The Brasileirão returns on Wednesday, 7, after a 17-day pause, but with one major change: betting brands will no longer appear on team shirts, advertising boards, pitch-side materials, backdrops or other commercial properties.
The change follows the Government’s provisional measure banning fixed-odds betting operations in Brazil. Betting platforms went offline on Tuesday, 6, while clubs have been forced to adapt their sponsorship arrangements. Even though the championship, which is the biggest national football competition, is sponsored by Betano, the operator cannot advertise in it.
More than 20 teams from Brazil’s Série A and B have joined legal challenges at the Supreme Federal Court, arguing that the measure affects existing sponsorship contracts and their financial planning.
Flamengo was among the first clubs to join the legal challenge, while Botafogo, Cruzeiro, Fluminense and São Paulo are among the other teams involved. Justice Luiz Fux is the main name for the cases.
Some clubs have already ended or suspended betting partnerships, others are looking for ways to preserve existing commercial relationships. São Paulo will wear the Superscore brand against Cruzeiro on Wednesday. The sports statistics platform belongs to the same economic group as Superbet, providing an alternative way to maintain the relationship.
Clubs are also approaching companies from other sectors for short-term sponsorships, potentially covering individual matches or the remainder of the season.
The betting industry itself protested the ban during last weekend’s São Paulo-Santos match.
Before the ban, several of Brazil’s leading football clubs previously joined forces to defend the regulated betting market. In a joint statement, the clubs warned that banning bets could mean “the end of Brazilian football”, highlighting the sector’s financial importance to the sport.
Brazilian football fans have rejected clubs’ pro-betting posts, with up to 90% of comments on individual posts reportedly being negative
