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São Paulo football clubs unite against bills banning betting ads in the city

By jili tutorial · September 20, 2026

São Paulo Football Clubs Unite Against Bills Banning Betting Ads in the City

Overview: A Coordinated Stand Against Proposed Advertising Restrictions

In a significant show of unity, representatives from five major São Paulo football clubs—Corinthians, Palmeiras, São Paulo, Santos, and Juventus—convened last week at the São Paulo Football Federation (FPF) headquarters. The meeting was called to forge a coordinated response to a wave of municipal bills that threaten to ban betting advertisements within the city. One such proposal, Bill 560/2025, is moving rapidly through the city council and could be put to a vote as early as next week. The gathering involved 40 professionals from the clubs’ legal, communications, and marketing departments, alongside executives from betting companies. The stakes are high: the clubs fear significant financial losses that could reshape competitive balance both on and off the pitch.

Background: Why Betting Ads Are Under Scrutiny in São Paulo

Brazil has been grappling with the rapid expansion of sports betting since the federal government legalized and began regulating the sector in 2023. While national rules now govern licensing and consumer protection, municipalities have taken a more cautious stance, particularly regarding advertising. São Paulo, as the country’s largest city and home to several top-tier clubs, has become a battleground. Critics argue that betting ads normalize gambling and harm vulnerable populations. Proponents, however—including the clubs—see them as a vital revenue stream that funds player salaries, infrastructure, and youth development. The current bills reflect a growing local push to curb the visibility of betting brands, even if national law allows them.

The Bill in Focus: Bill 560/2025 – Key Provisions

Bill 560/2025 is the centerpiece of the clubs’ concern. If passed, it would impose strict advertising bans in several areas:

A particularly worrying development, according to club officials, is the push by some city councillors to amend the bill to explicitly ban betting brands on team jerseys. The current text does not include this provision, but lobbying efforts are underway to expand the scope. Such a move would directly tear up existing sponsorship contracts.

Financial Fallout: The Billions at Stake

The financial impact on São Paulo’s top clubs is staggering. Current sponsorship deals with betting firms are among the largest single revenue sources for these teams:

These three clubs alone hold contracts worth a combined BRL 350 million (USD 70 million) per year. Santos and Juventus also have agreements, though smaller in scale. For context, Corinthians reported total revenue of around BRL 600 million in 2024; the betting sponsorship represents a significant percentage. Losing that income could force the clubs to cut budgets for player acquisitions, coaching staff, and even stadium maintenance.

The bill’s ban on stadium and arena advertisements would also cripple ancillary revenue—signage, broadcast placements, and digital boards are often sold as part of sponsorship packages.

Uneven Playing Field: Competitive Disadvantage Feared by Clubs

A central argument raised by FPF president Reinaldo Carneiro Bastos is the competitive disparity that a São Paulo-only ban would create. He stated: “If the city’s clubs lose this revenue, it will create a disparity that extends to the pitch.” Clubs based in other Brazilian states—or even in cities within São Paulo state that do not pass similar bans—would continue to enjoy betting ad income. That would give them a financial edge in attracting top talent and investing in infrastructure.

For example, rivals like Flamengo (Rio de Janeiro) or Grêmio (Porto Alegre) could use their betting sponsorship money to outbid São Paulo clubs for the same players. This imbalance is particularly acute for Corinthians, Palmeiras, and São Paulo, which have the biggest sponsorship contracts.

During the FPF meeting, stakeholders explored a range of possible responses, though no final decision was reached. Options under discussion include:

What Happens Next: Timeline and Uncertain Future

Bill 560/2025 could be voted on by the São Paulo city council as early as next week. If it passes, the ban would take effect immediately. However, clubs hope to delay or soften the measure. The proposed amendments to include jersey ads would require a separate vote. Meanwhile, the FPF has pledged to organize a broader coalition of sports entities to resist the restriction.

The outcome in São Paulo could set a precedent for other Brazilian cities. Brasília, Rio de Janeiro, and Belo Horizonte are reportedly monitoring the situation closely.

Conclusion: A Watershed Moment for Brazilian Football Economics

The united front formed by São Paulo’s clubs underscores the high stakes involved. Betting sponsorships have become a lifeline for many teams in an era of rising costs and stagnant broadcast revenues. A ban in the country’s economic and sporting capital would not only hurt local clubs but could trigger a cascade of similar municipal bans nationwide. For now, the clubs are balancing defense of their financial interests with the broader social concerns about gambling—a tightrope that will define the next chapter of Brazilian football.