Brazilian Championship 2026: 40% of Serie A clubs are expected to change their main shirt sponsors.

Approximately 40% of the clubs in the Brazilian Série A championship are expected to change their main shirt sponsors for the 2026 season. These changes are occurring amidst brand repositioning and contractual issues, affecting teams such as Bahia, Santos, Fortaleza, and Vasco. The national competition begins on January 28th.

The total amount allocated to main sponsorships for Serie A clubs jumped from R$ 496 million in 2023 to R$ 1,117 billion in 2025, according to a survey by the Jambo Sport Business agency. This increase represents a 125% appreciation in just two years in the Brazilian football sponsorship market. Some experts interviewed by BNLData believe that the values ​​are overvalued by betting companies and that the scenario could change with the first year of betting regulation.

Viva Sorte Bet – Bahia

Viva Sorte Bet will no longer be Bahia's main sponsor in 2026. The company Viva Sorte Capitalização will maintain its brand on the shoulders of the Esquadrão shirt. Banco BMG will assume the role of the club's main financial sponsor, with fixed and variable values ​​depending on the number of bank accounts opened linked to the tricolor. Last Saturday (3), Bahia's under-20 team took to the field with the new sponsor's brand on the upper back of the uniform, but there is still no definition on which company will occupy the main space on the shirt.

7K – Santos  

Santos will begin 2026 without a main sponsor after prematurely terminating its contract with the betting company 7K. The agreement, valid until April 2027, could have yielded up to R$ 150 million to the São Paulo club if certain sporting goals were achieved. In 2025, Santos received R$ 51 million and failed to collect another R$ 54 million projected for 2026. The club's marketing department faces additional challenges with the non-renewal of contracts with other sponsors such as Havan and Viva Sorte Capitalização.

Bet Casino – Fortaleza

Fortaleza has received notification from Cassino Bet regarding the possible early termination of its main sponsorship contract. Negotiations to define the future of the partnership are ongoing, although the agreement is officially valid until the end of 2026. Cassino Bet's financial contribution to the Ceará club's coffers is R$ 30 million per year, making it the largest sponsorship contract in Fortaleza's history.

Betfair – Vasco

In Rio de Janeiro, Vasco did not renew its partnership with Betfair, which brought in R$ 70 million for the club. The Rio team is looking for new partners for the main space on its uniform, with negotiations underway with the operators ZeroUm and EnergiaBet.

Betfair and Betnacional – Cruzeiro

For now, the only confirmed change for 2026 is Cruzeiro's, which will stop using Betfair and will instead display Betnacional in the most prominent space on its jersey. Both betting brands belong to Flutter Brazil, which has decided to reorganize its strategy in the Brazilian market.

Alfa Bet – Internacional and Grêmio

In the south of the country, Internacional and Grêmio are facing problems with Alfa Bet. According to the agreement, each club would receive at least R$ 50 million per year for three seasons, but there have been payment delays. Grêmio opted to terminate the contract in early December and played in the last two rounds of the Brazilian Championship under the EnergiaBet brand, in a one-off agreement. Internacional has not yet publicly commented on the payment delays from its current commercial partner.

Contract maintenance

Flamengo currently holds the most valuable main sponsorship deal in Brazilian football. The club, Brazilian and Libertadores champion in 2025, will receive R$ 268 million from a betting company in 2025. In two years, the value of the club's main sponsorship increased by 215%, rising from R$ 85 million in 2023 to R$ 110 million in 2024, reaching its current level. After the announcement of the contract with Betano in August, Corinthians decided to request an adjustment from its current partner, Esportes da Sorte. Discussions are ongoing, but there may still be a change in the main sponsorship of the São Paulo club.

Those who will retain their current partners generally have long-term contracts. This is the case with Fluminense and Superbet (until 2030), Flamengo with Betano (2028), and a larger group, formed by Atlético-MG (H2bet), Botafogo (VBet), Palmeiras (Sportingbet), São Paulo (Superbet), and Vitória (7K), all with agreements until 2027.

The expansion of betting companies in Brazilian football has transformed the sponsorship landscape. Currently, 18 of the 20 clubs in the Série A of the Brasileirão have betting companies as their main sponsors. The only exceptions are Red Bull Bragantino, which belongs to the energy drink brand itself, and Mirassol, which has Poty as its main sponsor, although the betting company 7K, which contributes more money to the team, is considered the main sponsor even though its logo is positioned lower on the shirt.

In an interview with g1 , Idel Halfen, an executive with experience in marketing for large companies and elite Brazilian football clubs, stated that the multi-million dollar investments of betting companies have made it virtually impossible for other sectors to compete for main sponsorship spaces.

The sharp rise in sponsorship values, described by experts as "inflation," has clear explanations. Betting companies allocate a larger proportion of their resources to marketing and advertising compared to traditional businesses.

Halfen predicts that the consolidation of the betting sector should eventually reduce the amounts invested in advertising. “When companies already have a loyal clientele and a broad user base, it will be less necessary to 'burn' so much investment. The brand will be consolidated, and this consolidation tends to balance the market, reducing the need for aggressive spending,” stated the expert.

European countries have restricted advertising.

International experience shows that major European leagues have banned or restricted betting advertising at football clubs.

Spain: In 2021, the country banned advertising by betting companies at clubs, including on uniforms, stadium names, and competitions.

Italy: Since 2019, the country has banned any advertising of gambling — including on uniforms — through the Dignità Decree.

England: The country has adopted restrictions. Premier League clubs have until the end of the 2025/2026 season to withdraw main betting sponsorships. Sleeve sponsorships remain permitted.

France: Main sponsorship by betting companies is permitted. There are rules, but few restrictions compared to other countries.