Brasileirão: Bookmakers sponsor 19 clubs and reaffirm their position as main investor in football
With strong support for the competitions this year as well, the bookmakers have been present in the state, Libertadores, Copa do Brasil and other tournaments. The Brasileirão is also not left out, with galera.bet as a partner. The betting site sponsors the championship for the second consecutive year and has exclusive rights in the betting and sports betting segment until the 2024 edition.
“We are a brand that was designed exclusively for the Brazilian market, it is not by chance that we have the colors of the country. Thus, it was with great joy that we celebrated being part of the Brasileirão. The competition really stirs people's passion, as does galera.bet. Because of this, we spared no efforts to sign this agreement that comes from last year,” evaluated the CEO of galera.bet, Marcos Sabiá.
Links with the main clubs in the country have also been remarkable movements of the betting agencies. In addition to having the main series A contracts, the companies in the segment distribute to the teams of the national elite an amount close to R$ 330 million (US$ 67m) per year. With the new contracts signed by clubs with companies in the sector this year, among the new partnerships and renewals there are also significant examples of teams that secured the biggest deals in their history.
This is the case of Vasco, which renewed with Pixbet until 2024. With the new contract, the company increased the amount paid to print the main property of ‘Cruzmaltino's’ shirt. The value is the highest ever received by the club, which with 777 Partners has been seeking new revenues and expanding investment in the market. With the increase in revenue, Vasco was, for example, the second team that most invested in reinforcements for the season, at the beginning of the year.
Goiás also guaranteed important revenue when it closed with Esportes da Sorte for the main space of the uniform, in January. "This agreement, which is the biggest in our history, is very important for the institution's finances and has a great contribution to planning this season. The arrival of Esportes da Sorte also reaffirms our work to strengthen the brand, returning to having the capacity attract big companies,” says Tiago Pinheiro, Goiás' marketing director.
In Fortaleza, which has had greater national and international projection in recent years, the announcement, made in March, was of Novibet as the main investor for two seasons. For president Marcelo Paz, the contract is proof of this new phase: “The sponsorship demonstrates the evolution of the club at the national level. Novibet, which is a company of Greek origin, chose us to expose its brand in Brazil and this shows how we are building an image of credibility for the institution,” concludes Paz.
In the south, Internacional announced the extension of its contract with Estrelabet, with a renewal for another three years. The properties are for the back in the men's team uniform, and in the women's team uniform for the noblest place.
“With the renewal and expansion of the agreement with Estrelabet, we are in a new cycle. This support reinforces the brand's confidence in the greatness and history of the institution, and will also help us bring news to our fans. The contribution to women's football, which was already good and will get even better, will also be of great value," emphasizes Internacional president, Alessandro Barcellos.
In Série B of the Brasileirão, Sport stands out with Betnacional as the holder of the most noble space on its uniform. The agreement was renewed at the end of the previous season for a period of two years and guaranteed the ‘Leão da Ilha’ double what it previously received. The company even played an important role in the refurbishment of the club's TC.
"The bookmakers have consolidated themselves on the national scene and their financial incentive is becoming increasingly important. Sport receives a very important amount from Betnacional for the club's accounts and, with this partnership, it was possible to renovate the Training Centar and offer better conditions for all our employees,” highlights Yuri Romão, president of Sport.
Botafogo SP, which rose to the B series this year, ensured more visibility in 2023. According to the administrator of the SAF and main investor of the association, Adalberto Baptista, the ‘Pantera’ obtained a 400% increase in the value of the shirt compared to 2022. One of the new contracts closed at the end of the year was with Estrelabet, as master sponsor.
“It is a very important sponsorship and one that added even more value to Botafogo's shirt. The betting market is crazy, with values above what the market usually pays. There is constant demand from companies, but we are aware of the necessary precautions regarding credibility, as fans end up investing in these platforms,” explains Baptista.
Guarani also adhered to the new trend in Brazilian football, starting from the agreement with Esportes da Sorte for the most noble space of the uniform, signed at the beginning of the year. "Sponsorships from bookmakers have been consolidating each year. Since 2020, Guarani has had a brand on its uniform and we are currently with Esportes da Sorte, which is one of the main supporters of the club in the season. regulation not only involving football, but also all areas of activity," opines Marcelo Tasso, Administrative Superintendent of Guarani.
In the case of Juventude, in turn, the link comes from longer. Having featured on the club's uniform since 2021, Pixbet reached an agreement with the ‘Jaconero’ in the first half of 2022 to occupy the most noble space on the shirt.
“Having a Pixbet brand on our uniforms, which has become a reference in the sports betting market, is a source of satisfaction for Juventude. From the beginning of the agreement, we realized how valuable the partnership would be for both sides. We signed a two-year contract, which is very relevant for the club's planning, while for the company this also represents a continuous work of visibility and brand positioning,” evaluates Bruno Zaballa, Juventude's commercial director.
This year, bookmakers have further narrowed their sponsorship of teams and competitions in Brazil. On the other hand, Marcos Araujo, CEO of Esportudo, Portal de Notícias e Apostas, analyzes the large volume of agreements between Brazilian clubs and companies in the field as something that can “saturate the market.”
“The caveat I make is that it can give the feeling, mainly to the fan, that there are no differences between these companies. But, with the regulation, I think this could change, since firms that do not comply with the requirements will stop operating in Brazil and only the main ones will remain, which will guarantee the good practice of betting in the country,” he says.
Favorites to win
According to Casas de Apostas, a platform with a wide range of sports and betting options, the main title odds are, respectively, for: Flamengo (2.55), Palmeiras (3.45), Atlético-MG (6.29), Fluminense (9.53), Internacional (12.17) and Corinthians (17.23).
The numbers in parentheses are called odds, which are the probabilities of the result happening. The lower the number, the greater the chance. For example: Flamengo is the best-rated team to win the competition, with odds of 2.55. It means to say that if the ‘Rubro-negro’ is champion, R$ 2.55 will be returned for each real (local currency) bet on the club's victory.
