Superbet ends São Paulo sponsorship

Provisional Measure No. 1,394/2026, approved on September 25, banned fixed-odds betting advertising throughout the national territory. Superbet, São Paulo's main sponsor, announced the end of its operations tonight, following the provisional measure. As of 6 p.m., the brand was removed from the club's uniforms.

what happened to superbet

Superbet had signed a contract with São Paulo in January 2024. The agreement, renewed in April 2025, provided for R$ 80 million in 2025 and would increase progressively to R$ 140 million by 2030, potentially reaching R$ 1 billion with performance clauses.

Following the provisional measure, Superbet notified the club about the possibility of termination if the measure remains in place. The contract includes a suspension clause of up to 90 days or termination without penalty if advertising is permanently banned.

impact on the jersey and the training center name

The main sponsor space on the front of the jersey and on the upper back, in addition to the naming rights of the training center (SuperCT), were the main areas affected. The brand will no longer appear on the uniforms and on the training center's signage.

revenue without superbet

São Paulo's other sponsorship contracts total around R$ 59.75 million in 2026. Superbet represented the most significant share, with a potential of up to R$ 1 billion over the course of the contract. Without Superbet, the club will have to look for a new partner for the jersey's most valuable space.

club's reaction and alternatives

The club is evaluating alternatives, such as temporarily expanding the exposure of sponsors already present on the jersey, while searching for a new main sponsorship deal. In September, the Deliberative Council approved a R$ 140 million agreement with Ticketmaster to manage ticketing and the fan membership program.

future outlook

The Supreme Federal Court's decision on the provisional measure will determine whether betting advertising will be maintained or permanently banned. Meanwhile, São Paulo continues to look for new revenue sources to fill the void left by Superbet.

With information from Estadão, LANCE!, Terra.