In a landmark announcement for Brazilian football, São Paulo FC has secured a significant sponsorship deal with Superbet that will extend until 2030, coinciding with the club's centenary. The news was revealed by Superbet's CEO, Alexandre Fonseca, through an Instagram post on April 5, 2025, where he appeared alongside São Paulo's president, Julio Casares. The agreement is projected to be one of the largest in the history of Brazilian football, with potential earnings reaching up to R$ 1 billion, depending on performance-related goals.
Under the terms of the new contract, São Paulo will receive a guaranteed sum of R$ 678 million, marking a substantial increase from the previous deal, which was worth R$ 54 million annually. This new sponsorship will see the amount rise to R$ 78 million per year, with expectations that by the final year of the contract in 2030, the club will secure a fixed payment of R$ 140 million.
Moreover, the partnership has already begun to bear fruit, as Superbet is partly funding the salary of midfielder Oscar, who has been hailed as the club's marquee signing this season. Oscar, a product of São Paulo's youth academy in Cotia, has been a focal point in the club's strategy to strengthen its squad.
The announcement comes at a crucial time for São Paulo, as the club is set to release its financial balance sheet for 2024, which is expected to reveal a staggering deficit of over R$ 280 million. This alarming figure highlights the challenges faced by the club, which has seen its debt balloon by more than R$ 400 million during Casares' tenure, bringing the total debt close to R$ 1 billion.
In the realm of sponsorships, this deal with Superbet is poised to surpass previous records held by other major clubs in Brazil, including Corinthians, Palmeiras, and Flamengo. The initial agreement with Superbet was established to commence in 2024, valued at R$ 156 million over three years, succeeding a prior arrangement with Sportsbet.io.
Additionally, this sponsorship aligns with São Paulo's broader "Centenary Project," which aims to bolster the club's financial health and competitive stature as it approaches its 100th anniversary. In conjunction with this deal, São Paulo also recently renewed its sponsorship with Ademicon, a consortium firm, which will feature on the club's uniforms for the next six years, covering both the main team and the youth categories.
As the club prepares for upcoming matches, the excitement around the new sponsorship is palpable. São Paulo is set to face Atlético-MG on April 6, 2025, at 4 PM, in the second round of the Brazilian Championship. Following that, they will take on Alianza Lima from Peru on April 10, 2025, at 9:30 PM during the group stage of the Libertadores tournament, held at their home ground, Morumbi.
This renewed partnership with Superbet not only signifies a financial boost for São Paulo but also underscores the club's commitment to enhancing its competitive edge in Brazilian and South American football. As the team gears up for a challenging season ahead, fans will undoubtedly be eager to see how this new influx of resources translates into on-field success.
