Sport Club Jaraguá has changed its traditional team colors as part of a new one-year main sponsorship agreement with betting operator Start Bet, which also secures naming rights to the club’s Arena Botafogo stadium.
The Santa Catarina-based club, founded in Jaraguá do Sul, historically wears black, red and yellow, colors inspired by the German flag in reference to the region’s immigration heritage.
Under the new agreement, however, the team will adopt purple as a primary color, aligning with Start Bet’s brand identity.
In addition to front-of-shirt exposure, the contract grants the operator naming rights to the stadium, along with branding across the training centre and in-stadium advertising assets.
The partnership also includes activation plans tied to social and community initiatives, as well as messaging around responsible entertainment.
Club president Valdemir Salviano da Silva described the sponsorship as central to the team’s current competitive cycle, stating: “The sponsorship from Start Bet is fundamental for our growth and for the challenges ahead. Our goal is to secure promotion to the top tier in Santa Catarina and a place in national competitions.”
Diego Bittencourt, CMO of Start Bet, framed the agreement as part of a broader regional investment strategy.
“In the country of football, building and maintaining a club is a daily challenge. By supporting growing teams, Start Bet fulfills its purpose of simplifying entertainment, helping to structure institutions that bring passion and community engagement.”
The deal follows Start Bet’s recent expansion into sports marketing, including its sponsorship activity linked to regional competitions.
18 of the 20 Série A clubs now feature a betting brand as their main shirt sponsor in Brazil
