Flamengo breaks Brazilian sponsorship record with Betano deal
Brazilian soccer club Flamengo has secured a sponsorship agreement with sports betting operator Betano, replacing Pixbet as the club’s main sponsor.
The club described the multi-year deal as the “largest partnership agreement in Brazilian soccer.”
Reports show the contract could reach BRL268.5 million annually, more than doubling the BRL125 million Pixbet extension that ended earlier this month.
It also beats São Paolo’s Superbet deal, previously considered the most lucrative in Brazil, which was worth BRL678 million through 2030 on a progressive structure, peaking at BRL140 million per season by the end of the decade.
The rival operator was also a favorite contender to sponsor Flamengo before Kaizen Gaming-owned Betano was chosen.
Betano branding will appear in the front-of-shirt slot across Flamengo’s men’s and women’s football kits. Beyond football, the Betano brand will also appear on the club’s basketball, volleyball, and Olympic sports programs, and the Flamengo TV DTC service.
For Betano, the agreement will enhance its visibility in South America. The brand already sponsored Brazil’s Serie A football league, Argentina’s top league, and Buenos Aires-based club River Plate.
Internationally, Betano became the first betting partner of UEFA’s European Championship in 2024 and had earlier partnered with FIFA for the 2022 World Cup.
Betano partnered with online games developer 7777 Gaming in July.
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