Mauro Beting Highlights Football's Growing Commercialization and the Crucial Role of Naming Rights

In a focused discussion on Brazilian football's evolving landscape, sports journalist Mauro Beting emphasized the sport's shift toward being primarily a business. During the 136th episode of CNN Esportes S/A, hosted by João Vitor Xavier, Beting analyzed how football clubs are increasingly adopting corporate structures like SAF (Sociedade Anônima do Futebol), reflecting a broader commercial trend beyond just the sport itself.

Beting underscored the critical role of naming rights in the financial sustenance of clubs and related entities, criticizing some media outlets for neglecting to acknowledge these rights when referring to clubs, stadiums, and training centers. He cited the rebranding of Osasco Audax—2016 Campeonato Paulista's runner-up—as an example illustrating the necessity for media transparency and public recognition of business names tied to football.

Advocating for a "media pact," Beting insisted that media must correctly refer to clubs according to their paying sponsors, stating, “If it’s Beuzebú Esportes, then it should be called that. We, as media, need to recognize those who invest in the business.” This acknowledgment, he argued, is vital to valuing the commercial entities that underpin football in Brazil.

The episode also explored football's multi-billion real sports market from an economic perspective, discussing the fragmentation of broadcasting rights and its implications. Beting’s commentary reflects an ongoing transformation in Brazilian football, where the balance is increasingly tipped toward business and entertainment values, requiring a new level of media responsibility to support clubs’ progress through proper naming rights coverage.