Betano renews Paulistão Feminino sponsorship, extends men's deal to 2027

Betano has announced the renewal of its partnership with the São Paulo Football Federation (FPF), continuing as sponsor of the Campeonato Paulista Feminino for a second consecutive season.

The sponsorship starts with today’s round. On the men's side, the operator confirmed its sponsorship of the Campeonato Paulista through 2027, extending a relationship that began five years ago.

In the women's competition, Betano will have exposure across LED boards, pitch mats, prisms and press conference backdrops, alongside activations including the Bola do Gol and the tournament's Golaço award, given to the competition's best goal. 

The sponsorship builds on Betano's other investments in women's football, including its sponsorship of Flamengo's women's team, the Brasil Ladies Cup 2025,and the Brazilian Institute of Women's Football (IBFF), through which it launched the free IBFF Academy platform.

"Renewing our sponsorship of the Paulistão Feminino for a second consecutive year reaffirms our commitment to developing the sport," said Fabio Ritter, Betano's Senior Sponsorship Activation Manager. 

"We want to be where fans' passion is, promoting gender equity and creating experiences that further strengthen Brazil's sporting landscape," he added.

In the men's championship, Betano will maintain its presence across LED panels, advertising boards and interview backdrops, with activations including the signed Bola do Gol and awards given out at every match across both the men's and women's Paulistão tournaments. The contract also includes fan engagement activities in stadiums and adjacent events, such as halftime challenges and watch parties.

Recently, the FPF and São Paulo's leading football clubs have opposed two bills that would restrict sports betting advertising, warning the proposals could trigger at least BR1bn ($185m) in sponsorship renegotiations and contract cancellations if passed in their current form.