Brazil’s provisional measure removes betting brands from half of Série A shirts, hitting R$ 1.1 billion in marketing revenue

A federal provisional measure banning advertising, marketing, and sponsorship tied to fixed-odds betting has left 7 of the 14 Série A clubs that had betting firms as main shirt sponsors without those brands on the chest. For high-risk operators and PSPs, the point is simple: when a market changes the rules, the first visible casualty is often the jersey, and the second is the sponsor budget.

1. The measure took effect ahead of the last two rounds of the 2026 Campeonato Brasileiro, and the survey published by Poder360 found that Bahia, Cruzeiro, Grêmio, Vitória, Palmeiras, Chapecoense, and Atlético-MG played without any brand in the main shirt position after the betting logos were removed.
2. According to Sports Value, betting companies accounted for 34% of marketing revenue among the 20 biggest clubs in Brazilian football in 2025. Those clubs generated R$ 3.2 billion in marketing revenue that year, with about R$ 1.1 billion coming from contracts with betting companies.
3. Clubs filled the sponsor gap in different ways. Corinthians switched to Shopee as its new main sponsor after a one-off action with Jota.ai, with the e-commerce deal covering the remaining Brasileirão 2026 matches. Santos announced Agibank to occupy the space until the end of the season, after first using the shirt to promote Instituto Leão do Mar in an institutional initiative.
4. São Paulo and Fluminense replaced Superbet with Superscore, since both clubs had the betting company as main sponsor. Botafogo and Vasco used the space to promote their membership programs, Camisa 7 and Sócio Gigante, while Athletico-PR did the same with its fan membership program.
5. Internacional has been without a fixed main sponsor since it terminated its deal with Alfa Bet in January 2026; in the last two rounds of the Brasileirão, the club wore Shopee on its shirts. Red Bull Bragantino and Mirassol did not need substitutions, since they already displayed Red Bull and Guaraná Poty in the main shirt position.

Flamengo and Fluminense took a different route during the match on Saturday (11/10), putting the phrase “Proibir não é proteger” on their shirts and stadium advertising boards in direct protest against the provisional measure. Flamengo had Betano as its main sponsor and tried to suspend the ban in court, but did not obtain an injunction before the deadline to remove betting brands from shirts.

Clubes and betting-sector representatives are now pressing the Supremo Tribunal Federal to suspend the measure. The text says Minister Luiz Fux is the rapporteur for the cases related to the issue.