Betting sponsorships fall in Serie A after regulation and tax increase.

Sports betting companies have reduced their presence as main sponsors on the uniforms of clubs in the Brazilian Serie A championship. Thirteen teams in the national football elite will have betting companies as their main partners in 2026. This number has decreased compared to 2025, when 18 of the 20 teams featured betting companies in prominent positions. Companies in the sector have reallocated resources to regional competitions, multi-purpose arenas, ambassadors, and television programs.

The change comes after a period of heavy focus on main sponsorships of first division clubs, according to VALOR . Companies directed investments to different areas, including sponsorship of arenas through naming rights and actions related to the 2026 World Cup, which will be held in Mexico, the United States and Canada.

The regulation of the sector and the increase in the tax burden on betting companies have driven the readjustment. The activity of sports betting companies was regulated at the end of 2023, after being legalized in the country in 2018. With the regulation, companies began to collect more taxes, reducing the amount available for advertising.

André Gelfi, president of the Brazilian Institute for Responsible Gaming (IBJR), explained that "the blanket has become shorter because a larger portion is going to taxes, so less is left for sponsorship." He added that "conditions have changed substantially [compared to the first boom in sponsorship contracts], so I think we are seeing this correction."

The year 2025 marked the first period in which the taxation effectively came into force. In that year, the number of main sponsorships reached its peak. In this 2026 season, after four rounds of the Brasileirão, the number has dropped to 13 teams.

The betting market in Brazil generated R$ 36,9 billion in gross gaming revenue (GGR) last year, according to data from the Ministry of Finance. GGR represents the operator's gross profit after paying out prizes to bettors. There is no comparison with the previous year, as 2025 was the first year in which taxation came into effect.

In total, 25,2 million people registered their CPF numbers (Brazilian taxpayer ID numbers) on betting websites. The various betting sites together had 100,7 million active accounts. The federal government collected R$ 4,5 billion in taxes, equivalent to 12% of the GGR (Gross Revenue). Estimates indicate that the illegal market is approximately the same size as the authorized market.

Currently, 80 betting companies are authorized to operate in Brazil. In the United Kingdom, there are 253 companies. In Spain, there are 77. Approximately 80% of betting companies in Brazil are still operating at a loss.

The direct tax on betting will rise from the current 12% to 15% of the Gross Revenue (GGR) in 2028. There is a bill in Congress that could raise this rate to 18% of the GGR in 2028. Adding Income Tax, Social Contribution on Net Profit (CSLL), PIS/Cofins and ISS, the tax percentage could exceed 25% of the GGR.

Gelfi added that currently in Brazil, around 80% of betting companies are still "with their noses underwater," alluding to the fact that they are still operating at a loss.

Pietro Cardia Lorenzoni, partner at the Betlaw law firm and legal director of the National Association of Games and Lotteries (ANJL), states that a consolidation process is already being observed in the country. "It doesn't seem to me that the Brazilian market can sustain 80 large, economically and financially healthy companies," he says. "Regulated operations present a challenge for these companies. The market is narrowing."

Alexandre Fonseca, CEO of Superbet, says that partnerships with football clubs will continue to be important for the industry. "However, football has also become an extremely expensive asset, very focused on brand building, reputation, and credibility," says the Superbet executive, whose company sponsors Fluminense and São Paulo.

Fonseca pointed out that part of the reduction in the number of betting companies sponsoring the Brazilian Série A may be related to the 2026 World Cup. "Brands end up having to choose between having some relevance in the World Cup or investing in the main sponsorship of clubs," the executive stated.

Guilherme Figueiredo, director of institutional relations at Betano in Brazil, highlighted that several rules were created as a result of the regulation. He specifically cited the 2024 rule that prohibited companies from investing in advertising the amounts deposited by customers but not yet converted into bets.

Figueiredo pointed out that larger companies with foreign capital, such as Betano, did not engage in this practice. However, several smaller companies used all available funds in their accounts to purchase advertising. "When regulation arrives, sponsorship contracts begin to be adjusted to a more appropriate value, closer to reality," he said.

Gustavo Afonso Ribeiro e Lacerda, founder and advisor of Ana Gaming, the holding company that manages the 7K Bet, Cassino Bet, and Vera Bet brands, stated that sports sponsorship remains strategic for the sector. "With regulation advancing and the sector becoming more professional, there is a natural process of adjustment," said the Ana Gaming executive, whose 7K Bet brand sponsors Vitória and the Campeonato Paulista (São Paulo State Championship).

Diego Bittencourt, marketing director at Start Bet, explained that the reduction in Serie A funding does not mean less investment in the sport, but rather a redistribution of funds. "Often, the value of a master sponsorship deal with an elite club can be redirected to naming rights for regional competitions, strategic ambassadors, or TV programs, which offer much greater exposure and depth of content."