Regulation reduces the presence of betting in the Brazilian Championship's Serie A.

Santos, Vasco, Bahia, Internacional, Grêmio, and Coritiba will no longer have sports betting companies as main sponsors on their uniforms for the 2026 Brazilian Championship season. The changes occurred between the end of 2025 and the beginning of 2026. The new regulatory framework for the sector increased the operational costs for betting companies and reduced the margin for investments in sports sponsorships.

In the 2025 edition of the Brazilian Championship, 18 of the 20 participating clubs had main sponsorship contracts with betting companies . Red Bull Bragantino and Mirassol were outside this category, although they maintained smaller agreements with companies in the sector.

The terminations occurred for different reasons, according to information from Folha de S.Paulo . The two clubs from Rio Grande do Sul ended their contracts with Alfa Bet after successive payment delays. Santos and Bahia opted to amicably terminate their contracts with 7k and Viva Sorte Bet. Vasco and Coritiba did not renew with Betfair and Reals Bet.

Of the six clubs, only Santos has signed a new agreement with another betting company. The annual payments under the new contract are approximately 30% lower compared to the previous one.

Regulation increases costs for operators.

Since January 1, 2025, the complete regulatory model established by Law No. 14.790/2023 has been in effect. The legislation makes the operation of fixed-odds betting conditional on the establishment of operators in the country and the obtaining of specific authorization.

The tax regime established a 12% tax on companies' gross revenue, known as GGR ( Gross Gaming Revenue ). There is also the incidence of PIS, Cofins, and ISS taxes. The legislation set a grant fee of R$ 30 million for authorization valid for five years.

For bettors, taxation applies to net winnings exceeding R$ 2.259,20. The tax rate is 15% on the amount exceeding the annual limit established for the Personal Income Tax (IRPF) table.

Gustavo Biglia, partner at the law firm Ambiel Bonilha Advogados and specialist in the regulation of games and betting, explained the previous context. “In practice, there was no requirement for national authorization nor a comprehensive tax regime for economic activity carried out in the country, which allowed for aggressive investments in marketing and sports sponsorship, given the significantly lower regulatory cost compared to the current one,” said Biglia.

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 the sector is still "dealing with some movements such as the increase in taxation, which was not foreseen and caused strategies to be rethought."

Lacerda added: “Even so, investments within sports will always be a constant and valuable asset, which also includes agreements with ambassadors and competitions, in addition to presence in sports programs on TV and digital platforms.”

Competition increases customer acquisition costs.

Sports betting companies have entered a phase of seeking efficiency after an initial cycle of aggressive investments. The focus has shifted from simply sponsorship on club jerseys. Betting companies have begun to prioritize actions with more measurable returns.

Fierce competition in the Brazilian market has increased the cost of acquiring new customers. This financial reality is forcing companies to revise their budgets. Funds are being reallocated to other communication formats.

Eduardo Corch, marketing professor at Insper and general director of the EMW Global agency for Latin America, pointed to this trend. “There’s also the market and competition factor. The cost of acquiring customers in Brazil has risen significantly, and the fight for market share is putting pressure on profit margins. This forces companies to review their budgets, often reallocating funds to other communication formats,” Corch stated.

Pietro Cardia Lorenzoni, legal director of ANJL (National Association of Games and Lotteries) and partner at the Betlaw law firm, projects that investments in the sector should be concentrated in a smaller number of companies. "In practice, what happened is that there was a large initial investment from several companies, but it's a market that is proving itself and going through a maturation process, and this decrease is natural," Lorenzoni stated.

Corinthians announced at the end of February the renewal of its agreement with bet Esportes da Sorte until the end of 2029. Annual payments increased from approximately R$ 100 million to R$ 150 million. The amounts could reach R$ 200 million depending on sporting results achieved on the field.

Darwin Filho, CEO of Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand, highlighted the importance of the agreement. “It’s a strategic partnership for Esportes da Sorte, which strengthens our connection with the fans and expands the possibilities for brand building through experiences, innovation, and more complete offerings,” said Darwin Filho.

José Sarkis Arakelian, consultant and professor at FAAP (Fundação Armando Alvares Penteado), assessed that there is a distortion in the amounts paid by betting companies to some clubs. "There was a bubble, and there still is a bubble for some clubs, regarding how much the bets pay out," stated José Sarkis Arakelian.

Leonardo Henrique Roscoe Bessa, consultant for the OAB (Brazilian Bar Association) and partner at Betlaw, a firm specializing in betting , described the betting market's investments in advertising as a "mirage of power."

“In the short term, money buys exposure. In the long term, only integrity guarantees permanence. In a sector under intense scrutiny, compliance with the law is not the brake, but the engine of differentiation,” stated Bessa.

In 2025, Anatel (the National Telecommunications Agency) shut down approximately 25 illegal betting websites that lacked the necessary permits to operate in the country.

Lacerda, from Ana Gaming, considers the fight against irregular platforms an important step towards building a more solid betting environment in Brazil. "Taking down illegal websites directly contributes to consumer protection and the fight against illicit practices, as well as being a recognition of the hard work done by companies that operate within the rules," stated Lacerda.

Arakelian, from Faap, projects that the decrease in betting companies in the market should result in a reduction in offers. "The demand for these spaces tends to decrease and, naturally, the values ​​offered," he said.

The consultant considers this trend an expected consequence of the market consolidation process. "This is something to be expected, as we see consolidation and the market becomes more mature."