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

In January 2025, Palmeiras became the last of the 20 Brasileirão teams to sign a sponsorship deal with a betting house. With this, 100% of the clubs in the top tier of national football are now sponsored by bets. 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 is a "novelty" in Brazil, the fact is that the sponsorship of betting houses 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 of the 20 Premier League teams have partnerships with bets. In Italy, Spain, and Germany, there are similar scenarios.

Where do these agreements come from?

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

But to understand the sustainability of these investments, it is necessary to look at the structure of these companies. The major betting platforms do not depend solely on sports; they operate as digital entertainment hubs, diversifying their catalog to expand their user base and global revenue. It's no wonder that it is estimated that bets will generate 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 croupiers 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—whether it's a plane taking off, an explosion, or a major impact.

This variety of products helps increase the revenue and popularity of the platforms, thus enabling agreements 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 greater purchasing power, which translates into better working and training conditions, better facilities, and better players. It's worth noting that the team invested more than R$ 600 million in reinforcements in 2025, with great chances of winning the Libertadores and Brasileirão this season.

The second way is through a general gain for the championship. When Palmeiras builds a great team and rivals acquire great players, more people watch the games. The more people, the more the economy circulates, and the more the team receives in advertising contracts, prizes, and other forms of financing.

The "boom" of bets is a clear reflection of the new digital entertainment economy. Let's hope it is 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.