Brazilian football clubs have banded together against proposed restrictions on gambling advertising and sponsorship, warning that losing betting partnerships would put their finances at risk. Flamengo, Corinthians, Palmeiras, São Paulo, Santos, and several other teams published a joint statement on Sept. 17 opposing plans to restrict the regulated gambling market, while President Luiz Inácio Lula da Silva’s government weighs further measures against online betting and casino games.
The clubs argued that gambling sponsorships pay for stadium operations, training facilities, staff, women’s football, youth development, and other activities that can’t necessarily fund themselves. Smaller clubs, especially outside Brazil’s largest cities, would struggle to replace that money if existing contracts were terminated. Their statement acknowledged the social harm tied to gambling, but called for stronger consumer protection, enforcement against illegal operators, and improvements to the current regulatory system instead of prohibition.
Betting companies currently sponsor 13 of the 20 clubs in Série A, Brazil’s top football division, with those agreements bringing in more than R$1 billion for the teams. That number has come down from 19, though gambling companies remain major commercial partners across Brazilian football. Betano also holds the naming rights to the national championship, which gives the industry exposure well beyond individual club deals.
Corinthians, Palmeiras, São Paulo, Santos, and Juventus had already met at the São Paulo Football Federation on Sept. 11 to coordinate a response to the proposed advertising restrictions. Around 40 representatives from club marketing, communications, and legal departments attended, along with executives from five gambling companies. Corinthians, Palmeiras, and São Paulo hold betting sponsorship agreements worth a combined R$350 million annually, while Flamengo’s deal is worth almost R$270 million a year on its own.
São Paulo’s municipal council is considering legislation that would ban betting advertisements at sporting events in public or private venues anywhere in the city. Advertising boards, banners, and other promotional displays all fall under the proposal, with penalties running from R$50,000 fines to a two-year ban on organizing events. Club representatives have raised the possibility of moving some activities outside São Paulo to protect existing sponsorship agreements. The proposal isn’t law yet.
Brazil’s Senate Science and Technology Committee approved a separate federal proposal on Sept. 2 that would prohibit gambling advertising across television, radio, streaming services, social media, and other channels. Sponsorship of sports clubs, competitions, athletes, and influencers is covered too, shirt branding and naming rights included. Existing agreements would get a 24-month transition period if the legislation passes, and the committee approved an urgency request for consideration by the full Senate.
Lula’s government is separately preparing an executive measure that could ban online casino games while leaving conventional sports betting alone. Reuters reported on Sept. 17 that the version under discussion would also exempt sports sponsorship agreements, though ministers were still negotiating the final text. The government has raised concerns about household debt and gambling-related harm, while industry representatives warn that restricting casino products would cut into the revenue operators use to fund their sports partnerships.
Brazil Contra Bets, a coalition of 22 organizations, answered the clubs on Sept. 18 by disputing the idea that gambling sponsorships are essential to Brazilian football. The coalition backs restrictions on gambling advertising and sponsorship, pointing to household indebtedness, consumer protection, and gambling-related harm. It also argues that clubs developed their dependence on betting money relatively recently and shouldn’t use those commercial agreements as grounds for keeping gambling advertising in place.
The clubs have gone looking for direct discussions with government officials since the joint statement, with representatives contacting ministers and other members of Lula’s administration. Club officials told Folha de S.Paulo they hadn’t been part of the initial talks about the proposed executive measure and wanted a seat at the table before anything gets finalized. No final decision on the measure has been announced, and the separate federal and municipal advertising proposals remain under legislative consideration.