Since Brazil legalized online betting in 2018, the market has continuously grown. Yet, there was an explosion in 2023. In result to this, bookmaker sponsorship have become necessary for financing Serie A football clubs.
The investment in clubs has increased the visibility of clubs, players, and betting companies. This cycle ended up reflecting the growth of this market in Brazil.
15 teams have bookmakers as master sponsor out of the 20 clubs in Series A. Put differently, brands occupy the most valuable spaces on the shirts of the respective teams.
Moreover, they allow the recruitment of athletes and investments in infrastructure, highlighting the significant investment by football betting companies.
This year, Flamengo signed a two-year deal with Pixbet. It guarantees US$170 million. São Paulo also signed with SuperBet for three years. It received 52 million reais per season.
Last year, Botafogo closed with Parimatch for two years. This guarantees 27.5 million reais per season. Cruzeiro signed a two-year agreement with Betfair. It guarantees 25 million reais yearly. With Betano, Fluminense renewed last July 2022. Until 2025, it receives 20 million reais.
These contracts reflect the growing importance of investments in financing Brazilian clubs.
Premier League is England’s top football league. Bookmaker sponsorship with them experienced an impressive 1,000% growth between the 2002-2003 and 2024-2025 seasons.
The number of teams supported by companies in the sector jumped from just 1 to 11 of the 20 participating clubs during this period.
Fulham was the first club to sign an agreement with a bookmaker. This is during the 2002-2003 season. However, the partnership with Betfair was brief. It ended after just one season.
In Premier League, the 2024-2025 season set a new record with 11 clubs. This is equivalent to 55% of teams, with bookmakers as main sponsors.
