Brazil’s Série A Clubs Set to Earn Over $173M from Bookmakers in 2025

^{Pictured: Palmeiras unveiled Sportingbet as its new sponsor in January 2025}

The influence of bookmakers in Brazilian soccer continues to grow. According to iGaming Brazil, betting partnerships are projected to bring Série A clubs around 1 billion reais (over $173 million) in 2025.

Currently, all 20 top-flight clubs in Brazil have sponsorship deals with betting operators. The total annual value of these contracts is estimated at no less than 886.3 million reais (over $153 million). Sixteen clubs have primary sponsorship agreements with bookmakers, while the remaining four have secondary deals, with betting company logos placed in less prominent spots on their kits, such as the back or sleeves.

In 2024, bookmakers were among the biggest commercial partners in Brazilian football, trailing only the banking sector.

According to Ibope Repucom, the presence of betting companies in Brazilian football grew by 25% compared to 2023.

End to End, a sports marketing firm, expects sportsbooks to remain heavily invested in Brazilian soccer. “Brazilian football has become increasingly professional, bringing in great players and increasing its global visibility. This makes the product attractive to large companies, which will naturally seek to invest in the spectacle. Given this scenario, there is a logical movement by clubs to value their brands and, consequently, attract greater revenue for their jerseys,” said End to End CMO Bruno Brum.

As a reminder, Brazil’s regulated online betting market officially launched on January 1, 2025.