Brazil: Flamengo secures record sponsorship with Betano

Brazilian football club Flamengo has confirmed a new master sponsorship agreement with sports betting company Betano, replacing Pixbet as the team's main partner. The deal, announced on Monday, is valued at approximately R$250 million ($46 million) per year and will see the company promote its name in professional football, Olympic sports, including volleyball, basketball, and women's football, as well as Flamengo TV.

According to the club, the bidding process adhered to transparency standards, with all interested companies informed in advance of the minimum investment required. That threshold was set at R$200 million ($37 million) annually and included commitments not only to football but also to Olympic sports and marketing through Flamengo TV.

Although Flamengo has not disclosed the exact figures, it stated that the agreement represents the largest sponsorship in Brazilian football and ranks among the 20 biggest in world football.

In an official statement, Flamengo highlighted the significance of the partnership: “Clube de Regatas do Flamengo announces Betano as its new master partner. The agreement covers professional football, Olympic sports, including volleyball, basketball, and women's football, as well as Flamengo TV, strengthening the brand's presence across various aspects of the club."

"This is the largest partnership agreement in Brazilian football, a result of the strength of the Flamengo brand and Betano's global relevance. The Club thanks Betano for its trust and for the decision to have Flamengo as its global partner.”

Betano, which previously sponsored Fluminense and holds the naming rights to the Brasileirão, also issued a statement welcoming the partnership: “We received with great honor and emotion the news of having been chosen by Clube de Regatas do Flamengo as its new master partner.

"We recognize the historical importance of Flamengo and the responsibility of associating our brand with an institution of such reach and relevance in global sports. We thank the Club for the trust placed in Betano and await the final stage of the process – approval by the Board of Directors on August 19th.”

The agreement is still subject to approval by Flamengo’s Deliberative Council, which is scheduled to meet on Tuesday, August 19, 2025.