São Paulo eye existing shirt sponsor to replace Superbet

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AVANTE MEU TRICOLOR

·28 September 2026

São Paulo eye existing shirt sponsor to replace Superbet

While awaiting a clear position from Superbet on what will happen after the provisional measure issued by President Luiz Inácio Lula da Silva (PT), which put an end to betting houses in Brazil, São Paulo’s marketing department is already studying solutions on what to do.

According to what AVANTE MEU TRICOLOR has learned, since last Friday (25), São Paulo’s directors have been in talks with partners already established with the Morumbi club and currently occupying other spots on the shirt to take over the main space.

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No figures are being discussed yet, but the Tricolor marketing department does not want the space left vacant once the total ban on betting companies definitively comes into force on October 5, when even commercially sold shirts will no longer be allowed to carry the Superbet logo.

Officially, for now, the classic against Santos at Morumbi, at 8:00 p.m. (Brasília time) this Friday (10/2), in the Brazilian Championship, will be the last match with the Romanian betting company on the shirt and with advertising in the stadium.

São Paulo’s sponsorship contract with Superbet, valid until the end of 2030, includes a termination clause without penalties if sports betting is banned in Brazil. Despite this contractual safeguard, the club and the betting company have still not defined the next steps or the strategy to be adopted after the publication of the provisional measure.

Main points of the contract between São Paulo and Superbet:

Values and Targets: The deal could reach up to R$ 1 billion over six years, conditional on achieving sporting targets.
Training Center Naming Rights: The agreement covers other commercial properties of the club, including the naming rights to the Barra Funda Training Center, renamed SuperCT.
Market Guarantee: In the renewal signed in April 2025, São Paulo included a clause to track the contracts of rivals (Flamengo, Palmeiras and Corinthians), allowing adjustments to the amount received if there are relevant changes in sponsorships across the market.

At the moment, besides the betting company, São Paulo’s kit features six other brands: Ademicon Consórcios (right shoulder blade), E-Football/Konami (numbers), Seguros Unimed (lower back hem), Moto da Gente (front lower hem), Unicesumar (shorts) and Elgin air conditioners (chest).

Also according to the report’s findings, São Paulo’s legal department is studying the possibility of agreeing with Superbet on a “freeze” of the contract. In other words, the deal would be suspended until the provisional measure is voted on by Congress, within up to 120 days of its publication.

Off the record, staff in São Paulo’s marketing department already admit that São Paulo will hardly be able, at first, to secure a deal that pays the same amounts backed by Superbet,

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