São Paulo Clubs Push Back Against Betting Advertising Ban

Representatives from Corinthians, Palmeiras, São Paulo, Santos and Juventus met at the São Paulo Football Federation to discuss their response to a proposed ban on betting advertising. 

This meeting brought together 40 professionals from the clubs’ legal, communications and marketing departments and betting executives. Their concerns centre on Bill 560/2025, which could be voted on by the city council next week.

The proposal would prohibit betting company advertising at events organised by public or private entities in São Paulo.

Jersey restrictions could put major sponsorship agreements at risk

The bill would ban signs, banners and display panels at arenas, gymnasiums, stadiums and other sports venues. Betting advertising on public transport would also be prohibited. Breaches could result in a BRL50,000 ($10,000) fine and a ban on hosting events for up to two years.

While the proposal does not push a total ban of betting brands on team jerseys, some councillors want that restriction added. Corinthians, Palmeiras and São Paulo have major sponsorship agreements with Esportes da Sorte, Sportingbet and Superbet respectively, worth BRL350 million annually.

Clubs are concerned the restrictions could force them to host matches outside São Paulo to preserve advertising agreements.

Football federation warns restrictions could create competitive imbalance

Stakeholders have not agreed on their response, although educational campaigns, collective action and engagement with political leaders are being discussed. 

São Paulo Football Federation president Reinaldo Carneiro Bastos warned that clubs in the city could be placed at a financial disadvantage compared with rivals in Brazil. “If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch.”

Bastos said betting advertising is a primary source of club revenue. Teams from other states would remain able to retain betting sponsorship and advertising, creating a competitive disadvantage for São Paulo-based clubs like Corinthians, Palmeiras and São Paulo.

The proposed restrictions create a difficult commercial problem for São Paulo clubs because betting sponsorship has become a significant part of their revenue structure. Extending this ban to jerseys would raise the stakes further, particularly if other clubs in Brazil are allowed to maintain similar sponsorship arrangements.