Representatives from prominent São Paulo football clubs, including Corinthians, Palmeiras, São Paulo, Santos, and Juventus, convened last week at the São Paulo Football Federation to address an impending ban on betting advertisements in the city. This initiative is gaining momentum as the city council is set to potentially vote next week on proposals that would significantly impact these clubs.
The meeting, which included around 40 professionals from the clubs’ legal, communications, and marketing departments, as well as representatives from various betting companies, highlighted the serious financial implications that such measures could have on existing sponsorship contracts with these firms.
A primary focus of concern is Bill 560/2025, which is advancing through the council. This bill seeks to prohibit advertising by betting companies at any events in São Paulo, regardless of whether they are organized by public or private entities, and whether they are for-profit or not.
The restrictions outlined in the bill extend to signage including banners and display panels at sports venues such as arenas, stadiums, and gymnasiums. Additionally, advertising on public transport—such as the sides or backs of buses—is also banned, with penalties of up to BRL50,000 ($10,000) imposed for violations. Clubs that violate the prohibition could face a suspension from hosting events for up to two years.
While the bill does not directly ban betting brand displays on team jerseys, there are city councillors advocating for amendments to include such restrictions. Clubs are anxious about the potential loss of significant revenue derived from sponsorships with betting companies, with Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) collectively bringing in BRL350 million annually from these partnerships.
There are concerns that the restrictions may compel clubs to relocate matches outside the city in order to preserve their advertising agreements. As stakeholders consider their options in response to this legislation, which includes educational initiatives and coordinated actions, efforts are already underway to engage political leaders in São Paulo.
Reinaldo Carneiro Bastos, the president of the São Paulo Football Federation, expressed apprehension over the proposed ban. He noted that losing this source of revenue would create a disparity that could affect performance on the field. He highlighted that betting company sponsorships are a vital income source for the clubs, and competitors from other regions could retain these advertising relationships, further underlining the potential competitive disadvantage for Corinthians, Palmeiras, and São Paulo.
