Betano made its official debut as Flamengo’s main shirt sponsor during the club’s match against Grêmio at Maracanã Stadium. The Brazilian operator secured a sponsorship deal worth BR900m ($158m) running through 2028.
This makes it the largest sponsorship agreement in Brazilian football history. Flamengo, one of Brazil’s most popular clubs, gave Betano prime positioning across multiple platforms.
The deal extends far beyond the main jersey. Betano’s branding appears on training kits, FlamengoTV, and even the women’s volleyball team. It’s a comprehensive partnership that covers almost every aspect of the club’s operations.
Why This Partnership Matters for Brazilian Gaming
The massive contract value shows how seriously operators take the Brazilian sports betting market. Flamengo has millions of passionate fans across the country, making them an ideal partner for brand exposure.
Betano isn’t stopping with football either. The company also became the official sponsor of the 2025 Brasil Ladies Cup. This multi-sport approach gives them broader reach than traditional single-team deals.
Brazilian football partnerships offer operators direct access to the most engaged fan bases in South America. The emotional connection runs deeper than typical advertising relationships.
The timing couldn’t be better. Brazil’s regulated betting market continues expanding rapidly.
What Happened During the Launch Event
The debut activation turned into a major stadium spectacle that went well beyond typical sponsorship launches. Flamengo organised elaborate 3D mosaics in the north and south stands of Maracanã.
Fans received 40,000 inflatables shaped like team jerseys and personalised shields. The visual impact was massive across the entire stadium.
During halftime, popular Brazilian singer Alexandre Pires performed for the crowd. The show connected directly to club culture rather than generic entertainment. Artists chosen had specific ties to Flamengo’s identity.
Flamengo’s “Torcida Jovem” supporters’ group created a special mosaic for the occasion. Their message read “Nós somos o Flamengo” (“We are Flamengo”).
The group was returning to the stadium after being absent for a period, making their participation even more meaningful.
How This Changes Betano’s Market Position
The partnership positions Betano across multiple touchpoints with Brazilian sports fans. They’re not just buying jersey space, they’re getting integrated into club media, training facilities, and other sports entirely.
FlamengoTV gives them year-round content opportunities beyond match days. The women’s volleyball team adds another audience segment that traditional football sponsors often miss.
Other Brazilian operators will likely respond with their own major club partnerships. The BR900m figure sets a new benchmark for sports sponsorship deals in the country.
Betano’s multi-platform approach shows they’re thinking beyond traditional advertising. They want to be part of fan culture, not just visible during matches.
