pará, have such support.
Experts suggest variation
Although football requires more attention than any other sport in Brazil, sports marketing expert Renê Salviano, CEO of the company Heatmap, suggests diversification into other sports, such as volleyball.
"A solution for the betting market or any other segment is to analyze other sports with a large number of participants/fans and that still convey an image of authority like Brazilian volleyball, especially in an Olympic year where both indoor and beach sports are great global favorites. This year 2024 will be a turning point for the betting segment; it is extremely important that brands use their marketing money wisely, seeking commercial properties with good cost-effectiveness," he said.
Fábio Wolff, managing partner of Wolff Sports, points out that the company usually attracts more attention when it stands out from competitors in a particular event.
"The audience watches the matches interested in what happens within the four lines. Advertising messages are absorbed subjectively. The fewer the number of sponsors, the greater the chance of message absorption. A good example is the delivery of the Champions League. Ideally, there should be one company per segment for greater recall," he commented.
"The phenomenon of sports betting is unprecedented in the sports sponsorship market, and new standards have been created. The existence of several advertisers from the same segment in a property tends to greatly reduce the effectiveness of the space in question, but it is necessary to take into account that such a market is on the verge of regulation, and being present in the main sports properties and marking position can be key to future plans when the market tends to stabilize," analyzed Ivan Martinho, professor of sports marketing at ESPM.
Source: GMB / UOL
