October 5 Deadline: Betting Brands to Vanish from Brazilian Football Shirts

Betting companies are forced to disappear from Brazilian football shirts this week as clubs race to comply with a new government measure that could remove more than BRL$1 billion ($191 million) in annual sponsorship revenue from the sport. Three More Days Under Provisional Measure 1,394/2026, betting brands have until October 5 to remove their advertising from football shirts and other commercial properties. The 85 betting companies previously authorized to operate in the country are then due to lose their licenses on October 25. The measure is already in force but is still awaiting approval from Congress in order to become permanent. The sudden change has left clubs dealing with contracts that were signed under the country’s recently established regulated betting market which received thousands of complaints against companies from the sector since the official launch of the industry on January 1, 2025. Some operators are using the measure to end sponsorship agreements without penalties, while others have suspended deals rather than completely canceling them. In other words, they left the door open provided Congress or the Supreme Federal Court later changed the rules. One of the most prominent cases is that of Vitória, with the club’s main shirt sponsor, 7K Bet, ending the agreement originally due to run until 2027. Santos, meanwhile, decided to suspend its sponsorship arrangement with Novibet instead of terminating it. More Than Shirts Without a doubt, the financial effects will be substantial for the clubs, with Brazilian football consultancy Convocados estimating that betting companies paid about BRL1.03 billion ($197 million) in sponsorship to Série A clubs in 2025 alone. The impact, however, would also extend well beyond shirt fronts, with betting brands having become major buyers of pitchside advertising and other commercial packages. Cesar Grafietti of Convocados told NEXT.io that pitchside advertising could represent another R$500m in lost revenue. He also pointed to betting sponsorship attached to broadcast rights, although those advertising slots may be easier to sell to other companies. The impact will not be felt the same way among clubs. For example, São Paulo has received 73% of its marketing revenue from betting companies in 2025, according to Sports Value. Flamengo has also warned of significant losses, including the cost of replacing sponsorship and dealing with merchandise already produced with betting branding. The Clubs’ Response Clubs have responded on several fronts. Some have discussed political action, while a group has turned to the Supreme Court. Flamengo has joined ADI 8027 as an amicus curiae, arguing that the measure’s short transition period creates serious financial problems for football. Other clubs are expected to seek a role in the case. The search for replacements will not be an easy one, despite many technology and automotive companies having already increased their presence in Brazilian football. According to industry executives, few sectors have historically paid sponsorship fees comparable to betting operators. And what if the ban gets reversed? In the event this happens, Sports marketing executive Fabio Wolff expects contracts to return more cautiously, with shorter terms and stronger protections for sponsors. For clubs, that could mean a longer-term shift away from relying so heavily on betting money, even if betting companies eventually return to Brazil.