Novibet has finalised the deal to become main shirt sponsor of Santos FC for three years. They secured a central position on the club’s jersey and could generate up to BR85m per season.
The structure includes a fixed annual payment of BR35m. But additional earnings could boost the total value by up to BR50m.
As part of the agreement, Santos will receive 25% of revenue generated from fans who sign up and place bets through club-linked campaigns.
Commercial Strategy and Partnership Context
The deal was announced by Carlos Freitas, Novibet’s country manager. He framed the agreement as more than a standard sponsorship, highlighting the club’s legacy as within Brazilian football.
Santos moved quickly to secure a new sponsor after ending its previous deal with 7KBet, reportedly valued at around $9.2m. Therefore, the club had to fill this gap with a new long-term shirt sponsor.
During the process, the club discussed with several potential sponsors, but also turned down an offer from ZeroUm due to internal compliance concerns.
Industry sources noted that multiple operators showed interest before the final decision was made.
Santos’ Legacy Strengthens Appeal
Santos FC remains one of the most recognised names in Brazilian football since its founding in 1912. The club gained global attention during the era of Pelé, whose career helped elevate its status worldwide.
The team plays at the Vila Belmiro, a venue closely tied to its history and identity. Santos has won multiple domestic and international titles over the years. Its reputation continues to attract commercial partners seeking visibility and cultural relevance.
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