Brazilian Serie A Clubs to Receive Over $64M from Bookmakers in 2023

Bookmakers remain the main partners of football clubs in Brazil’s top division, Serie A, with 19 out of 20 teams set to receive a total of $64.75 million in 2023, according to iGaming Brazil.

The big brands actively use players’ uniforms for promotion, with the most popular places being the front of the shirt, back, and shorts. However, there are exceptions, such as Palmeiras, whose contract does not include the display of bookmakers’ logos on their uniform.

The partners of Brazilian clubs that invest the most are:

• Pixbet — $18.9 million;
• Lucky Sports — $11.9 million;
• StarBet — $7.1 million;
• Betfair — $6.5 million;
• Parimatch — $5.4 million.

Notably, Botafogo secured the most lucrative partnership contract, sealing the deal worth $5.4 million with Parimatch.

The only team in the top division without a bookmaker partnership is Cuiabá from Mato Grosso state.

Pixbet and Esporte da Sorte are the brands with the highest number of sponsorships within Serie A.

However, experts are keeping a close eye on expected regulatory changes in the sports betting industry, which could impact football investments. One key challenge is the requirement for bookmakers to obtain a Brazilian license, estimated to cost around $6 million over a five-year period.