What is Atlético-MG’s shirt worth without H2bet? Find out | OneFootball

H2bet’s departure affects the main commercial space on Atlético-MG’s shirt. The change comes after Provisional Measure No. 1,394/2026, published on September 25, which restricted the operation and advertising of betting companies in Brazil.

RTI Esporte Agency found that the contract provided for a fixed R$ 60 million per season, for three years, with bonuses that could raise the deal to more than R$ 200 million. The measure affected the club’s main sports property.

In practice, Atlético-MG needs to find a new source of revenue for the space that represented R$ 60 million per year in fixed value. This is the main figure for measuring the impact of H2bet’s departure.

What remains on Galo’s shirt?

Atlético-MG keeps other commercial partners, including Gerdau, MRV, and Banco BMG. The contracts remain relevant to the commercial composition of the kit, but the current amounts of each deal have not been publicly disclosed.

Therefore, there is no solid basis for adding up these properties and claiming that Atlético’s shirt is worth a certain amount without H2bet. What can be calculated accurately is the value of the contract that no longer occupies the master sponsorship spot.

There is also a specific property valued at approximately R$ 4 million per year, under a contract valid until December 2026. The amount helps gauge part of the commercial portfolio, but it cannot be used as a reference for the entire kit.

Nike falls into a different category

Nike should also be left out of this calculation. The company has been the official supplier of the Belo Horizonte club since 2026, under a multi-year contract involving sportswear, products, and other commercial obligations.

This is not a conventional sponsorship like H2bet’s. Therefore, including Nike in the sum with Gerdau, MRV, and BMG would represent the total economic value of the kit, and not just its advertising revenue.

Minas Gerais government offsets part of the loss

Galo also received a new commercial investment after the betting companies left. The Government of Minas Gerais announced R$ 15 million in sponsorship for Atlético-MG and Cruzeiro through state-owned companies such as Cemig and Codemge.

The brands will appear on both clubs’ kits. In Galo’s case, the amount represents a partial replacement of the revenue lost with H2bet. Compared with the former master sponsor’s fixed R$ 60 million per year, the R$ 15 million equals 25% of that amount.

The difference is R$ 45 million per season, but that does not represent a net loss. Atlético-MG maintains other revenue streams and can negotiate new spaces. The amount corresponds to the difference between the former master sponsor and the new sponsorship announced by the government.

After all, how much is Atlético-MG’s shirt worth?

Without the updated individual amounts from Gerdau, MRV, and BMG, it is not possible to establish an official figure for the total value of Atlético’s shirt without H2bet. The safest calculation is another one: the kit lost a property worth a fixed R$ 60 million per year.

The other sponsors, for example, preserve a relevant part of the commercial revenue, while the new R$ 15 million deal with companies from the Government of the State of Minas Gerais restores part of that space.

Thus, to return to the same financial level provided by the former master sponsor, Atlético would need to find approximately R$ 45 million more per season, in addition to the R$ 15 million already announced.

Atlético-MG’s commercial challenge, therefore, is not to rebuild the shirt’s entire value. It is to replace the most valuable property on the kit in a market that changed abruptly with the Betting MP.

While Gerdau, MRV, BMG, and Nike remain part of the club’s commercial structure, the master sponsorship spot becomes the main gap. And it is precisely this property that will determine how much of the revenue lost with H2bet Atlético will be able to recover.

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