April 8 – Online betting operator Betano will replace Assaí as a title sponsor of the Brazilian topflight.
The terms of the deal were not disclosed, but the Confederation of Brazilian Football (CBF) will reportedly receive about 80 million Brazilian reais ($16 million) per season in a three-year deal. Assai’s last contract with Serie A was renewed at about $10 million per season.
The Serie A will kick off on April 13.
Betano already holds the naming rights of the Brazilian Serie B and the Copa do Brasil, two competitions that are organised by the CBF as well.
They were also a shirt sponsor of Fluminense but the Copa Libertadores champions recently decided to partner with Superbet. As a consequence, Betano only sponsor Belo Horizonte-based Atletico Mineiro in Serie A.
Betting operators represent 68% of top-tier sponsors in Brazil’s first three divisions. Banks come in second place with just 15%.
Late last year, the Brazilian government moved to regulate the gambling industry and in particular sports betting after a four-year grey zone. Soon, bookmakers will require a Brazilian license to operate in the South American country.
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