Five football clubs in São Paulo are coordinating their response to proposed restrictions on betting advertising that could threaten millions of reais in sponsorship revenue and potentially force teams to relocate home matches.
Representatives from Corinthians, Palmeiras, São Paulo FC, Santos and Juventus met at the São Paulo Football Federation on 11 September to discuss legislative proposals targeting gambling promotions across the city.
The meeting brought together around 40 professionals from the clubs’ legal, marketing and communications departments, alongside betting industry executives. Their discussions focused on protecting existing commercial agreements and developing a joint response to the proposed restrictions.
The main concern is Bill 560/2025, which would prohibit betting advertising at events organised by public and private entities, including commercial and non-profit organisations.
The proposal would ban betting-related signs, banners and advertising panels in stadiums, arenas, gymnasiums and other sporting venues. It would also prohibit betting advertisements on public transport, including the sides, exterior surfaces and rear windows of buses.
Violations could result in fines of BRL50,000 (approximately $10,000), while event organisers could face restrictions on hosting events for up to two years.
Although the current bill does not explicitly prohibit betting company logos on football shirts, some city councillors are seeking to extend the restrictions to team jerseys.
Such an amendment could create additional complications for clubs with existing shirt sponsorship agreements.
Corinthians, Palmeiras and São Paulo FC currently receive a combined BRL350 million annually from their partnerships with Esportes da Sorte, Sportingbet and Superbet, respectively.
Club representatives are concerned that advertising restrictions could make it difficult to fulfil those contracts. One possibility under discussion is that teams might need to stage home matches outside São Paulo to preserve their sponsorship arrangements.
São Paulo Football Federation president Reinaldo Carneiro Bastos has warned that restricting betting sponsorships within the city could create financial inequalities between local clubs and competitors from other Brazilian states, where similar advertising arrangements would remain available.
The clubs have not yet agreed on a definitive response. Potential measures include coordinated action, educational campaigns and discussions with São Paulo’s political representatives.
The local dispute comes amid wider efforts to tighten gambling marketing regulations in Brazil. On 3 September, the Senate’s Science and Technology Committee approved Bill 2,470/2026, which proposes additional restrictions on betting advertising and sponsorship while introducing measures intended to strengthen consumer protection.
The legislation has advanced for further consideration in the Senate, adding to the regulatory uncertainty facing Brazilian football clubs and their betting partners.