Who will be the next Neymar?
Betano has renewed its sponsorship agreement with the Campeonato Paulista (Paulistão) for the 2026 season, extending its presence in one of Brazil’s most traditional football competitions for a second consecutive year.
The new edition of the Paulistã starts in January and features a revised format, with teams playing eight matches during the league phase.
As part of the renewed partnership with the Paulista Football Federation, Betano will once again activate its brand across the tournament, including exclusive actions during high-profile derbies between the state’s leading clubs.
One of the main initiatives involves the first goal scored in each of the major clashes. In those matches, the ball used for the opening goal will be signed by the goalscorer and later incorporated into special promotional activations organized by the operator.
Betano will also sponsor the award for the most beautiful goal of the competition, with the winner chosen through a public vote on the tournament’s social media channels.
In the 2025 edition, the prize went to football star Neymar. In addition, Betano’s branding will appear on the LED goal indicators installed on the pitch throughout the competition.
“Renewing our partnership with the Campeonato Paulista is a fundamental strategic step for Betano. Our intention is to go beyond traditional sponsorship, delivering experiences that value the talent and century-long history of the tournament,” said Fabio Ritter, senior manager of sponsorship activations at Betano.
“The presence of six clubs from the Brasileirão Betano in the Paulistão highlights the strength and competitiveness of the tournament.
For the brand, these great games represent the opportunity to be alongside the fans in special moments, making the competition experience even more engaging.”
Across the border, in Rio, Betano has established a temporary lounge on Copacabana Beach during the final weeks of the football season and the start of summer.
The total amount invested in front-of-shirt deals in Brazil rose from $82m in 2023 to $223m in 2025
