Betano, the international sports betting firm, has entered into a deal to become the new title sponsor of Brazilian men’s soccer’s top-tier Serie A.

Through a three-year deal starting this upcoming season, Brazilian soccer’s governing body, the CBF, will bring Betano in to replace wholesale network Assai, the previous title sponsor. The tie-up will last through the 2026 campaign.

It has been reported that the CBF-Betano deal comes with an annual value of $16 million. Assai, meanwhile, renewed its deal for the 2023 season at a value of just over $10 million.

The 2024 20-team Serie A season will begin on April 13 and will run through December 8.

Betano already holds naming rights to the second-tier Serie B, with that deal struck last year, and to the knockout Copa do Brasil cup competition (also run by the CBF) until 2025.

In addition, it also has a commercial deal in place with the Atletico-MG team.

Elsewhere in terms of soccer sponsorship, meanwhile, Betano has reportedly agreed to a two-year front-of-shirt deal with English top-tier side Aston Villa, set to start next season.

Assai had held Serie A title sponsorship rights since the 2018 campaign.