The regional football team of the Brazilian state of Bahia will enter the 2026 season with a revised commercial structure, after confirming that Viva Sorte Bet will no longer act as the club's main sponsor.
The decision marks the end of one of the largest sponsorship agreements in the club's history, signed in January 2025 and valued at BR80m.
While Viva Sorte Bet will step away from the master position, Viva Sorte, a separate brand under the same group, will remain involved with the club as a secondary sponsor, continuing its presence on the sleeves of Bahia's kit.
The original agreement also extended to sponsorship of the club's women's team, underlining the scale of the partnership at the time.
Banco BMG has been confirmed as Bahia's new principal financial sponsor for 2026.
The agreement includes a fixed payment alongside a variable component linked to the number of bank accounts opened through the club's commercial channels.
The new partnership has already been activated at youth level, with Bahia's under-20 side wearing the BMG logo during a 5-0 victory over Inter de Limeira.
At this stage, Bahia has not disclosed which company will assume the main sponsorship position on the first team's shirt, leaving open the possibility of a new commercial partner ahead of the upcoming season.
The change follows Bahia's amicable termination of a previous betting sponsorship with Esportes da Sorte in early 2025, illustrating the betting-led football sponsorships in Brazil.
Recent industry analysis shows that betting sponsors have driven a sharp increase in football shirt deals nationwide, reflecting both growing competition among operators and heightened regulatory scrutiny across the sector.
Brazil's betting boom has pushed football-related transactions up 55%, with tax revenue from the sector reaching BR13bn
