Last week, representatives from several prominent football clubs in São Paulo—Corinthians, Palmeiras, São Paulo, Santos, and Juventus—gathered at the São Paulo Football Federation to address potential changes following a proposed ban on betting advertisements in the city.
The São Paulo city council is set to vote on one of the proposals next week, which could have significant implications for local clubs.
Approximately 40 professionals from the legal, communications, and marketing departments of these clubs convened with executives from the betting industry to discuss the financial repercussions that such measures might impose, particularly on existing sponsorship agreements with betting firms.
A crucial concern for the clubs revolves around Bill 560/2025, which is progressing through the city council. This bill seeks to restrict advertising from betting companies at events within São Paulo, irrespective of whether they are organized by public or private entities, and whether they are for-profit or not.
The legislation is extensive; it not only bans signs, banners, or display panels at sports venues such as arenas and gymnasiums, but also prohibits advertising on public transportation, including buses. Violators of this ordinance could face fines amounting to BRL 50,000 (roughly $10,000) and be barred from hosting events for up to two years.
While the proposal does not specifically outlaw the display of betting company logos on team jerseys, there is a push among some city councillors to explicitly include this restriction in the bill.
The clubs are particularly worried about the financial implications. Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) reportedly have contracts totaling BRL 350 million annually with betting companies. There is fear that the new regulations could compel clubs to relocate matches outside the city to honor their advertising commitments.
Current strategies among the stakeholders include exploring educational campaigns and collective actions, as they work on coordinating responses with local political leaders in São Paulo.
Reinaldo Carneiro Bastos, president of the São Paulo Football Federation, voiced his apprehension regarding the impact of the proposed legislation, stating: "If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch." He emphasized that income from betting-related advertising is critical for the clubs, and should the bill pass as-is, clubs from other states would continue benefiting from such sponsorships, placing São Paulo clubs at a competitive disadvantage, specifically Corinthians, Palmeiras, and São Paulo.
