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Fla-Flu consortium considers R$55m annual Maracanã naming-rights deal

Deals & M&A

Rio de Janeiro's government is studying a sale of the Maracanã naming rights, while the Fla-Flu Consortium is seeking potential bidders. The reported annual value could reach R$55 million, although people familiar with the process see scope for a higher amount; betting companies face resistance as candidates.

The naming-rights proposal could create a major stadium sponsorship opportunity, though betting companies face resistance as candidates.

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Regulation

Brazil betting ban could return football sponsorships to 2025 levels

A projection cited by journalist Gilmar Ferreira suggests Brazilian football sponsorship contracts could fall in 2027 after the betting prohibition, potentially returning to levels seen through July 2025. The figures are expectations from sports-market professionals, not cuts announced by clubs; the projection puts Flamengo’s main sponsorship at about BRL 115 million annually and Fluminense’s at BRL 40 million fixed.

Brazilian football sponsorship contracts could fall in 2027 after the country's betting prohibition, according to a projection cited by journalist Gilmar Ferreira in his Extra column. Sports commercial market professionals expect contracts to return to the levels in force up to July 2025, even if the federal government's provisional measure is amended or loses validity, the projection says. The projections are expectations of sector professionals rather than cuts already announced by the clubs.

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