The 2026 state championships started in January with a shorter duration due to the new CBF calendar.
Even so, the sponsorship market remained strong, with emphasis on bookmakers, who preserved and expanded partnerships in regional competitions.
In , there are 15 fixed sponsors. Three of them are bets: 7K Bet, Betano and Bet365.
This year’s edition brought back the Craque do Jogo trophy, awarded to the best athlete in each match, sponsored by 7K Bet.
The choice of the Star of the Game is made by the public on Paulistão’s social networks. In addition to the awards, the brand has exposure on LED boards, interview backdrops, side carpets and activations integrated into the match broadcasts.
For Nickolas Tadeu Ribeiro de Campos, founder and chairman of the board of Ana Gaming, the renewal reinforces the group’s strategy in sports.
“Renewing our sponsorship of Paulistão reaffirms our conviction that sport is one of the strongest platforms for connecting with the Brazilian public”, he states.
According to market estimates, each state sponsorship contract varies between R$5 million and R$15 million. Adding up all the agreements signed in regional competitions, the volume exceeds R$70 million during the tournament period alone.
Display of brands
In the Championships, Gaúcho and Cearense, Superbet maintained the naming rights.
In the Championship, Start Bet became an official sponsor for the first time, with the brand displayed on signs and backdrops in the 59 games of the competition.
Pedro Parigi, managing partner of Start Bet, states that the initiative strengthens the company’s operations in the country.
“Being present at all matches allows us to connect directly with fans and expand the brand’s visibility,” he says.
Calendar reduction
Sports marketing experts believe that the reduction in the calendar did not devalue the contracts.
For Renê Salviano, CEO of Heatmap, regional and national brands continue to see cost-benefit in state brands as a direct channel with the local public.
Fábio Wolff, managing partner of Wolff Sports, highlights the historical weight of these competitions.
“Regional championships are vital for many clubs. Without them, and without sponsors, many would lose support”, he states.
