Brazilian football is in the middle of a new battle—and it’s not on the pitch. This time, it’s clubs versus Congress. With a proposed crackdown on gambling in football sponsorships, teams across divisions are sounding the alarm: cut off this revenue, and you’re not just hurting the big names—you’re shaking the sport’s entire foundation.
A bill with broad consequences
The heart of the dispute is Bill No. 2,985/2023, introduced by Senator Carlos Portinho and currently before the Brazilian Senate. The legislation, recently approved by the Senate Sports Commission, proposes sweeping restrictions on gambling-related advertising in sports venues, broadcasts, and digital media.
Key provisions include:
- Banning static (e.g. pitchside) and digital signage for betting operators in stadiums.
- Restricting TV, radio, and online betting ads to a narrow watershed between 7:30 p.m. and midnight.
- Prohibiting the use of active athletes, influencers, and public figures in gambling advertisements—former athletes would only be allowed if retired for five years.
In effect, clubs argue, this represents “a prohibition disguised as a limitation.” That’s according to their joint statement, also echoed by Sport Club Internacional and many others.
Economic risks: R$ 1.6 billion in question
Brazilian clubs estimate that the ban would cost them R$ 1.6 billion (roughly US $310 million) in annual revenue. That figure would hit both powerhouse Serie A teams and smaller clubs with tighter margins .
To put this in context: as of April 2025, 108 clubs had betting deals, and in the second division, that number reached 70%; only two top-tier Serie A clubs lacked such deals. Fábio Wolff, director at Wolff Sports & Marketing, notes that “bookmakers invest amounts 15 times higher than companies in other segments” in Brazilian football.
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The regulatory backdrop
Sports betting was legalized in Brazil in 2018, but regulation lagged until Law No. 14,790/2023, signed December 2023. This law laid out licensing, taxation, anti-money laundering, and advertising rules. The regulated market went live in January 2025 with 14 full licenses and over 50 provisional ones.
Yet, high rates of gambling addiction soon caused alarm among lawmakers and public health officials. Addiction, fraud, and the use of welfare money on bets spurred the government to block illegal platforms, prohibit credit-card betting, and ramp up licensing enforcement.
Senator Eduardo Girão argued in favor of a full ban, pointing to personal tragedy and branding gambling a “humanitarian tragedy”. President Lula even warned in October 2024 that a ban was possible if regulation failed to curb addiction among vulnerable families.
Clubs say the solution lies in balance
In response, Brazilian clubs have not opposed regulation per se—but argue that the proposed bill is overreaching and economically destructive. A manifesto—the “Joint Declaration of Brazilian Football Clubs”—was signed by 11 Serie A teams and released in late May 2025, just before a Senate vote.
The document urges lawmakers to support responsible gambling policies while preserving existing sponsorship revenues, warning that premature and sweeping restrictions threaten the future of clubs across Brazil.
Clubs endorse an amendment proposed by Senator Romário that would allow static or digital advertising if linked to current contracts, ensuring legal certainty while preserving key income sources.
Final take
Brazil stands at a crossroads. Dozens of football clubs—cultural pillars from Rio to Recife—depend on gambling sports sponsorships for financial survival. At the same time, a surge in addiction, unregulated markets, and misuse of welfare accounts is demanding urgent action.
The clubs aren’t rejecting regulation outright. What they’re asking for is nuance: a framework that protects vulnerable citizens without gutting the financial backbone of the sport. From elite teams to local squads, survival hinges on getting this balance right. As the Senate’s vote looms, the outcome won’t just shape sports marketing—it could redefine the entire ecosystem of gambling sports in Brazil.
