São Paulo to display Superscore as master sponsor against Cruzeiro after Brazil’s betting ad restrictions

São Paulo will put the Superscore brand on the front of its shirt for Wednesday’s match against Cruzeiro at 21:30 (Brasília time) in the Campeonato Brasileiro. The move is a workaround to preserve its commercial relationship with Superbet after Brazil’s Provisional Measure on fixed-odds betting forced clubs and operators to rethink sponsorship visibility.

1. Superscore is not a random sticker swap. It is a sports statistics platform that belongs to the same economic group as Superbet, which lets São Paulo keep the broader sponsorship structure intact while changing the brand shown on the shirt.
2. The core terms of the São Paulo-Superbet contract remain unchanged for now, including the amounts set out in the deal. The shirt-front brand changes, but the commercial agreement itself has not been rewritten.
3. The current sponsorship runs until the end of 2030. A renewal signed in 2025 set a fixed value of R$ 678 million across six seasons, with the total rising to as much as R$ 1 billion if the performance targets in the agreement are met.
4. The change is initially described as temporary, but Superscore is expected to remain on the shirt for the match against Vitória on October 10, in the 30th round of the Brasileirão at Morumbis.
5. The legal backdrop matters more than the shirt swap itself. The Provisional Measure signed by President Lula on September 25 bans the operation, offering, intermediation, and advertising of fixed-odds betting in Brazil, and introduced a transition period for shutting down operations and removing advertising and sponsorship materials. Since Tuesday, the websites and apps of the platforms are supposed to be unavailable. For a high-risk operator, that is the kind of regulatory move that can turn a straightforward sponsorship into a compliance exercise overnight.

Superbet also holds the naming rights to São Paulo’s training center, the CT da Barra Funda. The club and the company are still in talks as they assess the new environment.