Brazil State Championships See Sponsorship Shift in 2026
Sponsorship activity across Brazil’s state football championships in 2026 points to a changing commercial landscape. A review of naming rights deals across all 27 states highlights a clear adjustment in sponsor composition, marked by reduced participation from betting brands and increased involvement from retail companies. Despite these shifts, the overall number of sponsored competitions remains unchanged.
Data compiled by Lance! shows that 18 of the 27 state championships will enter the 2026 season with a title sponsor in place, either through renewed contracts or newly signed agreements. This leaves nine competitions without a naming rights partner, the same total recorded in 2025. While the headline number is stable, the identity of sponsors has shifted noticeably.
Betting Brands Scale Back Presence
In 2025, betting operators dominated naming rights sponsorships across state championships. Eight competitions carried betting-related titles, supported by three operator groups. Superbet stood out as the most active brand, attaching its name to six tournaments.
That dominance has softened in 2026. Superbet is now involved in five championships, down by one year-on-year and has not added any new naming rights agreements. Two other betting brands active in 2025 have exited the segment entirely. BetNacional ended its sponsorship with the Pernambuco State Federation, while 4play.bet concluded its deal with the Goiás State Federation. As a result, betting operators no longer feature as title sponsors in two championships.
Financial Sector Presence Moderates
Financial institutions have also trimmed their exposure. In 2025, banks and cooperatives held naming rights across seven state championships. That figure has declined to six in 2026, although Sicredi has strengthened its individual footprint.
The cooperative expanded its presence from three to five championships after securing new agreements with the federations of Acre, Amapá and Amazonas. All three competitions had operated without a title sponsor in 2025. Notably, the Baezão in Amazonas regained a naming rights partner after an 11-year absence.
At the same time, Sicredi lost a key property. The Paulista Championship, Brazil’s most prominent and commercially valuable state tournament, moved to a new naming rights partner in 2026, with retailer Casas Bahia taking over.
Retail Brands Drive Growth
Retail emerged as the fastest-growing sponsor category in 2026. The number of championships backed by retail brands doubled compared to the previous season, rising to four.
Some existing relationships continued. Fort Atacadista renewed its agreement with the Santa Catarina Championship, while the Mato Grosso Championship retained its shared naming rights arrangement with Martinello and Sicredi. Meanwhile, two new retail entrants joined the market. Novo Mundo secured the Goiás Championship naming rights, replacing a betting sponsor and Casas Bahia claimed the Paulistão, marking one of the most significant sponsorship deals of the season.
Regional Shifts and Unsponsored Tournaments
While some federations attracted new partners, others lost them. Championships in Paraíba, Paraná and Piauí had naming rights sponsors in 2025 but entered the 2026 season without one. Several competitions including Alagoas, Maranhão, Potiguar, Sul-Mato-Grossense and Tocantins remain without title sponsors.
Overall, 2026 reflects a more balanced sponsorship environment for Brazil’s state championships. Betting companies, once dominant, appear to be taking a more cautious approach, while retail brands are increasingly using regional football as a marketing platform. Financial institutions remain active, though their participation has become more selective.
