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Santos Futebol Clube has concluded its search for a new main shirt sponsor, signing a three-year contract with Novibet, a betting platform, to appear on the front of the club’s shirt, taking up a prime spot as a master sponsor, a significant commercial contract for the club.
The contract includes a fixed payment of R$35 million per year, but this could increase to a total of R$85 million per year, depending on fan engagement and sporting success.
Engagement-Driven Revenue Model
The innovative aspect of this contract is its ambitious revenue participation model, whereby, aside from the fixed amount, Santos Futebol Clube stands to benefit from 25% of all revenue generated by Santista fans who sign up and place bets on the platform.
The potential for this model to generate R$50 million per year is estimated by club executives, based on fan engagement, assuming fan engagement is successful. This means that the more fans engage with the platform, the more revenue is generated for the club.
This contract also includes bonuses related to sporting success, which could increase the total potential for this contract significantly.
Key Terms of the Agreement
Duration: 3 seasons
Placement: Master sponsor (front of the jersey)
Fixed value: R$35 million per year
Variable value: 25% of revenue generated by new Santista users (club projection: R$50 million annually)
Maximum potential: R$85 million per year
Compliance Considerations and the ZeroUm Offer
The master sponsorship deal had been vacant since the club terminated its agreement with 7K this season. However, in recent weeks, the club received an offer from ZeroUm that was financially more attractive to the club, with an offer of R$80 million/year.
Despite this attractive offer, the club rejected the offer on compliance grounds. This was due to the fact that ZeroUm operates in Brazil under a provisional injunction from the courts as opposed to full authorization.
The Novibet offer, on the other hand, had full legal security as the club had received definitive authorization from the Brazilian Ministry of Finance to operate in the Brazilian market since February 2025.
The move by Santos to reject the ZeroUm offer in favor of the Novibet offer indicates that the club is taking a strategic approach to its business decisions, especially considering the state of regulation in the Brazilian betting market.
Source: iGaming Brasil
