Entain-owned Sportingbet becomes new shirt sponsor of Palmeiras

Entain-owned English sports betting operator Sportingbet have been announced as the official shirt sponsors of Brazilian football club, Palmeiras. 

The deal, which will run until December 2027, will see the operator’s branding across the match-worn shirts of both the men’s and women’s teams, their training kits, as well as appearing on the official Palmeiras TV channel and associated platforms. 

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Speaking about the deal, Sportingbet LatAm general director Antonio Forjaz said: “Over the last few decades, we have built a reputation for trust, responsibility, credibility and success, which we can also see in the glorious history of Sociedade Esportiva Palmeiras. 

“We are very honoured to join the victorious men’s and women’s teams of Brazil’s greatest champions and such a passionate fan base.

“We know what lies ahead: more titles to add to the 1951 Club World Cup, the three men’s and women’s Libertadores, the 12 Brazilian Championships and the four Brazilian Cups, among so many victories of this imposing club that knows how to be a Brazilian.”

Gavin Isaacs, the newly-appointed CEO of Entain, added: “This is a significant milestone in Entain’s history and reinforces our commitment to strategic markets such as Brazil.

“We are confident that his partnership with Palmeiras, a club with a long tradition and achievements, will create unique opportunities to engage sports fans in a regulated market full of potential, always putting the fan experience first.”

Palmeiras, who are one of the best-supported clubs in Brazil, with an approximate 21 million fans, wore their new shirts in their 2-0 victory over Portuguesa in the Campeonato Paulista on 15 January – their first match of the 2025 season. 

Speaking about the deal, Palmeiras president Leila Pereira concluded: “Palmeiras has one of the most valuable brands in world football and is constantly seeking partners with credibility and the ability to contribute to the club’s growth, making it even more successful.

“We are very pleased with the arrival of Sportingbet and the beginning of this new era. I am certain that together we will build another successful partnership that will be immortalised in the history of Brazil’s greatest champion.” 

This partnership comes at a time when the sports betting and iGaming market launched in Brazil on 1 January 2025. As a result, Palmeiras becomes the 17th club out of the 20 competing in the Brazilian Campeonato Brasileiro Serie A to have a gambling firm as a front-of-shirt partner. 

At the time of writing, only Internacional, Gremio and Red Bull Bragantino do not have gambling companies as official shirt sponsors for the 2025 season. 

Major brands such as Betfair, Novibet and Stake are already partnered with a Brazilian club. Reigning champions Botafogo announced a front-of-shirt partnership with VBet last week.