Betting brands have been an integral part of Brazilian football for decades. However, the new regulatory framework and introduction of the SPA licensing regime marked the beginning of a new era in sponsorship – one defined by stricter control, increased responsibility, and the end of the “anything goes” approach that had long shaped the market.
Over the past year, the new rules have led to the suspension of several major contracts, the revision of celebrity advertising campaigns, and the need for clubs to reassess their partnership strategies and partner selection.
As a result, the entire sports sponsorship industry in Brazil – the main marketing playground for betting companies – has undergone a complete transformation.
Ahead of the SBC Summit in Rio, let’s break down what triggered Brazil’s sponsorship reform, the impact of key provisions including Law 14.790, and how the event will help operators navigate this new sponsorship landscape.
Long before the market was officially regulated, betting had already become a part of everyday life for Brazilians. Despite operating in a legal grey zone, the market generated around R$120 billion (US$21.17 billion) in a single year.
However, the absence of regulation meant no restrictions, no transparency, and no legal accountability – neither for sports clubs, nor for betting brands. Foreign operators freely advertised, sponsored clubs, and promoted their services without oversight or consumer protection requirements. In short, sports sponsorship resembled a “Wild West”: maximum visibility – zero responsibility. And very little of the profit made its way back into the Brazilian economy.
The turning point came with Law No. 13.756, signed by President Michel Temer in 2018, which laid the foundation for future reforms.
Brazil’s path to regulation was far from smooth – marked by delays, years of political debate, and concerns regarding player protection. And although the law was proposed in 2018, real changes only began five years later. Here is a brief timeline:
- Dec 2018 – Law No. 13.756 adopted: fixed-odds betting legalized, and the Ministry of Finance was granted authority to develop the regulatory framework.
- 2019–2023 – successive governments failed to implement regulation, and foreign operators continued to flood the market.
- Dec 2023 – Law No. 14.790 approved: official regulation of betting and online gaming; a licensing and taxation system created under the new Secretariat of Prizes and Bets (SPA) at the Ministry of Finance.
- Jan 2024 – SPA created: Decree No. 11.907/2024 officially launches SPA, granting it powers over licensing, compliance, and oversight.
- Feb–Aug 2024 – a series of SPA regulations issued, including on advertising, sponsorship, responsible gambling, AML, and the key licensing framework (Portaria No. 827/2024).
- Dec 2024 – licensing period closes: operators must obtain an SPA license to operate legally; the license is valid for 5 years and covers up to three brands.
- Jan 2025 – regulated market goes live: only licensed operators may advertise, sponsor teams, and provide services in Brazil.
Before the rules came into effect, betting companies dominated the sponsorship landscape: 75% of title sponsors in Brazil’s Série A and around R$1.4 billion in commercial revenue.
Powerful marketing campaigns and star endorsements made sponsorship one of the most important brand growth tools – both for operators and for clubs. In 2025, once the rules came into force, the market experienced an unprecedented shift. Deals were frozen, revised, and in some cases terminated. However, within a few months the situation stabilized – clubs and operators adapted, and the market began to grow again.
As of January 2025, only SPA-licensed operators may sponsor, advertise, or promote betting. Clubs are prohibited from partnering with unlicensed brands, and the Brazilian Football Confederation (CBF) instructed leagues to terminate such partnerships. This led to a wave of contract cancellations and renegotiations – a clear signal that compliance now outweighs profit.
At the same time, the transition went relatively smoothly: by mid-2025, Brazil had 65 licensed operators and 171 brands. Every Série A club now has at least one legal betting partner.
For decades, Brazilian football was steeped in betting advertising: club kits, stadiums, pitchside ads, social media, celebrities. Over time, the line between sport and gambling began to blur – especially for younger audiences. Now, all betting advertising – from shirt branding to Instagram posts – is regulated by SPA and CONAR (Annex X).
For operators and clubs, this now means a ban on advertising that targets minors or portrays betting as a route to wealth. They must also include responsible gambling messages and age warnings. Regulators may additionally request approval of advertising materials.
Restrictions have also affected advertising with celebrities. Influencers and famous athletes played a key role in promoting betting for many years. Partnerships with Luís Figo, Cristiano Ronaldo, and others delivered instant reach and credibility. But as these campaigns grew, so did concerns: they attracted minors and glamorized gambling excessively. As a result, authorities support stricter rules – including a potential ban on active players, coaches, and anyone under 18 from appearing in betting ads. The goal is to reduce the “gloss” of gambling and protect young audiences.
The era when clubs simply received money from sponsors is over. Clubs now share responsibility for verifying partner licenses and ensuring SPA compliance. Every contract must be registered with the SPA; violations may lead to fines, removal of advertising, and even suspension of a license.
In 2025, major clubs – Santos, Atlético Mineiro, and Flamengo – already revised their agreements, becoming more selective in choosing partners. Clubs have shifted from passive recipients of sponsorship funds to active participants in shaping a healthy, transparent, and sustainable industry.
Brazil’s football sponsorship market continues to develop. While the shift from an unregulated to a licensed market may seem restrictive to some, it has created a healthier and more sustainable ecosystem.
Today, it’s not enough for operators to simply place their logo on a jersey. Partnerships must reflect integrity, responsibility, regulatory compliance, and social mission – values that fans, regulators, and clubs expect.
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