How much do betting firms pay Brazilian clubs? Find out | OneFootball

The betting market has changed the relationship between clubs and sponsors. In just a few years, betting companies have gone from secondary spaces to prime properties on kits. The figures show this shift.

RTI Esporte Agency found that the sponsorship deals of the ten clubs with betting companies total R$ 985.5 million. The difference between the amounts reflects factors such as fan base, brand exposure, sporting performance, and each team’s commercial strength.

Flamengo leads the way, with a R$ 268.5 million deal with Betano. The amount is far above the other agreements on the list and puts the Rio club in a unique position within the sports sponsorship market.

Next is Corinthians, which has a R$ 150 million deal with Esportes da Sorte. São Paulo and Palmeiras round out the top four, with deals worth R$ 113 million with Superbet and R$ 100 million with Sportingbet, respectively.

Flamengo tops sponsorship ranking

The gap between the Rio-based Rubro-Negro and the other clubs stands out. The R$ 268.5 million attributed to the deal with Betano represents more than a quarter of the total considered in the survey.

The figure also surpasses, on its own, the combined amounts attributed to some of the clubs that appear in the lower part of the list. This helps explain the economic scale reached by the main advertising spaces in Brazilian football.

Corinthians is second with R$ 150 million, followed by São Paulo with R$ 113 million and Palmeiras with R$ 100 million. Four clubs exceed R$ 100 million, showing the weight of betting companies in the main commercial properties.

Fluminense and Vasco also appear

Rio de Janeiro has two other representatives among the biggest deals. Fluminense, for example, has a R$ 86 million agreement with Superbet, while Vasco appears with R$ 75 million from Sportingbet.

The amounts place the two clubs in different but still significant tiers in the betting market. The difference between Fluminense and Vasco shows that historical stature alone does not determine contracts, which also depend on term length, exposure, and the properties negotiated.

Atlético-MG, Botafogo, Cruzeiro, and Santos

In the second half of the list are Atlético-MG, Botafogo, Cruzeiro, and Santos. Atlético-MG and Botafogo have deals worth R$ 60 million and R$ 55 million, while Cruzeiro and Santos receive R$ 43 million and R$ 35 million, respectively.

Even the lowest amounts in the survey show the scale betting companies have reached in national football. R$ 35 million, for example, represents a significant sum for a club’s commercial property.

What explains the differences between the deals?

The price of a sponsorship does not depend on a single variable. Negotiations take into account audience, fan base size, nationwide reach, exposure, digital presence, sporting performance, and the properties offered by the club.

In addition, contracts have different structures. One may involve only one area of the kit, while another includes boards, digital assets, and promotional activities. That is why comparisons require attention: the nominal figure does not show all the terms of each deal.

Betting companies have gained ground in football

The presence of betting companies among clubs’ main sponsors reflects a transformation in the market. With heavy investment in advertising, they have come to occupy spaces once dominated by banks, telecommunications companies, retailers, and businesses from other sectors.

For clubs, for example, this movement represents a new source of commercial revenue. For betting companies, football offers a platform with massive reach and frequent contact with the public.

The list of the ten clubs, therefore, does not only show who receives more or less. It also records the change in the economics of Brazilian football and the influence the betting sector has come to exert in the race for the most valuable spaces on kits.

The amounts may change as contracts are renewed, replaced, or updated. Therefore, the ranking should be read as a snapshot of the reported values for the deals considered, and not as a permanent table of the market.

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