The 2026 Brasileirão Série A season began on January 29 with a noticeable change: fewer clubs are sporting betting companies as their main shirt sponsors. Only 12 of the 20 teams currently have deals with betting operators, a sharp 33% drop from last year’s total of 18.
Clubs Without Betting Sponsors
Several major sides — including Bahia, Coritiba, Grêmio, Internacional, Santos, and Vasco da Gama — have either ended or chosen not to renew their agreements and are now searching for new partners. Others, like Red Bull Bragantino and Mirassol, have turned to alternative sponsors, showcasing Red Bull and Guaraná Poty on their kits.
A Market Adjustment, Not an Exodus
While fans have interpreted the decline as a mass withdrawal, Michel Fauze Mattar, professor at FIA Business School, sees it differently:
“I don’t see it as an exodus, but rather as a sector adjustment. The absence of master sponsors reflects saturation of betting brands in football, regulatory changes that raised costs and risks, and a market correction after an inflated cycle.”
Financial Fair Play and Club Adaptation
The shift comes at a time when Brazilian football is entering a new era of financial fair play. The Brazilian Football Confederation (CBF) has introduced the Brazilian Football Financial Sustainability System (SSF), requiring clubs to settle debts incurred before 2026 by November this year. Stricter penalties, including points deductions and relegation, will begin in 2028.
Mattar warns that clubs must adapt to this new reality:
“Financial fair play requires clubs to align new revenue generation with efficient expense management. They’ll need to diversify sponsors, expand commercial packages, and reduce reliance on a single master contract. Greater financial discipline, especially on wages, will be essential.”
For years, betting companies injected unprecedented sums into Brazilian football, fueling transfers and boosting revenues. Now, with regulations tightening and sponsorship patterns shifting, clubs must rethink their strategies. From international brand expansion to youth development efficiency, sustainability is no longer optional — it’s a requirement for competitiveness.