Flamengo Confirms Betano as new Football Sponsor

Flamengo has named online betting operator Betano as its new master sponsor, pending approval from the club’s Deliberative Council later this week. If ratified, the agreement will cover Flamengo’s men’s and women’s football teams, Olympic sports such as volleyball and basketball, and the club’s in-house channel, FlamengoTV.

The deal is being described by Flamengo as the largest sponsorship in Brazilian football history, surpassing its four-year partnership with Pixbet, which recently concluded. That previous contract, combining shirt sponsorship with licensing rights, was at the time considered a benchmark in Brazilian club sponsorships. During the Pixbet era, Flamengo captured multiple domestic and international titles, including the Copa Libertadores, Copa do Brasil, and the Supercopa do Brasil, strengthening both its sporting reputation and commercial leverage.

 

Category	Details
Club	Flamengo
Sponsor	Betano
Status	Pending approval from Deliberative Council
Scope of Deal	Men’s & women’s football, Olympic sports, FlamengoTV
Significance	Largest sponsorship deal in Brazilian football
Previous Sponsor	Pixbet (4-year deal, concluded recently)
Past Achievements	Copa Libertadores, Copa do Brasil, Supercopa do Brasil
Betano’s Other Deals	Bayern Munich (2025), Sporting CP (extended to 2029)
Commercial Implication	Major brand exposure across Flamengo’s sports operations and media channels
Industry Context	Betting sponsorship remains key in Brazilian football despite regulatory debate

 

Betano’s involvement highlights the growing role of betting companies in football sponsorship, despite recent discussions in Brazil about potential restrictions on gambling-related advertising. Clubs, including Flamengo, have generally opposed such proposals, reflecting the sector’s importance in the country’s football economy. Flamengo stated that the scale of the partnership reflects both the strength of its brand and the centrality of betting sponsorships in Brazilian football.

The agreement also fits into Betano’s broader international strategy. In January, the operator signed a multi-year deal with Bayern Munich, while in June it extended its main sponsorship with Sporting CP until the 2028/29 season. The Flamengo deal positions Betano in South America’s largest football market, giving the brand extensive exposure across sporting operations and media channels.

 

The scale of this partnership reflects both the strength of Flamengo’s brand and the growing significance of betting sponsorships in Brazilian football

 

Outlook

Analysts note that this partnership comes at a time when Brazilian clubs are increasingly looking for diversified revenue streams, particularly from digital media and international sponsors. By integrating sponsorship across multiple sports and the club’s media platform, Flamengo is leveraging its global visibility to attract high-value partners.

If approved, the deal will not only enhance Betano’s brand recognition in Latin America but also reinforce Flamengo’s position as one of the country’s most commercially powerful football clubs. With betting sponsorships continuing to play a significant role in club finances, the agreement underscores the evolving landscape of Brazilian football, where strategic partnerships are becoming as influential as on-field success.