Brazilian State Football Championships Witness Shift in Naming Rights from Betting to Retail

Evolving Sponsorship Landscape in Brazilian Football

The naming rights for Brazil's state football championships are undergoing a significant transformation in 2026, with a discernible shift away from betting companies towards increased involvement from the retail sector. An analysis of commercial agreements across the 27 Brazilian state federations between 2025 and 2026 reveals this evolving dynamic. While 18 championships retain title sponsors, the composition of these sponsors has changed considerably.

Retail Sector Doubles Down on Sponsorships

The retail sector has notably expanded its footprint in Brazilian state football, doubling its participation in naming rights compared to 2025. This surge is exemplified by major agreements such as Casas Bahia, a prominent retail company, securing the naming rights for the Campeonato Paulista, Brazil's premier state competition. The tournament is now officially known as 'Paulistão Casas Bahia'. This marks a significant entry for a retail brand into the top-tier sports sponsorship arena.

Other retail brands, including Fort Atacadista, Martinello, and Novo Mundo, have also increased their presence. For instance, Novo Mundo replaced betting company 4play.bet as the main sponsor of the Goiás state championship.

Betting Brands Reduce Overall Presence Amidst Regulatory Scrutiny

Conversely, betting companies have collectively reduced their stake in naming rights for state football championships. In 2025, betting brands held naming rights for eight championships, a number that has decreased to six in 2026. While some betting operators, like Superbet, continue to hold significant sponsorships, such as the Campeonato Carioca for 2025, their overall portfolio has seen a reduction. Superbet, which sponsored six tournaments in 2025, reduced its participation to five in 2026. Other companies, including Bet Nacional and 4play.bet, did not renew their partnerships with federations in Pernambuco and Goiás, respectively.

This pullback by betting companies comes amidst a broader context of evolving regulations and market saturation. Experts suggest that some betting companies may have previously overvalued their investments in sports sponsorships. Furthermore, the Brazilian Football Confederation (CBF) has enforced a ban on unlicensed betting sponsorships, and the rise of illegal betting operators poses a threat to the financial sustainability of legitimate sponsorships.

Financial Institutions and Other Sponsors

Financial institutions have also seen minor adjustments in their sponsorship presence, moving from seven to six sponsored competitions. However, some, like Sicredi, have strategically expanded their reach, securing new agreements with federations that previously lacked sponsorship, despite losing the Paulistão naming rights.

The shift indicates a dynamic and competitive sponsorship market in Brazilian football, with brands continually reassessing their investment strategies in response to market trends and regulatory developments.