When São Paulo FC announced on April 22, 2025 that it was ending its sponsorship contract with Viva Sorte, the Brazilian football world took notice. The club said the split was forced by a conflict with its title sponsor Superbet, which holds an exclusivity clause for all betting‑related advertising on the shirt. The fallout came just after the Tricolor’s 2‑1 win over Santos in the San–São Derby, a match where the "Viva Tricolor" logo was conspicuously absent.
Background: How the partnership unfolded
São Paulo’s deal with Viva Sorte was sealed at a press conference on August 9, 2024, promising R$45 million in total payments through the end of 2026. The club expected to receive R$7.8 million up‑front and an annual R$18.6 million in installments of R$1.6 million per month. In practice, the agreement was meant to boost the club’s uniform‑sponsorship revenue to a record R$84 million for 2024, edging past rivals Palmeiras.
Viva Sorte, a newcomer in Brazil’s newly‑legalised betting market, first appeared on São Paulo’s kit in a one‑off arrangement for the August 3, 2024 showdown with Flamengo, then again on August 8 against Goiás in the Copa do Brasil round of 16. Those short‑term flashes helped the club surpass its rivals in shirt‑sponsorship earnings, but the partnership’s long‑term viability was always tied to the exclusivity clause held by Superbet.
The conflict that triggered the termination
In early 2025 Viva Sorte launched its own sports betting platform, directly competing with Superbet’s offerings. That move breached the exclusivity clause embedded in São Paulo’s contract with Superbet, which stipulates that no other betting operator may appear on the club’s kit or in any official advertising. The clash forced São Paulo to choose: keep its lucrative title‑sponsor relationship or risk a legal battle with Superbet.
Club officials issued a statement saying they would “take all necessary measures to protect our interests” and reserved the right to pursue legal action. The club also emphasized that the decision was taken to preserve the integrity of its existing sponsorship ecosystem, which includes Superbet (R$52 million per year), Ademicon (R$6 million), ABC da Construção (R$4.3 million), BLUE (R$12 million) and Konami (R$2 million) among others.
Viva Sorte’s pivot: a new deal with Goiás
Undeterred, Viva Sorte swiftly shifted its focus to the Midwest. On January 23, 2025, the betting house announced a two‑year sponsorship of Goiás Esporte Clube, worth R$8 million per year with performance triggers that could lift the total to around R$11 million if the club wins the 2025 Campeonato Goiano, the Copa Verde, and secures promotion to Série A.
"The Goiás brand is very valuable and has the ability to generate business for sponsors," said Renato Ambrósio, CEO of Viva Sorte. "We understand that the brand not only invests in the club, but also creates opportunities for fans. The Goiás fans can expect great news in the coming months."
Supporting that view, Jéssica Rezende, marketing and communications director for Goiás, added, "Goiás is a traditional club with an engaged fan base. We are excited to provide unique experiences for fans through this partnership."
Financial stakes and market context
- Superbet remains São Paulo’s dominant shirt sponsor, paying R$52 million annually.
- Viva Sorte’s original deal would have added R$18.6 million per year to São Paulo’s coffers.
- The club’s total uniform‑sponsorship revenue for 2024 hit R$84 million, surpassing Palmeiras’s R$81 million.
- Brazil’s 2024 betting‑license law requires operators to hold a domestic licence – a hurdle Viva Sorte navigated to launch its platform.
- Goiás’s new sponsor, Viva Sorte, becomes the biggest backer in the club’s history, potentially lifting the team’s budget by up to 35 %.
The broader Brazilian football market is now populated with betting firms eager for visibility. The 2025 Campeonato Brasileiro Série B is officially branded "Brasileirão Série B Superbet 2025," underscoring how deeply gambling brands have embedded themselves in the sport’s commercial fabric.
Reactions from fans and analysts
Supporters of São Paulo were split. Some praised the club for protecting its long‑standing partnership with Superbet, arguing that the title‑sponsor’s financial heft provides stability. Others lamented the loss of Viva Sorte’s branding, fearing a gap in the club’s revenue pipeline that could affect future signings.
Sports‑business analysts noted that the episode highlights the fragile balance clubs must strike when courting multiple betting operators. "When you sign a main sponsor with an exclusivity clause, any new entrant that breaches that clause forces a hard decision," said Paulo Silva, a football‑economics consultant in São Paulo. "Clubs risk either losing lucrative side deals or jeopardising the primary sponsor’s support, which often funds the bulk of the squad’s wages."
What comes next for São Paulo and Viva Sorte?
São Paulo will now look to fill the R$18.6 million gap left by Viva Sorte. Rumours suggest the club is courting another non‑betting partner for the left‑chest space, possibly a tech or consumer‑goods brand willing to pay the premium for exposure at Morumbi Stadium.
Viva Sorte, meanwhile, appears committed to expanding its footprint in the Midwest, where competition among betting houses is less saturated. If the Goiás partnership meets its performance triggers, the firm could roll out similar deals with other regional clubs, building a network that may eventually challenge Superbet’s dominance.
Frequently Asked Questions
Why did São Paulo end the Viva Sorte sponsorship?
The termination was triggered by Viva Sorte launching its own betting platform, which breached the exclusivity clause in São Paulo’s primary shirt‑sponsor agreement with Superbet. Keeping the Superbet deal was deemed essential for the club’s financial stability.
How much money did São Paulo lose from the split?
Viva Sorte’s contract was slated to deliver R$18.6 million per year. São Paulo will therefore miss out on that amount for the remainder of 2025 and 2026 unless a replacement sponsor is found.
What does the new deal mean for Goiás Esporte Clube?
Viva Sorte’s R$8 million annual sponsorship, with possible increases to R$11 million, makes it the biggest sponsor in Goiás’s history. The funds are earmarked for player acquisitions, academy development, and fan‑engagement projects, potentially boosting the club’s chances of promotion to Série A.
Could other clubs face similar conflicts?
Yes. As more betting operators enter Brazil’s market, clubs that already have exclusivity clauses with a primary sponsor risk future breaches if a secondary partner starts its own betting service. Legal safeguards and careful contract wording are becoming a priority for club management.
What impact might this have on Brazil’s betting industry?
The saga underscores the competitive tension among betting firms vying for football exposure. It may prompt regulators to tighten licensing rules and push clubs to consolidate sponsorships with fewer operators to avoid similar disputes.
