Viva Sorte recently launched its own betting house, which would violate the exclusivity contract that the club has with Superbet in the segment. The agreement prevents the ‘Tricolor’ from displaying competing brands in the same sector.
The company joined the club in August of last year to be featured on the shoulders of the official match and training jerseys. The contract was valid until the end of 2026.
"São Paulo Futebol Clube informs that the sponsorship contract with the company Viva Sorte, which features the Viva Tricolor brand on the club's uniforms, is terminated as of today (18). With immediate effect, the brand will no longer be displayed on the club's jersey, and the exploitation of other properties that were the subject of the relationship will cease. SPFC will adopt the necessary measures to preserve its interests and implement its rights arising from the end of the partnership," the club reported.
Superbet did not think it was right to invest millions in São Paulo and have a competing company on the club's uniform. And it notified the club's directors, who accepted the complaints. Recently, Viva Sorte launched its own betting platform and ended up becoming a rival.
Two weeks ago, São Paulo and Superbet signed a renewal of the sponsorship agreement until December 2030, on the occasion of the club's centenary, with a record investment that should reach R$1 billion (US$172m). The brand appears on the front of the jersey, in the main part below the shield.
The fact that Viva Sorte launched a betting house that conflicted with Superbet could lead to the end of the partnership with São Paulo due to a termination fee in the agreement. The club will not give up the amounts. These would be the "necessary measures" revealed in the official note.
Source: GMB
