October 5 Deadline Forces Betting Brands Off Brazilian Football Shirts

Brazilian clubs have until October 5 to strip betting logos from shirts and other commercial assets under Provisional Measure 1,394/2026. For high-risk PSPs, the bigger point is not the shirt change itself, but the knock-on effect: a regulated betting market that was only launched on January 1, 2025 is already being pushed into contract resets, sponsor exits, and court fights.

1. Under Provisional Measure 1,394/2026, betting brands must remove their advertising from football shirts and other commercial properties by October 5. The measure is already in force, but it still needs approval from Congress to become permanent.
2. The same measure puts the licenses of the 85 betting companies previously authorized to operate in Brazil at risk on October 25. In practice, that means operators are having to decide now whether to unwind sponsorships immediately or wait and see whether Congress or the Supreme Federal Court changes the rules later.
3. The timing has caught clubs in the middle of contracts signed after Brazil’s regulated betting market went live on January 1, 2025. The sector has already drawn thousands of complaints since launch, which helps explain why some operators are using the measure to exit sponsorships without penalties, while others are suspending deals rather than terminating them outright.
4. Two live examples show how messy this gets. Vitória’s main shirt sponsor, 7K Bet, ended an agreement that had been due to run until 2027. Santos, by contrast, suspended its sponsorship with Novibet instead of terminating it.
5. The money at stake is large enough to reshape club budgets. Convocados estimates that betting companies paid about BRL1.03 billion ($197 million) in sponsorship to Série A clubs in 2025 alone. Cesar Grafietti of Convocados told NEXT.io that pitchside advertising could add another R$500m in lost revenue, with broadcast-rights inventory also under pressure.

The exposure is uneven. According to Sports Value, São Paulo got 73% of its marketing revenue from betting companies in 2025. Flamengo has also warned about the cost of replacing sponsorships and dealing with merchandise already printed with betting branding. Clubs have reacted by looking for political pressure, and some have gone to court: Flamengo joined ADI 8027 as an amicus curiae, arguing that the short transition period creates serious financial problems for football.