April 22 – Brazilian club São Paulo have announced the termination of their sponsorship agreement with Viva Sorte following a conflict of interest with the club’s title sponsor Superbet.
The conflict arose when Viva Sorte launched its own sports betting platform, breaching the exclusivity agreement São Paulo have with Superbet within the betting sector.
The Viva Sorte brand, which was featured on the club’s jerseys as “Viva Tricolor,” did not appear during Sunday’s San–São Derby against Santos.
In 2023, Viva Sorte entered into a sponsorship deal with São Paulo in an agreement that was set to run until the end of 2026. The deal was worth R$45 million, with São Paulo initially receiving R$7.8 million. The club expected to earn R$18.6 million annually from the partnership.
In an official statement, the club declared it would take necessary measures to protect their interests and reserve the right to pursue legal action following the contract termination.
Superbet is the club’s main shirt sponsor and were advertised heavily during Sao Paulo’s 2-1 win against Santos.
BetNacional, 7K, Betano, and Betesporte were the other operators shown on the advertising hoardings of the Morumbi Stadium. Last year, Brazil passed a law to legalise sports betting, but the country requires operators to possess a Brazilian license to operate on its soil.
Contact the writer of this story, Samindra Kunti, at moc.l1745323969labto1745323969ofdlr1745323969owedi1745323969sni@i1745323969tnuk.1745323969ardni1745323969mas1745323969