Betting sponsorships continue to gain ground in Brazilian football, reinforcing the sport’s position as one of the country’s most attractive commercial platforms. At the same time, financial services, real estate, and construction brands are also increasing their presence, highlighting a more diversified sponsorship ecosystem.
According to the Sponsorship Map study by Ibope Repucom, Brazil’s Série A featured 164 different brands on team jerseys in 2025. This represents a 24% increase year-on-year, up from 132 brands in 2024. The figures underline both the commercial strength of Brazilian football and its growing appeal across multiple economic sectors.
Financial Sector Retains Top Spot for Third Year
Despite the rapid expansion of betting sponsorships, the financial sector once again led the market in terms of brand volume. For the third consecutive year, banks and financial institutions dominated jersey sponsorships, with 26 financial brands appearing across Série A kits in 2025.
This marked a 30% increase compared to 2024, confirming that financial institutions continue to view football as a key vehicle for national exposure. The consistency of this presence reflects the sector’s long-term confidence in football’s visibility, broadcast reach, and fan engagement.
Real Estate and Construction Drive the Fastest Growth
While finance maintained leadership, the real estate, construction, and finishing segment recorded the highest growth rate of all categories studied. Brand representation in this sector surged from seven sponsors in 2024 to 19 in 2025, representing an eye-catching 171% increase.
This sharp rise points to growing interest from property developers and construction firms, who increasingly associate football sponsorships with mass visibility, stadium exposure, and nationwide media coverage.
Betting Brands Dominate Prime Shirt Positions
Meanwhile, the betting sector continued to strengthen its influence. In total, 18 betting brands appeared on the jerseys of the 20 Série A clubs, reflecting 20% growth year-on-year.
More importantly, betting companies dominated the most valuable sponsorship real estate. Thirteen betting operators secured master sponsor positions, making betting the most prominent sector on the main chest placement of club jerseys. Although the sector did not lead in total brand count, its dominance in premium placements underscores its commercial impact and marketing priorities.
Sponsorship Stability Reaches Post-2021 High
Beyond expansion, the study also highlighted growing market stability. In 2025, the brand retention rate reached 55%, the highest level recorded since 2021. This signals stronger, longer-term relationships between clubs and sponsors.
Commenting on the findings, Ibope Repucom marketing coordinator Danilo Amâncio noted that Série A sponsorships have entered a phase of expansion and maturity. He emphasized that the 24% annual increase in total brands—the largest since 2019—confirms Brazilian football’s appeal beyond its traditional reliance on betting sponsors.
Overall, the data points to a sponsorship market that continues to grow while becoming more balanced, resilient, and attractive to a wider range of industries.
