All Brasileirão clubs sponsored by betting firms: how does it work? | OneFootball

In January 2025, Palmeiras became the last of the 20 teams in the Brasileirão to sign a sponsorship deal with a betting company. With this, 100% of the clubs in the top-tier national football tournament are now sponsored by betting companies. But do you understand where this money comes from and how it can affect national football, especially the future of Palmeiras?

Is betting sponsorship common in football?

Although it's a "novelty" in Brazil, the fact is that sponsorship from betting companies in football teams and tournaments is relatively common in Europe and other countries.

In England, one of the countries with the most tradition in the betting market, 15 out of the 20 Premier League teams have partnerships with betting companies. Similar scenarios exist in Italy, Spain, and Germany.

Where do these deals come from?

When we see news about advertising deals between betting companies and football teams, what stands out are the high figures. According to a survey, more than R$ 1 billion was injected by betting companies into the Brasileirão clubs in 2025.

But to understand the sustainability of these investments, it's necessary to look at the structure of these companies. The major betting platforms do not rely solely on sports; they operate as digital entertainment hubs, diversifying their catalog to expand their user base and global revenue. Not surprisingly, the estimate is that betting companies will earn R$ 36 billion in 2025 in Brazil.

Among the entertainment options available on these platforms are all types of casino games. Slots (known as "slot machines") are there, as well as live game rooms where users can bet on rounds controlled by human dealers remotely.

A more recent type of game that draws attention is the Crash type. To understand how it works, we can cite the example of Aviator, the airplane game. When the user places a bet on Aviator, to win the round, they must withdraw their bet before the plane flies away. That's why this type of game is known as "Crash," because the round ends at a moment of rupture or break in a linear sequence—be it the takeoff of a plane, an explosion, or a major impact.

This variety of products helps increase the revenue and popularity of the platforms, thus enabling deals of this level.

How can this affect Palmeiras?

Any increase in the revenue of Palmeiras and Brazilian football in general can benefit the club in two ways.

The first, of course, is through the club's increased purchasing power, which translates into better working and training conditions, better facilities, and better players. It is worth remembering that the team invested more than R$ 600 million in reinforcements in 2025, with great chances of winning the Libertadores and the Brasileirão this season.

The second way is through an overall gain for the championship. When Palmeiras builds a great team and rivals manage to get great players, more people watch the games. The more people watch, the more the economy spins, and the more the team receives in advertising contracts, prizes, and other forms of funding.

The "boom" of betting is a clear reflection of the new digital entertainment economy. Let's hope it's possible to turn this financial investment into a sustainable legacy for the future of the sport.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.