Sponsored by the company, São Paulo, Sport, Santos and Vasco, they have an exclusive contract with other bets and cannot promote another company in the sector
Viva Sorte, a company in the capitalization market, announced on Tuesday (14 January 2025) the launch of Viva Sorte Bet, its betting website. The company sponsors clubs such as São Paulo, Sport, Santos and Vasco, which have contracts with other sports betting houses. The launch of Viva Sorte Bet may cause conflicts with each club’s master sponsors, as contracts with other bookmakers include exclusivity.
O Poder360 found out and the bookmakers, seeking to protect the exclusivity of their contracts, contacted the clubs asking for a position on the matter or the termination of the contract with Viva Sorte.
São Paulo formalized its sponsorship with Viva Sorte in August 2024, with the capitalization company’s brand being displayed on the shoulders of the team’s shirt. The contract totals R$45 million, with R$7.8 million paid by the end of 2024 and R$18.6 million annually to be paid in 2025 and 2026.
In September 2024, Sport Recife also signed a contract with Viva Sorte, with the values not being disclosed. The brand will be displayed on the sleeves of the club’s shirt until the end of the 2026 season. Vasco, in the same month, announced an agreement with the company, without disclosing the values, with the partnership extending until 2026, with the brand will appear on the team’s shorts.
In the case of Santos, Viva Sorte not only prints the team’s uniform, but also acquired the naming rights of Vila Belmiro for a period of 10 years, with an initial value of R$15 million per year. The stadium was renamed “Vila Viva Sorte”. The contract provides for the possibility of increasing values based on established goals and will remain valid even if the club builds a new arena on the site.
Master sponsors two clubs
At the beginning of 2024, São Paulo formalized a contract with Superbet, a company in the club’s sports betting sector. The agreement guarantees the club R$52 million annually, with adjustments based on the IPCA each year. Furthermore, the partnership offers the possibility of increased revenue depending on performance in competitions.
Other clubs, such as Vasco, Santos and Sport, also have similar contracts with sports betting companies. Vasco signed a contract with Betfair in May 2024, Santos with Blaze in 2023 and Sport with Betvip in 2024.
- Vasco – Betfair
- São Paulo – Superbet
- Sport – Betvip
- Santos – Blaze
