Last week, representatives from São Paulo's major football clubs—Corinthians, Palmeiras, São Paulo, Santos, and Juventus—gathered at the São Paulo Football Federation to address a proposed ban on betting advertisements in the city.
A significant proposal is poised for a vote in the city council, which, if enacted, could have dire consequences for the clubs. During this meeting, 40 professionals, including members from the legal, communications, and marketing teams of these clubs, convened with executives from the betting industry to voice their concerns about the financial fallout from the ban on betting ads, particularly how it might threaten existing sponsorship agreements with these companies.
One of the central issues under discussion is Bill 560/2025, which aims to prohibit advertising by betting companies during events in São Paulo, regardless of whether they are organized by public or private entities. This bill would restrict not only advertising in venues, such as stadiums and gymnasiums, but also on public transport, targeting advertisements on buses and other vehicles. Offenders would face penalties including a fine of BRL50,000 (approximately $10,000) and a temporary ban on hosting events for up to two years.
While the bill currently does not explicitly ban branding on team jerseys, some city councillors are advocating that this be included.
The clubs fear that this measure could severely impact their revenue from sponsorship contracts with betting firms, a source that currently contributes BRL350 million annually from teams such as Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet). There is also concern that such regulations might compel clubs to relocate certain matches outside of the city to uphold existing advertising commitments.
As stakeholders consider their options for responding to the proposed legislation, discussions around educational campaigns and collective action are being planned, alongside coordination with local political leaders.
Reinaldo Carneiro Bastos, president of the São Paulo Football Federation, shared his apprehensions regarding the bill, stating, "If the city's clubs lose this revenue, it will create a disparity that extends to the pitch." He emphasized that betting company advertising is a crucial revenue stream for the teams, and clubs from other states would continue to benefit from these agreements, putting Corinthians, Palmeiras, and São Paulo at a competitive disadvantage.
