Sportingbet, current main sponsor of Palmeiras in Brazil, is in negotiations to also become the main sponsor of Santos, which is currently without a lead shirt partner following the early termination of its agreement with 7k.
Betano is also in the race and is considered a strong contender for the position.
Sportingbet is reportedly willing to offer more than Santos received from 7k in 2025, when the club collected BR51m ($9.2m) before the contract was cut short.
Santos forfeited a further BR54m that would have been due in 2026 after the agreement, originally set to run until April 2027, was rescinded after just eight months.
Despite the higher offer, Sportingbet’s proposal would still fall below the BR100m per year it pays Palmeiras for its main sponsorship. According to sources, the operator is looking to reallocate funds that had been reserved for performance bonuses linked to Palmeiras’ 2025 campaign.
As the club failed to secure any titles last season, those bonuses were never triggered and remain available.
Betano, meanwhile, is viewed internally as the frontrunner.
The operator currently holds the most valuable club sponsorship in Brazilian football after agreeing to pay BR268.5m per year to Flamengo in a deal signed in August 2025.
Sportingbet and Betano previously competed directly in Flamengo’s sponsorship process, which ultimately resulted in Betano securing the contract.
Santos is under pressure to finalize a new main sponsor quickly. In addition to the loss of 7k, the club does not expect renewals from other sponsors which currently occupy secondary shirt positions.
While 7k’s branding remains on Santos kits temporarily due to outstanding contractual deliveries, the club’s marketing department is restructuring its commercial portfolio ahead of the Campeonato Paulista.
Betano recently renewed its Campeonato Paulista sponsorship for the 2026 season
