Flamengo, the Brazilian soccer giants, have announced prominent sports betting brand Betano as their new main sponsor in a deal the club claims is the “largest partnership agreement in Brazilian soccer.”
Betano, owned by Kaizen Gaming, will cover the primary front-of-shirt sponsorship slot on all Flamengo men’s and women’s kits, and additionally will gain prominent branding presence across the club’s operations, including the Flamengo TV DTC service.
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Beyond men’s and women’s soccer, the move sees Betano also cover Flamengo’s other sporting departments, including volleyball, basketball, and Olympic sports.
Reports vary as to the exact value of the multi-year contract, although a R$268.5 million ($49.6 million) annual value has been mooted, dwarfing any other partnership in the country.
If correct, that is more than double what Flamengo had agreed with previous main sponsor Pixbet, which had inked a R$125 million extension to its agreement with the club before the deal’s mutual termination earlier in August.
For comparison, São Paolo’s Superbet contract, the most lucrative in the country at this moment, is worth a total of R$678 million through 2030 on a progressive payment structure that will rise to as much as R$140 million per season by the end of the 2030 campaign.
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By GlobalDataSince the dissolution of the Pixbet partnership, the FlamengoTV brand has been featured on the front of Flamengo shirts.
In winning the contract, Betano beat out several other prominent sports betting firms (reportedly as many as seven), including the much-favored Superbet, to win the sought-after sponsorship inventory.
Flamengo currently occupy top spot in the 2025 Brasileiro table around halfway through the season, and are likely to qualify for the quarter-finals of the continental Copa Libertadores.
Having qualified for the knockout stages of the recent FIFA Club World Cup, the team has cemented its position as one of the most prominent in Brazil, ensuring that the seven-time Brasileirao national champions, and three-time winners of the Copa Libertadores (most recently in 2022) will once again command a sponsorship fee that sets it in the upper echelons of Brazilian soccer commercials.
For Betano’s part, this move also cements it as among the most prominent sports betting firms in the South American sponsorship market today.
Indeed, Betano has developed a strong presence on the continent, most prominently serving as the title sponsor of the Brazilian top-flight Serie A itself, as well as the top-flight of Argentina, and as the shirt sponsor of Argentine giants River Plate.
In addition to South America, the Betano brand is active in a variety of global markets, particularly in Europe, where it became the first sports betting firm to secure a partnership with the UEFA European Championship back in 2024, and partnered with the 2022 FIFA World Cup as the organization’s first betting partner a year prior.
Most recently, the brand renewed its sponsorship of Portuguese outfit Sporting, rounding off a sweep of the country’s three biggest teams.
