Atlético Mineiro Seeks Competitive Sponsorship Deal Amid Betting Regulations

Atlético Mineiro, a prominent football club in Brazil, is actively seeking a new sponsorship deal as its current contract with the master sponsor, Betano, is set to expire in December 2024. The partnership, established in 2021, was recently extended, yet the club currently lacks any official renewal proposals. Discussions are ongoing to determine future sponsorship arrangements for the ‘Galo,’ as the team is known.

According to reports from ge and sources close to the club, betting companies have shown significant interest in sponsoring ‘Galo.’ Betano, should it wish to extend its sponsorship, is required to present a “competitive proposal.” Presently, Atlético is in negotiations with three betting firms: Parimatch, Superbet, and Bet.bet. Parimatch is currently sponsoring Botafogo with R$27.5 million (approximately US$ 4.8 million), while Superbet is supporting Fluminense and São Paulo with R$42 million (US$ 7.4 million) and R$52 million (US$ 9.1 million) respectively. Bet.bet, notably, does not have any sponsorship deals with Brazilian teams.

The process of securing a new deal is complicated by recent regulatory changes in Brazil that require betting operators to obtain local licenses and pay taxes. “It’s a market issue,” a source commented, highlighting the challenges faced due to the evolving legal framework. These regulations, effective from 2025, are creating uncertainty and have somewhat stalled ongoing negotiations.

Betano’s logo has occupied a prominent space on Atlético’s jersey since January 2021, replacing the previous sponsor BMG, which was relocated to another part of the kit. The initial agreement between Atlético and Betano was a one-year contract, with a subsequent renewal in 2022. In February of the current year, the partnership was once again extended, incorporating ties with women’s football and the MRV Arena. The club’s CEO, Bruno Muzzi, clarified the financial specifics at that time.

“The value of the contract increased from R$14 million (approximately US$ 2.5 million) to R$18 million (US$ 3.2 million) annually,” Muzzi explained, detailing the inclusion of women’s football sponsorship and various marketing activations at the MRV Arena.

Atlético Mineiro aims to finalize the sponsorship negotiations promptly but has not set a strict deadline. The club’s current sponsorship deals trail behind those of rivals like Cruzeiro, with whom Betano also has an agreement. The amounts align more closely with newly promoted Série B clubs, such as Juventude, Atlético-GO, and Vitória.

Beyond Brazil, Betano sponsors numerous clubs and events across the globe, such as FC Porto, SL Benfica, and Sporting CP in Portugal, Apollon Limassol and Olympiakos in Greece, and Sparta Prague in the Czech Republic, among others. Additionally, Betano supports major events like Euro 2024 and Copa América 2024.