TLDR
- Brazil’s Football Confederation, the CBF, is weighing a cap on how many betting companies can sponsor the Copa do Brasil.
- The plan would allow only one sponsor per business category, cutting down visible betting brands.
- Betano has held the tournament’s title sponsorship since 2023 and also backs Brasileirão.
- A new broadcast rights deal for 2027-2030 is reportedly worth over R$4 billion, about 80% higher than before.
- Starting in 2027, the CBF will take direct control of Copa do Brasil’s commercial operations and broadcasts.
The Brazilian Football Confederation, known as the CBF, is considering a new rule for the Copa do Brasil tournament. The rule would limit how many betting companies can sponsor the event at once.
Brazilian outlet O Globo first reported the plan. The CBF is looking at ways to reduce the number of betting brands seen during the competition.
Betting companies would not be removed from the tournament entirely. The CBF still wants commercial partners from the gambling industry.
Instead, the federation wants to allow just one sponsor from each business category. This would cut down on how many betting brands appear at once during matches.
Betano has held the naming rights to the Copa do Brasil since 2023. The company also sponsors Brasileirão, Brazil’s top soccer league, which it has backed since 2024.
Federation Seeks Wider Range of Sponsors
The proposed cap is part of a larger CBF plan. The federation wants more variety among the companies that sponsor Copa do Brasil.
Officials also plan to choose sponsors more carefully. They want partners with proven business track records rather than picking companies based only on how much money they offer.
According to O Globo, this marks a change from the previous approach. In the past, the CBF’s main focus was generating as much sponsorship revenue as possible.
The shift also comes as betting advertising faces more scrutiny in Brazil. Lawmakers and industry groups have introduced stricter rules on responsible gambling and advertising in recent years.
New Broadcast Deal Gives CBF More Options
The CBF’s ability to make these changes is tied to a new media rights deal. The federation recently negotiated broadcasting rights for Copa do Brasil covering 2027 through 2030.
The new deal is reportedly worth more than R$4 billion. That figure is about 80% higher than the previous broadcasting agreement.
With more money coming from media rights, the CBF has less need to rely on betting sponsors for revenue. This gives the federation more room to diversify its commercial partners.
Starting in 2027, the CBF will also take over commercial operations for the Copa do Brasil directly. The federation already manages this process for the Copa América.
This means the CBF will handle its own match broadcasts going forward. That change gives the federation more control over advertising shown during games.
This includes branded match clocks, team lineups, stats graphics, and other in-game commercial content. The CBF will decide how these elements are used and sold.
The changes will affect how betting companies work with Brazilian soccer. The sport’s biggest tournament will still include the gambling industry as a partner, but with tighter limits than before.
