Key Moments:
- The number of state championships with title sponsors held steady at 18 out of 27 for 2026.
- Betting companies reduced their involvement, with Superbet participating in five championships and two other firms exiting sponsorships.
- Retail brands doubled their representation, reaching four naming rights deals in 2026.
Changing Sponsorship Patterns Across Brazilian State Football
An analysis of naming rights deals in Brazil’s 27 state football championships in 2026 has revealed a distinct shift in the sponsorship landscape. While the total number of sponsored competitions remained unchanged, the composition of title sponsors has experienced notable adjustments, particularly among betting, financial, and retail sectors.
Decline in Betting Brand Sponsorship
Betting firms, which had previously held significant influence in state championship naming rights, have cut back on their participation in 2026. The number of betting-branded championships fell from eight in 2025 to a lower count in 2026. Superbet, which emerged as a leader in 2025 by sponsoring six state championships, is involved in five for the current cycle and has not signed any new naming rights deals. Two additional companies in this sector exited the market following BetNacional’s withdrawal from the Pernambuco State Federation and 4play.bet ending their relationship with the Goiás State Federation. As a result, two championships previously sponsored by betting operators now lack such partnerships this season.
Mixed Results for Financial Sector Sponsors
Financial institutions have also scaled back their presence in state championship sponsorships. The total number of banks and cooperatives with title deals dropped to six in 2026. Sicredi, however, expanded its reach by securing naming rights with the Acre, Amapá, and Amazonas federations, growing its portfolio from three to five championships. This included the Baezão series in Amazonas, which welcomed a commercial title sponsor after an 11-year absence. Yet, Sicredi discontinued its deal with the Paulista Championship as that tournament awarded its title sponsorship to a major retailer.
Retailers Surge Ahead in Sponsorship
Retail brands significantly increased their activity in the state championship market for 2026. The number of competitions featuring retail sponsors doubled to four. Renewed agreements such as Fort Atacadista’s partnership with the Santa Catarina Championship and Martinello’s joint title with Sicredi for the Mato Grosso Championship led the way, while new entrants Novo Mundo and Casas Bahia captured naming rights for the Goiás and Paulistão championships, respectively. In particular, Casas Bahia’s deal with the Paulistão was highlighted as a season-defining commercial agreement.
Regional Sponsorship Developments
The sponsorship reshuffle brought both gains and losses at the regional level. Championships in Paraíba, Paraná, and Piauí, which had title sponsors in 2025, started the 2026 season without such backing. Other competitions, including those in Alagoas, Maranhão, Potiguar, Sul-Mato-Grossense, and Tocantins, also continue without title sponsors.
Sponsorship Landscape Overview (2025 vs 2026)
| Category | 2025 | 2026 |
|---|---|---|
| Championships with Title Sponsors | 18 | 18 |
| Betting Company Naming Rights | 8 | Fewer than 8 |
| Retail Brand Naming Rights | 2 | 4 |
| Sicredi Sponsorships | 3 | 5 |
Conclusion
The state championship sponsorship environment in Brazil for 2026 is marked by a retreat from betting companies, with retail brands seizing newfound opportunities to expand their presence. Financial institutions remain important but are increasingly selective about their involvement. This evolving commercial landscape offers insights into where institutional and retail sponsorship money is flowing in Brazilian football.
- Author
Daniel Williams
