São Paulo Football Clubs Oppose Proposed Betting Ad Restrictions

^{São Paulo's leading football clubs argue a city-specific betting ad ban would put them at a commercial disadvantage. (Photo: Horcoff / Wikimedia Commons)}

São Paulo's leading football clubs have joined forces to oppose a proposed municipal restriction on betting advertising, arguing the measure could undermine sponsorship income and disadvantage teams based in Brazil's largest city.

Representatives of Corinthians, Palmeiras, Santos, São Paulo and Juventus met at the Federação Paulista de Futebol to coordinate their response, according to Brazilian sports outlet ge, which reported that around 40 representatives from the clubs' marketing, communications and legal departments attended, alongside executives from five betting operators.

Bill Would Ban Betting Ads at São Paulo Sports Events

The proposal under discussion is Bill 560/2025, led by city councillor João Jorge and backed by several co-authors. According to the official Câmara Municipal de São Paulo record, the bill would prohibit advertising by sports betting companies and online gambling operators at sports events held in the municipality, and would require the city government to run educational campaigns on gambling-addiction risks.

Under the bill's text, affected parties would have 90 days to adapt before penalties applied. Potential sanctions include a fine of R$50,000, suspension of operating licences and, in more serious cases, a ban on holding events in São Paulo for up to two years.

The Câmara's Constitution, Justice and Participatory Legislation Committee issued a favourable opinion on the bill's legality on 19 August, and the proposal was subsequently discussed at a public hearing held by the Administration Committee on 9 September. While ge reported on 11 September that a first plenary vote was expected during the week of 7–13 September, the latest official Câmara material reviewed did not confirm whether that vote was scheduled, held or concluded.

Clubs Warn of Commercial Disadvantage

The clubs argue that a city-specific advertising restriction could disrupt existing commercial agreements and leave São Paulo-based sides at a disadvantage against rivals based in other Brazilian states, where no equivalent restriction applies.

According to ge, the betting sponsorship agreements held by Corinthians, Palmeiras and São Paulo are collectively worth around R$350m annually, while Flamengo's betting sponsorship — a club based in Rio de Janeiro, outside the bill's scope — is valued at nearly R$270m a year.

Ge reported that the prevailing interpretation among those involved is that PL 560/2025 would not prohibit betting brands from appearing on club shirts, since the bill targets advertising at sports events rather than kit sponsorship. That interpretation remains unresolved, however, with councillors said to be discussing possible amendments, and the final scope will depend on which version of the bill advances through the legislative process.

According to ge, the clubs and betting operators are considering a collective response that could include educational initiatives, possible legal or political action, and further discussions with municipal leaders before any vote is finalised.

The dispute echoes wider tension in Brazil's regulated betting market over advertising rules, after Brazil's advertising body CONAR tightened its rules for betting advertising nationally earlier this year. Sponsorship arrangements between clubs and betting operators have also drawn political scrutiny beyond São Paulo, including when São Paulo state governor Tarcísio de Freitas called for Brazil to end betting sponsorship of football clubs altogether.

No date has yet been confirmed for a full council vote on Bill 560/2025. The bill's full text is published on the Câmara Municipal de São Paulo's official record.