Currently, 70% of second division teams have a bet as their master sponsor.
If in the Brazilian Championship series A some clubs still do not display betting sponsorships — such as the Rio Grande do Sul teams Grêmio and Inter (Banrisul) and Cuiabá, just to name a few —, in series B, all 20 clubs have, in some way, betting houses on their uniforms.
The last team was Guarani, which reached a master agreement with Dafabet. Now, according to the PressFC survey, of all the clubs competing for access to the Brazilian football elite, 70% have a bet as their main sponsor, including Paysandu, Chapecoense, Ituano, Brusque and Novorizontino.
Furthermore, the analysis also shows that 95% of the teams have the presence of one of them on the main part of the uniform, with the exception of Chapecoense, which features the betting site with which it has a contract, KTO, on the back.
“As one of the main sources of income for the Série B teams, which receive lower prizes than the elite of the Brazilian Championship, the companies help the institutions with payments and hiring and favor the club’s image in the media. In addition, there is a greater capture of fans, especially those active in the betting market, since the companies offer benefits to the team’s fans and members”, said Renê Salviano, sports marketing specialist and CEO of Heatmap.
One factor that draws attention is the diversification of betting sites, with Bet7k standing out and being the one with the largest presence in the teams, with five teams — Brusque, Ituano, Mirassol, Novorizontino and Operário —, and being the main sponsor of Ponta Grossa.
EstrelaBet has the largest number of master sponsorships in the competition, with four clubs, namely América-MG, Botafogo-SP, CRB and Ponte Preta. In this scenario, there are also companies that prefer to focus on teams from the same state, such as BETesporte, which sponsors rivals Vila Nova and Goiás.
“We understand that sports as a whole, and especially football, have a very high market value compared to other players. The activations we do with fans have a great exposure capacity and show that the football market is a valuable tool. I believe that, in the near future, big brands will see football as a priority”, explained Leandro Figueiredo, head of sponsorships at EstrelaBet.
Meanwhile, Reals sponsors Coritiba and Amazonas, Blaze sponsors Santos, Pixbet sponsors Avaí, Betnacional sponsors Paysandu, Betvip sponsors Sport and Esportes da Sorte sponsors Ceará.
