The São Paulo Football Federation (FPF) has launched the process of selling naming rights for the Paulistão, Brazil’s premier state football competition. Betting operators, financial institutions, and major retail brands are actively involved in discussions, with the FPF aiming to finalize a new naming rights sponsor by the end of November. This move sets the stage for a significant commercial overhaul ahead of the 2026 tournament.
From 2019 to 2025, Sicredi, a major cooperative banking network in Brazil, held the naming rights for seven consecutive editions. Sicredi also expanded its sponsorship to other FPF competitions, including Paulistão Feminino, the Copinha for both men and women, and the A2, A3, A4, Segunda Divisão, and Copa Paulista tournaments. This long-term partnership provided Sicredi with a strategic position, potentially giving it an advantage in renewing the sponsorship. However, new competitors have emerged for the 2026 cycle. The FPF has confirmed interest from key betting platforms and major retail brands, indicating a more diversified sponsorship landscape. The organization anticipates a competitive bidding process that reflects the tournament’s wide reach and cultural importance.
Sports betting brands are increasingly making their presence felt in Brazilian football, and Paulistão is a key area of interest. Three betting operators that sponsored the 2025 edition are expected to renew and even expand their agreements. The properties “Craque do Jogo” and “Apito Inicial + Pênaltis” were acquired by 7K and HiperBet in 2025, while Bet365 secured championship sponsorship rights and broadcast integrations through CazéTV. These strong brand exposures and engagement metrics make them formidable contenders in the upcoming naming rights negotiations.
The interest from betting companies is a testament to the sector’s ongoing investment in high-visibility sports properties, particularly in state and national leagues. As regulations in Brazil evolve, operators are eager to seize premium branding opportunities that enhance their connection with football fans.
Amidst these negotiations, structural changes to the Paulistão calendar are also underway. In 2026, the tournament will have 11 match dates, reduced from 16 under new rules set by Brazil’s football confederation, the CBF. This reduction affects revenue sharing, with clubs receiving lower participation fees than in previous years. The FPF is considering adding a 12th date, potentially reinstating a two-match final, pending CBF approval. This adjustment could enhance the tournament’s audience and commercial appeal.
In the 2025 edition, major clubs received R$44 million, while the other 12 participants received proportionally less. Corinthians, the champion, earned R$49 million, with an additional R$5 million as a performance prize. Runner-up Palmeiras received R$1.65 million. All clubs received financial compensation up to the 14th position, with the smallest payout being R$100,000.
The compressed schedule and evolving commercial strategy present challenges and opportunities for the 2026 edition. Central to this will be the naming rights deal, which the FPF aims to finalize with a partner capable of enhancing the tournament’s exposure and aligning with its long-term vision. The inclusion of betting operators in the negotiations marks a milestone for Brazilian football’s sponsorship landscape, reflecting broader market trends and increased competition for top-tier sports properties.
However, there is a second viewpoint worth considering. While the involvement of betting companies signals growth and new investment, it also raises concerns about the influence of gambling on sports integrity and fan engagement. Critics argue that an over-reliance on betting sponsorships could tarnish the sport’s image and alienate a segment of the fanbase that is wary of gambling’s social impacts. Balancing these interests will be crucial as the FPF navigates this sponsorship landscape.
In the end, the outcome of the naming rights negotiations will set a precedent for future sponsorship deals in Brazilian football. The process reflects not only the evolving dynamics of sports marketing but also the broader economic and cultural significance of football in Brazil. As the FPF moves forward, securing a partner that aligns with its vision for Paulistão will be key to the tournament’s success in the coming years.
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