Last week, representatives from several top São Paulo football clubs—Corinthians, Palmeiras, São Paulo, Santos, and Juventus—convened at the São Paulo Football Federation. Their agenda focused on strategizing against proposed legislation that would ban betting advertisements throughout the city.
The city council is set to vote on one of these proposals next week, which would have profound implications for local clubs.
The meeting brought together 40 professionals from various departments including legal, communications, and marketing, alongside executives from betting companies. The officials expressed significant concern regarding the financial repercussions these restrictions could inflict, particularly on existing sponsorship agreements with betting firms.
One of the principal concerns is Bill 560/2025, which is currently under consideration by the city council. If passed, it would prohibit betting companies from advertising at events in São Paulo, regardless of whether the events are organized by public or private entities, and whether they are for-profit or non-profit.
The bill would extend to prohibiting anything from signs and banners to display panels in venues like stadiums and gymnasiums. Moreover, it would ban advertising on public transportation, including buses. Violating the bill could result in fines of BRL50,000 ($10,000) and could restrict event hosting for up to two years.
While the proposal notably does not explicitly ban the display of betting company logos on team jerseys, some city councillors are advocating for the inclusion of such a ban.
Clubs fear that this legislation could drastically impact their revenue, especially as Corinthians (partnered with Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) alone secure annual contracts worth BRL350 million with betting companies.
There is also concern that teams may be forced to shift games out of the city in order to uphold their advertising agreements if the bill is passed.
Stakeholders are currently contemplating their response, which may involve educational outreach and coordinated efforts against the legislation. Talks are also taking place with local political figures.
Reinaldo Carneiro Bastos, the president of the São Paulo Football Federation, highlighted the seriousness of the situation, stating, "If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch." He further noted that betting company advertising represents a crucial income source for clubs, potentially putting them at a competitive disadvantage compared to clubs in other states that would still have access to such revenue streams.
