Brazilian football clubs are adapting their commercial arrangements after the Government's ban on fixed-odds betting and related advertising came into effect.
According to national reports, clubs expect Supreme Court Justice Luiz Fux, who is overseeing the case, to decide on the matter only after the second round of Brazil’s elections.
Atlético-MG announced the termination of its sponsorship agreement with H2Bet after its final match featuring the company's branding, a win over RB Bragantino in a delayed Brasileirão fixture.
The Brasileirão, the Brazilian Championship, returned on Wednesday after a 17-day pause. Betting brands are no longer appearing on shirts, advertising boards, pitch-side materials or backdrops.
The club signed the deal in December 2024. It was the largest sponsorship in Atlético-MG's history, worth potentially more than BR200m and running until the end of 2027.
H2Bet said the partnership was ending because of the restrictions set out in the Government's Provisional Measure.
The termination comes alongside efforts to replace lost betting revenue. The Minas Gerais Government recently announced BR32m in state-owned company sponsorships for Atlético-MG, Cruzeiro and América-MG, with Atlético receiving BR15m.
Fluminense has found a different solution.
From Thursday's match against Coritiba, the club will replace its betting sponsor with Superscore, a free sports intelligence and real-time statistics platform belonging to the same group as Superbet.
According to Fluminense, Superscore displays no advertising, betting odds or recommendations for bettors.
The existing agreement runs until the end of 2029 and could be worth up to BR86m annually, including BR53m in fixed payments and BR33m in performance bonuses. The club said the change does not alter the contract's financial terms or deadlines.
São Paulo’s clubs have already begun removing operators’ brands despite warnings from several of the state’s leading clubs about the impact of the ban
