In recent years, Brazilian football has exhibited a new reality in its uniforms and arenas: the almost absolute rule of betting houses. Present in 100% of the Serie A clubs of the Brazilian Championship and largely even from Libertadores, the Bets became protagonists in sports sponsorships, injecting millions of reais into the main showcase of national sport. However, a new movement begins to consolidate: the increasingly consistent ticket of consortium companies in the football universe.
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This movement does not happen by chance. With interest on traditional funding, the consortium has been an increasingly viable alternative for Brazilians to realize their consumer dreams.
Data from the Brazilian Association of Consortium Administrators (ABAC) show that from January to December last year, the accumulated sales in the sector reached 4.49 million quotas, a new historical record, up 7.4% over 4.18 million adhesions of 2023. The business, resulting from the commercialization of this quota volume also hit the mark of R $ 378.73 billion, 19.6% above of the R $ 316.70 billion from the year 2023.
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The entry of consortium brands in football has as its backdrop this scenario of expansion. Although still far from the financial power of betting houses, these companies have strategically invested in clubs with great popular appeal, developing personalized products and engagement actions with the fans.
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The annual volume of credits marketed with sports activations already adds approximately R $ 1 billion, showing that the concrete results go beyond the brand exposure.
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Increasing interest
One of the most emblematic cases is Multurecas Consortium, sponsor of Atletico-MG since 2019. The Minas Gerais company, with over four decades of operation in the sector, has already accounted for more than 50,000 consortium members and over 300 stores across the country. The partnership with the Rooster reaches the sixth year and consolidated the model of directed activations, such as the “Consortium of Massa”, aimed exclusively at Athletic fans.
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“Football is an excellent business platform in Brazil. More than increasing the company’s visibility, these partnerships have helped consolidate our brand as a truly national company, which understands and connects with the fans throughout Brazil,” says Thales Rangel Mafia, marketing manager at MultiMarcas Consortia.
According to him, the project with Atletico-MG generated a direct impact on the results: R $ 573 million in credits marketed between activations with Rooster, Vasco and Paysandu, as well as a 65.1% increase in the company’s Instagram visits and 293.3% in the views of stories during specific actions.
In addition to multi -brand, other brands follow similar trail. Ademicon, for example, has been partnering with Sao Paulo, Vitória and Palmeiras since 2024. Kasinski Consortium (KSK) invests in Football and Women’s Basketball of Corinthians, while the Tradition consortium has signed a contract with Vasco da Gama for two seasons.
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Embracon opted for an institutional visibility strategy and sponsors the Paulista Football Federation, with a presence in double LED advertising signs, novelty in national broadcasts. In the state, Sicoob also is present, with Naming Rights of the Mineiro and Santa Catarina Championship and activations in the Bahian Championship.
Integrated Strategies
Experts are unanimous in recognizing that the challenge of consortium brands goes beyond simple exposure. “With the massive presence of Bets, the great challenge for other segments is to differentiate themselves by creating authentic narratives and activations that complement the exhibition at uniform, turning a presence into a real connection and memory with the fan,” says Ivan Martinho, ESPM sports marketing professor.
Renê Salviano, CEO of Heatmap agency, reinforces the importance of thinking about integrated strategies.
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“Sponsorships should be activated with a well -designed strategy. The consortium needs to be presented not only as a product for acquisition of goods, but as a financial planning tool. That’s where the true conversion comes in.”
Among the 20 teams of Serie A Brasileirão, 18 have as its master sponsors a bookmaker. Red Bull Bragantino and Mirassol are the exceptions, but the two have bets marks on their sleeves. But for Fabio Wolff, managing partner of Wolff Sports, the direct comparison of the consortium with the betting segment is unfair. “There is no possibility to compete with Bets today. Nevertheless, other segments can build good cases through well -performed strategic planning,” he says.
