Consortiums are taking advantage of the economic climate and are already playing a supporting role in football betting.
In recent years, Brazilian football has begun to display a new reality in its uniforms and arenas: the almost absolute dominance of betting companies. Present in 100% of the clubs in the Brazilian Championship's Série A and even in a good portion of the Libertadores Cup, betting companies have become protagonists in sports sponsorships, injecting millions of reais into the main showcase of national sport. However, a new movement is beginning to consolidate: the increasingly consistent entry of consortium companies into the world of football, reveals an InfoMoney report.
This trend is no accident. With traditional financing interest rates on the rise, consortiums have proven to be an increasingly viable alternative for Brazilians to realize their consumer dreams.
Data from the Brazilian Association of Consortium Administrators (Abac) shows that, from January to December of last year, accumulated sales in the sector reached 4,49 million quotas, a new historical record, with a 7,4% increase over the 4,18 million memberships in 2023. The business resulting from the sale of this volume of quotas also hit a record: reaching R$ 378,73 billion, 19,6% above the R$ 316,70 billion of 2023.
The entry of consortium brands into football is set against this backdrop of expansion. Although still far from the financial power of betting houses, these companies have been strategically investing in clubs with great popular appeal, developing personalized products and engagement actions with fans.
The annual volume of credits traded with sports activations already totals approximately R$ 1 billion, showing that the concrete results go beyond brand exposure.
Growing interest
One of the most emblematic cases is that of Multimarcas Consórcios, a sponsor of Atlético-MG since 2019. The Minas Gerais-based company, with over four decades of experience in the sector, has already served more than 50 successful consortium members and has over 300 stores across the country. The partnership with Galo (Atlético-MG's nickname) is now in its sixth year and has consolidated the model of targeted activations, such as the "Consórcio da Massa" (Consortium of the Masses), aimed exclusively at Atlético-MG fans.
“Football is an excellent business platform in Brazil. More than just increasing the company's visibility, these partnerships have helped consolidate our brand as a truly national company that understands and connects with fans throughout Brazil,” says Thales Rangel Mafia, marketing manager at Multimarcas Consórcios.
According to him, the project with Atlético-MG had a direct impact on results: R$ 573 million in credits sold across activations with Galo, Vasco, and Paysandu, in addition to a 65,1% increase in visits to the company's Instagram and a 293,3% increase in story views during specific campaigns.
Besides Multimarcas, other brands are following a similar path. Ademicon, for example, has had partnerships with São Paulo, Vitória, and Palmeiras since 2024. Kasinski Consórcio (KSK) invests in the women's soccer and basketball teams of Corinthians, while Consórcio Tradição has signed a contract with Vasco da Gama for two seasons.
Embracon opted for an institutional visibility strategy and sponsors the São Paulo Football Federation, with a presence on advertising boards via dual LED technology, a novelty in national broadcasts. In state championships, Sicoob also has a presence, holding naming rights for the Minas Gerais and Santa Catarina championships and activations in the Bahia championship.
Integrated strategies
Experts unanimously agree that the challenge for consortium brands goes beyond simple exposure. "With the massive presence of betting companies, the great challenge for brands in other segments is to differentiate themselves by creating authentic narratives and activations that complement the exposure on the uniform, transforming presence into connection and real remembrance with the fan," says Ivan Martinho, professor of sports marketing at ESPM.
Renê Salviano, CEO of the agency Heatmap, reinforces the importance of thinking about integrated strategies.
"Sponsorships must be activated with a well-designed strategy. The consortium needs to be presented not only as a product for acquiring goods, but as a financial planning tool. That's where true conversion comes in."
Among the 20 teams in the Brazilian Série A, 18 have a betting company as their main sponsor. Red Bull Bragantino and Mirassol are the exceptions, but both have betting company logos on their sleeves. However, for Fábio Wolff, managing partner of Wolff Sports, a direct comparison between these companies and the betting industry is unfair. “There’s no way to compete with betting companies right now. Despite this, other sectors manage to build successful case studies through well-executed strategic planning,” he states.
