Brazil Betting Firms Expand Sponsorship Beyond Football

Sports betting companies continue to dominate football sponsorships in Brazil’s top two divisions, but many are now extending their investments into other sports, including basketball and volleyball, as they broaden their presence across the country.

While football remains the primary focus for sponsorship spending, operators are increasingly supporting sports that traditionally receive less commercial attention. The move reflects a strategy to increase brand visibility while contributing to the development of a wider range of professional competitions.

At present, around one-quarter of the clubs competing in Brazil’s top basketball league, Novo Basquete Brasil (NBB), have sponsorship agreements with betting companies. In men’s volleyball, only one Superliga team currently has a betting operator as its sponsor.

Operators Expand Into New Sports

Among the companies diversifying their sponsorship portfolio is 1PRA1, which supports both Cruzeiro Basquete and Avaí Football Club. According to Tiago Grecco, Chief Marketing Officer at 1PRA1, investing in multiple sports helps strengthen Brazil’s wider sporting landscape.

Grecco noted that Brazil has significant talent in basketball and volleyball but believes those sports often receive less commercial support than they deserve.

He added that backing initiatives such as Cruzeiro Basquete allows the company to contribute to improved club infrastructure while connecting with new communities of sports supporters.

Football Remains the Main Attraction

Despite the broader investment strategy, football continues to attract the largest share of betting sponsorships. Approximately 60% of clubs in Brazil’s Série A currently have partnerships with betting operators, while roughly half of the clubs competing in Série B have similar agreements.

Only three clubs Flamengo, Corinthians and Cruzeiro currently receive betting sponsorship across both their football and basketball teams, highlighting the gradual expansion of commercial partnerships into multiple sporting disciplines.

As betting brands become more active outside football, operators are seeking to reach wider audiences while providing additional financial support to sports with fewer commercial opportunities.

Betting Interest Supports Sponsorship Growth

Football remains the most popular sport among bettors, but interest in other markets is also increasing. Industry sources identify UFC, tennis and basketball as some of the most frequently wagered sports after football.

Operators are expected to continue broadening their sponsorship strategies as they target new fan bases. Increased investment could provide greater financial stability for clubs while boosting the visibility of competitions that have historically attracted fewer commercial partners.

With Brazil’s regulated betting market continuing to expand, broader sponsorship activity could play an important role in supporting the growth of basketball, volleyball and other emerging sports across the country.