Atlético-MG ends master sponsorship with H2 Bet one day after beating RB Bragantino

Atlético-MG has terminated its master sponsorship deal with H2 Bet, after playing its last match with the brand on Saturday in a win over RB Bragantino in an overdue Brazilian Serie A fixture. The move matters beyond football branding: Brazil’s federal provisional measure now bars online casino games, betting, and any advertising tied to the sector, with clubs given until next Monday to comply.

1. Atlético announced that it had rescinded the contract with H2 Bet, closing a deal signed in December 2024 that the club said was the biggest sponsorship agreement in its history.
2. The contract value could have exceeded R$ 200 million and was set to run until the end of 2027. For H2 Bet, that meant top-tier shirt placement, training gear, the women’s team kit, and visibility on the club’s YouTube channel.
3. The termination follows a federal provisional measure issued by the Brazilian government that prohibits online casino games, betting, and any kind of advertising for the sector. The compliance deadline is next Monday.
4. The club is already looking for a new master sponsor for the shirt and, according to ge, wants to fill the space in its next match. In other words: the inventory is not staying empty for long.
5. H2 Bet and Atlético issued a joint note saying the partnership ended because of the government’s restrictions. The statement framed the deal as more than shirt branding, but the commercial reality is simpler: if the ad channel is gone, the sponsorship goes too.