Brazil’s Copa do Brasil Seeks to Limit Betting Brands Among Sponsors

The Brazilian Football Confederation (CBF) is mulling capping the number of betting firms per sponsor in the next commercial cycle of the Copa do Brasil, reports O Globo.

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It wouldn’t rule out commercial elements in the tournament that would include the betting industry. Reportedly, the CBF is thinking about having just one brand from each business segment of the competition as sponsors, decreasing the number of betting brands that will be visible during the event.

Since 2023, Betano has been the title sponsor of the Copa do Brasil. The company also has the naming rights for the Brasileirão, which is the top-tier Brazilian soccer league. The company also owns the rights for the Brasileirão, which is the top league soccer in Brazil, which commenced in 2024.

Federation Seeks Greater Sector Diversity

The suggested solution is part of a larger CBF campaign to expand the variety of industries participating in Copa do Brasil commercial partnerships and to further diversify the advertising inventory of the event.

The federation also plans to focus on companies that have already proven their business viability and are considered by the federation’s leaders to be able to add to the commercial viability of the competition. This would be a departure from the sole goal of generating more sponsorship money and a more careful selection of advertisers, O Globo said.

The move follows a rise in the political and industry debate over betting advertising in Brazil, with both authorities and industry groups enacting more stringent guidelines on responsible gaming and advertising.

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Higher Media Rights Revenue Creates Flexibility

This change in the CBF’s commercial agreements, which has allowed for some flexibility in choosing commercial companies, has been backed by the recent negotiations for the Copa do Brasil’s broadcasting rights for the next 2027-2030 period. The deals are reportedly valued at over R$4 billion, which is about 80% higher than what was achieved in the previous round.

Media rights income is rising, and this allows the federation to be more commercial and diversify its brand than ever before from purely sponsorship income. The new cycle will also see some alterations in the way the competition is commercialised and broadcast.

CBF to Take Direct Control of Commercial Operations

Starting with 2027, the CBF will also begin managing the commercialization of the Copa do Brasil directly, just as they do with the Copa América. This federation will also make its own match broadcasts, thereby gaining more control over the advertising inventory of the games.

This inventory should cover everything from branded match clocks, stats, team lineups, key-moment identification, and other commercial insertions.

Such a change, however, may change the nature of the betting firms’ relationship with one of Brazil’s biggest football events, and not eliminate the industry from the CBF’s business agenda.

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Source: SBC Noticias