São Paulo clubs face betting-sponsor blackout as Brazil's ad ban takes effect at midnight

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President Luiz Inácio Lula da Silva signed a provisional measure (MP) on Sept 25 banning online betting in Brazil. Under the measure, betting companies must remove all advertising — including shirt sponsorships with clubs — by 11:59 p.m. on Oct 5; bettors may withdraw balances until the same deadline, and apps and platforms must go offline on Oct 6.

Clubs from São Paulo state held an emergency meeting on Sept 28 at the São Paulo Football Federation (FPF) headquarters in the city of São Paulo, with Corinthians, Palmeiras, Santos, São Paulo, Red Bull Bragantino and five other clubs represented, to weigh ways to soften the financial blow. The FPF spearheaded a manifesto titled "The End of Brazilian Football."

Football consultancy Convocados estimates betting firms paid about BRL 1.03 billion in sponsorship to Série A clubs in 2025, with pitchside advertising worth another ~R$500 million. Sports marketing firm Sports Value reports 73% of São Paulo FC's 2025 marketing revenue came from betting sponsors. Santos has suspended its Novibet deal; Flamengo warned of heavy losses and joined Supreme Court case ADI 8027 as amicus curiae, arguing the transition period is too short.

The clubs want talks with the federal government; a meeting involving the government, club representatives and the Brazilian Football Confederation (CBF) was penciled in for Tuesday, Sept 29, though the Sports Ministry had not confirmed the agenda. If the ban is ever reversed, sports marketing executives expect contracts to return on shorter terms with stronger sponsor protections, and clubs to be durably less reliant on betting money.