São Paulo is about to announce the renewal with Superbet, a betting site that occupies the master sponsorship space on the club’s shirt. The renewal goes in the line of São Paulo marketing strategy, in renewing agreements by 2030, centenary year. In addition to stamping the uniform, the brand is responsible for paying part of midfielder Oscar salaries.
Officially, the values are not commented and will not be disclosed even after the official announcement. In the six seasons of the new contract, from 2025 to 2030, the Superbet will pay $ 678 million, according to the Poder360. The renewal was confirmed by Estadão. This season, the annual amount is R $ 78 million, with progressive adjustments to the apex of R $ 140 million in 2030.
Julio Casares, president of São Paulo, anticipated the renewal in an interview during the Libertadores draw on Monday night in Paraguay. Club marketing manager Leonardo Alladio endorsed the speech. “Since the boss has already reported (laughs). It will be very important (for the budget).
The amount for 2025 already has an appreciation compared to the previous contract, which provided for R $ 54.5 million for the current season. Performance clauses, in case of securities and vacancies in the most relevant tournaments, can increase the total payment to $ 1 billion.
In addition to the contribution, Superbet is responsible for paying part of midfielder Oscar, who returned to Sao Paulo after leaving Chinese football. Without this, it would be virtually impossible for hiring to be effective, as the São Paulo debt approaches $ 1 billion.
The financial balance of the first quarter of 2025 should present the deficit. The challenge is to close the year in surplus, as required by the Credit Rights Investment Fund (FIDC), which amortizes the club’s financial debt and imposed spending ceiling for the football department. Even if Superbet’s amounts are not fully paid, renewal is seen as crucial to this financial operation.
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“There is a significant increase in the values. São Paulo comes to appear as one of the country’s greatest sponsorship in terms of club shirt. A better situation, ”commented Casares at Conmebol headquarters in Asuncion.
Driven by Bets, Brazilian football increases the recipe over the robust sponsorship. According to the Ibope Repacom Patrocínio Map of Patrocínio study and released this month, the presence of betting houses grew 25% compared to 2023, when 12 companies in the sector were in the uniforms, to this day, with 18 sponsorships from 15 companies, only in Serie A.
Flamengo and Pixbet renewed, by 2024, until 2027, with the value of R $ 470 million (an average of R $ 117.5 million annually). Proportionally, it is still larger than the new hit of São Paulo and Superbet (average of R $ 113 million annually).
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Corinthians, with Lucky Sports, has $ 103 million per season, up to half of 2027. Palmeiras debuts this year the partnership with Sportinbet, until the end of 2027, with $ 100 million per year, which can reach $ 170 million, with performance triggers. In the case of Corinthians and Flamenguistas, the values are not discriminated between fixed amounts and awards.
Sign
Another agreement, already celebrated on Tuesday, was the concession of the Naming Rights of Cícero Pompeu Toledo Stadium to the BIS brand Bis, from Mondelez. The sign “Morumbis” was officially inaugurated. The partnership was made official in December 2023.
Since then, the stadium has gained new name, as well as brand activations and campaigns with São Paulo fans. On the other hand, the company is responsible for care around Morumbis. “We will do tree mapping, careful bike path, cycle lane, sidewalks.
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The agreement is valid for three years, with payment of $ 90 million, until the end of management is the end of 2026. A renewal is not yet discussed, but there is the understanding of harmony and success in the business. “When the idea came up, we were sure that, rarely, such large brands had such a natural connection. We joke that it is the ‘smallest Naming Rights in the world’, only with a ‘s’ turned Morumbi into Morumbis.
Mondelez, with the BIS brand, also sponsors the female team of São Paulo. The news was part of the uniform in the Final of the Super Cup of Brazil Women’s, won by São Paulo, on penalties, after a draw against rival Corinthians, in Morumbis, last Saturday. It is not foreseen the appearance of the brand in the male uniform.
In the field, Luis Zubeldía’s team makes an intertemporary after elimination in the Paulista Championship. The team debuts in Brasileirão on March 30, against Sport, in Morumbis.
