Brazilian football club Fluminense FC has reportedly agreed a deal with Superbet for the betting operator to become the team’s new front-of-shirt sponsor.
Inside World Football revealed that the deal is worth €7.7m per-year and is one of the more lucrative shirt sponsorship deals in Brazil football. Furthermore, the annual figure could rise to €9.6m if performance targets are met.
This see’s Fluminense significantly bolster its sponsorship revenue through the Superbet deal. The reigning Copa Libertadores champions previously had a €3.1m annual deal with another betting operator, Betano.
Superbet will also receive enhanced branding exposure across Brazilian football and in Rio de Janeiro. The betting operator also has a similar deal in place with São Paulo FC.
This becomes the latest example of a betting operator sponsoring a Brazilian football club amongst the backdrop of the recently regulated Brazilian sports betting landscape.
Flamengo FC signed a €15.5m-per-year deal with Pixbet for the latter to become its master sponsor last January. Meanwhile, Vai de Bet agreed a record-breaking sponsorship deal with Corinthians FC, in a deal worth €22m per season.
This proliferation of sports betting sponsorship deals can be attributed to the legislative passing of sports betting in the country, which was signed into law by President Lula da Silva in January 2024.
Brazil, which was a listed grey market since 2018, has now become a potentially profitable market for betting operators to enter, boasting a large population and a football league that has continuously produced world-class talents over the years, such as Neymar and Vincius Jr.
On a recent episode of the Behind The Badge podcast, held live in Rio de Janeiro, Coritiba FC Director of Marketing, Arnaldo Garcia, anticipated that the sports betting regulation would see a consolidation period for the market.
