The Brazilian Football Confederation (CBF) has begun selling sponsorship packages for the 2027 Copa do Brasil directly.
The institution is seeking to increase revenue from the competition as the country’s betting ban removes a major category of potential advertisers.
Previously, sponsorship sales were handled by an agency. For 2026, the CBF has an agreement with Brax that provides for annual payments of BR200m for advertising boards at the competition. However, the deal is expected to be reviewed because betting companies will no longer be able to advertise under the Government’s provisional measure.
Before the ban, the CBF was already pursuing direct sponsorship sales for the Copa do Brasil and had planned to limit the competition to a single betting sponsor. The new restrictions nevertheless remove an established source of commercial revenue at a time when the confederation is seeking to maximise the value of its competitions.
The CBF has already negotiated the 2027 television rights, securing more than BR1bn in revenue through agreements with Globo, Amazon and ESPN.
That additional exposure is expected to increase the value of sponsorship packages.
The confederation is forecasting between 10 and 12 sponsorship deals, depending on the size of the companies willing to purchase larger packages. While betting operators are excluded from negotiations for next year, the CBF has reportedly received a positive response from the wider advertising market.
The issue also has implications for CBF leadership. President Samir Xaud has reportedly opposed the ban and Vice-President Michelle Ramalho has also defended the regulated betting industry, arguing that licensed operators are being unfairly associated with match-fixing and gambling harm.
At least 23 Brazilian clubs have asked the Supreme Federal Court to participate in proceedings challenging the Government’s measure
