Flamengo seals Brazilian football’s biggest sponsorship deal yet
The Rio de Janeiro club announced a new agreement after terminating its contract with Pixbet.
Brazil.- The Clube de Regatas do Flamengo has confirmed a deal with betting operator Betano as its new master sponsor. The contract, which is subject to approval by the Deliberative Council at a meeting scheduled for today (August 19), is believed to be the largest ever signed in Brazilian football.
According to media reports, the contract will last three years and four months, beginning in September 2025. The agreement is estimated to be worth more than R$250m (€39.6m) per season, plus additional bonuses. According to a statement issued by the club, the deal includes professional football, as well as Olympic sports such as volleyball, basketball, and women’s football, as well as Flamengo TV.
Flamengo is believed to have received seven proposals from betting companies, but only those by Sportingbet, Betano and Superbet were considered. These all reportedly exceeded R$200m per season. Initially, Superbet was considered the favorite and reportedly even moved toward a preliminary agreement, but the situation changed with Betano’s entry into the competition.
Owned by Athens-headquartered Kaizen Gaming, Betano now operates in various markets in Europe, the Americas and Africa. In Brazilian football, it already has deals with the two largest national competitions, the Copa do Brasil and the Campeonato Brasileiro Série A.
The Flamengo board reportedly made its selection on Friday after a meeting that lasted several hours. The official announcement came yesterday. Flamengo had announced the termination of its previous contract with Pixbet last week.
The brand had sponsored the club since 2022, way before this year’s regulation of online gambling in Brazil. The contract, which was scheduled to run until 2027, was previously the largest in Brazil until the new deal, worth R$115m this year, rising to R$125m for 2026 and 2027. Flamengo would also be entitled to royalties linked to FlaBet, an igaming platform managed by Pixbet.
Although the termination was said to be amicable, the club was reportedly dissatisfied with late payments.
Pixbet briefly had its licence suspended back in April after apparent miscommunication led to a failure to submit technical certifications of betting systems and integration with financial intermediaries. The operator subsequently received full licensing authorisation valid until January 5, 2030 after submitting the required certifications.
