International edition
August 12, 2020

Although the guidelines for the implementation of this activity have not been issued yet

Brazil: sports betting sites are already sponsoring 65% of the national football league

Brazil: sports betting sites are already sponsoring 65% of the national football league
Throughout the year, 155 different sponsors were visible on the professional players’ clothing, a 30% increase as compared to last year, when 111 brands were exhibited.
Brazil | 12/23/2019

In accordance with research conducted by Ibope/Repucom, 13 out of the 20 teams that participate in the “Brasileirão” —the Brazilian Championship A Series— are already sponsored by eight online betting operators.

B

y signing into law an executive order that altered the allocations of national lottery proceeds, the then-president Michel Temer legalized sports betting in Brazil.

The guidelines for the implementation of this activity will not be ready for a few months and are currently the subject of heated debate within the National Congress, but the sponsorship market has already been opened.

In accordance with a reported released by Ibope/Repucom, 13 out of the 20 teams that participate in the country's primary football competition have already signed sponsorship agreements with eight betting operators. The football sponsorship market has now become the sixth-largest in Brazil.

Moreover, the 20 Series A teams never had so many brands on their uniforms ever before. Throughout the year, 155 different sponsors were visible on the professional players’ clothing, a 30% increase as compared to last year, when 111 brands were exhibited.

This means that, on average, each club advertises seven different brands during the tournament.

According to José Colagrossi, executive director of Ibope Repucom, 2019 was a year of evolution and innovation. "2019 will be remembered as a year of growth, innovations and interesting tendencies in the Brazilian sponsorship market. The void left by Caixa’s departure from Brazilian football has left a spot for new sponsors, such as digital banks, sports betting sites and new brands that have taken advantage of the opportunity and began appearing in football shirts for the first time," the executive director said.

It is worth noting that in 2017, the Caixa Econômica Federal —a Brazilian government-owned financial institution had 39 participations in different Series A teams. In 2018, that figure dropped to 32, but the bank remained as the top sponsor within Brazilian football. Jair Bolsonaro’s government decided no contracts would be renewed.

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