Sportingbet named as Palmeiras front-of-shirt sponsor in multi-year deal 

Brazilian football club Palmeiras has unveiled Sportingbet as its new front-of-shirt sponsor for both its men’s and women’s teams until December 2027. 

As a result, the Entain-owned operator will also be able to add its branding to the numbers on the back of players’ shirts, training and warm-up kits, as well as on all travel items such as t-shirts, suitcases, backpacks and caps. 

The agreement between the two parties also sees Sportingbet secure naming rights to TV Palmeiras and Palmeiras Cast, as well as the bookmaker’s branding featuring in TV Palmeiras content and broadcasts. 

Palmeiras players will don shirts that feature the Sportingbet branding for the first time on Wednesday 15 January when they face Portuguesa in the Campeonato Paulista. 

Antonio Forjaz, Sportingbet Latam general director, said: “Over the last few decades, we have built a reputation for trust, responsibility, credibility and success, which we can also see in the glorious 110-year history of Sociedade Esportiva Palmeiras.  

“We are very honoured to join the victorious men’s and women’s teams of Brazil’s greatest champion and such a passionate fan base.” 

Gavin Isaacs, Entain CEO, added: “This is a significant milestone in Entain’s history and reinforces our commitment to strategic markets such as Brazil. 

“We are confident that this partnership with Palmeiras, a club with a long tradition and achievements, will create unique opportunities to engage sports fans in a regulated market full of potential, always putting the fan experience first.”   

Palmeiras president Leila Pereira concluded: “We are very pleased with the arrival of Sportingbet and the beginning of this new era. I am certain that together we will build another successful partnership that will be immortalised in the history of Brazil’s greatest champion.” 

Sportingbet and Palmeiras’ new partnership represents a continued push from operators to secure prime branding and sponsorship opportunities in Brazil.

In the lead up to the regulated sports betting and igaming market launching on 1 January, several clubs and firms signed sponsorship agreements, with major brands including Betfair, Superbet and Stake all penning deals.

At the time of writing, 17 out of the 20 clubs in the Brazilian Campeonato Brasileiro Série A, the top division in the country, have a gambling firm as a front-of-shirt partner.

Reigning champions of Campeonato Brasileiro Serie A Botafogo have a front-of-shirt deal in place with VBET, which was penned last week. 

Flamengo have a partnership in place with Pixbet, while Greek-based bookmaker Novibet has its branding on the front of shirt, sleeves and shorts of Fortaleza. 

Between 2024 and 2027, Superbet will serve as front-of-shirt sponsor for São Paulo and a similar deal is in place between Esportes da Sorte and Brazilian football giants Corinthians.

Esportes da Sorte is also the main shirt sponsor for Bahia. 

Cruzeiro’s front-of-shirt sponsor will remain as Betfair until the end of the 2025-26 campaign, with that deal renewed just before the turn of the year after initially being signed in January 2023. 

Much like Cruzeiro, Vasco da Gama’s shirts are also adorned with Betfair branding. 

Last April, Fluminense agreed a front-of-shirt deal with Superbet and nine days after the regulated market went live, Stake was named as the main shirt sponsor for Juventude.

Only Internacional, Grêmio and Red Bull Bragantino do not sport gambling companies as front-of-shirt partners.

Internacional and Grêmio are both backed by bank Banrisul and Bragantino by its energy drink owners.

However, Internacional do count EstrelaBet as a partner and Grêmio have a deal in place with Esportes da Sorte.

The 2025 Brazilian domestic season will start on 29 March and end on 21 December.