Last week, representatives from five of São Paulo's major football clubs—Corinthians, Palmeiras, São Paulo, Santos, and Juventus—gathered at the São Paulo Football Federation to address concerns over a proposed ban on betting advertisements in the city.
One of the significant proposals is expected to be voted on by the city council next week, which could have a direct impact on local clubs.
The meeting saw participation from 40 professionals representing the clubs' legal, communications, and marketing teams, alongside executives from the betting industry. They voiced concerns about the potential financial repercussions of the proposed legislative measures, particularly as they could alter existing sponsorship contracts with betting companies.
A key focus of the discussions was Bill 560/2025, which is currently progressing through the city council. This bill seeks to prohibit advertising by betting firms at events held in São Paulo, whether organized by public or private entities and regardless of their profit status.
The legislation aims to restrict signs, banners, and display panels within arenas, gymnasiums, and stadiums, as well as public transport advertising, which includes buses. Violating this bill could incur fines of BRL50,000 (approximately $10,000) and lead to a suspension of event hosting for up to two years.
While the bill currently does not ban betting brand sponsorships on club jerseys, some city councillors are advocating for this ban to be included. Clubs are apprehensive that such a move would undermine revenue generated from partnerships with betting companies. Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) reportedly secure contracts totaling BRL350 million annually with betting firms.
There is growing concern that these legislative measures could compel clubs to host matches outside the city to preserve their advertising agreements. Stakeholders are debating how to react to these bills, considering educational initiatives and collaborative actions.
Additionally, efforts to coordinate with city political leaders are in progress, as clubs seek to protect their financial interests. Reinaldo Carneiro Bastos, president of the São Paulo Football Federation, conveyed a significant concern regarding the bill, stating, "If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch." He highlighted that betting advertisement income is crucial for clubs and warned that opposition clubs in other states would still benefit from such advertising, increasing competitive disadvantages for Corinthians, Palmeiras, and São Paulo.
