Brazilian Football Clubs Suspend Betting Sponsorships Amid New 2026 Regulations

Brazil’s football landscape has witnessed a swift and impactful change following the introduction of Medida Provisória nº 1.394/2026, which prohibits the exploitation and advertising of fixed-odds betting. This regulation has led major clubs in both Série A and Série B to end or suspend betting sponsorships as the football season resumes after the Super Data FIFA break.

Atlético-MG and Santos, for instance, have severed ties with their betting sponsors. Atlético-MG ceased sponsorship with H2Bet immediately after the regulation came into force, while Santos suspended its agreement with Novibet, entering matches without a main sponsor. Similarly, Série B clubs displayed new brands replacing betting companies on their jerseys: Sport swapped out Bet Nacional for the photography platform Banlek; Goiás, previously partnered with Viva Sorte Bet, currently plays without a master sponsor; and a team from Minas Gerais replaced Bet Nacional with its own brand, Esquadrão 1909. Notably, Ponte Preta and Juventude played without any betting sponsors, with Ponte Preta losing 2-0 to Juventude.

Legally, clubs and industry associations are actively seeking remedies. The National Association of Games and Lotteries (ANJL) and the Brazilian Institute of Responsible Gaming (IBJR) have filed for a preliminary injunction in the Supreme Federal Court's Direct Actions of Unconstitutionality, overseen by Minister Luiz Fux. They aim to either suspend the immediate application of the provisional measure or push the deadline to December 31. The Attorney General's Office (AGU) has suggested a public hearing on betting regulations, which those organizations hope will bolster arguments to delay enforcement.

Moreover, the ongoing presidential election adds uncertainty to the issue’s resolution. With the first round complete and the runoff scheduled for October 25 between President Lula and Flávio Bolsonaro, many expect clarity on betting sponsorship policies only after the election.

In summary, while betting firms are currently sidelined from Brazilian football sponsorships, the landscape remains fluid, shaped by legal challenges and the national electoral context. Clubs have adapted by promoting alternative sponsors or foregoing sponsorships, signaling a significant, albeit temporary, shift in commercial partnerships in the sport.