São Paulo football clubs are joining forces to push back against proposed betting advertising restrictions in the city.
One bill is expected to reach the City Council floor next week.
Representatives of Corinthians, Palmeiras, Santos, São Paulo and Juventus met at the São Paulo Football Federation (FPF) to discuss a coordinated response. The meeting brought together around 40 people from the clubs’ marketing, communications and legal departments, alongside executives from five betting companies.
The clubs’ concern is straightforward: restrictions on betting advertising could hit a significant source of commercial revenue at a time when operators have become major sponsors of Brazilian football. Corinthians, Palmeiras and São Paulo had already begun coordinating efforts to monitor the bill.
The proposal, introduced by Councillor João Jorge, would prohibit betting operator advertising at events organised by public or private entities, whether amateur or professional, in public or private spaces across São Paulo. The ban would cover, at minimum, signs, banners and advertising panels at sports venues.
Penalties would range from a BR50,000 ($9,707) fine to a two-year ban on holding events.
The clubs also fear a competitive imbalance if restrictions apply only to São Paulo. The nearly BR270m-a-year betting sponsorship among Rio de Janeiro’s biggest club, Flamengo, with Betano is frequently cited as an example of the scale of deals available to clubs in other states.
The clubs and betting companies have not yet settled on their response. Educational campaigns, collective action and discussions with political leaders are among the measures being considered.
The FPF has asked the Mayor’s office for technical discussions before any sanction, arguing that the economic and sporting effects should be assessed first
