São Paulo and the Brazilian Football Confederation (CBF) kept sports betting sponsors visible on team uniforms, stadium signage, and the title of the national tournament during Friday’s matches, even as a federal executive order banning gambling advertisements took effect across the country.
During the Campeonato Brasileiro clash at the Morumbis on October 2, 2026, São Paulo played with Superbet branding displayed on its shirts, while pitchside boards featured partner companies. The CBF similarly retained Betano—the sponsor that gives its name to the national competition—in official tournament identifiers. Those details were reported by thefootball.com.br, which noted that the displays occurred within a government-mandated transition window rather than as an outright defiance of federal rules.
Protests Erupt on Pitchside Advertising Boards at Morumbis
While the teams and governing body maintained existing partnerships under the grace period, advertising partners used the stadium infrastructure to voice opposition to the federal mandate. Digital boards at the Morumbis displayed slogans such as “Proibir não é proteger” (Prohibiting is not protecting) and “A proibição não acaba com as apostas” (Prohibition does not end betting) during the match between São Paulo and Santos.
Those organizations provided the messaging for the stadium displays as part of the broader commercial sector reaction to the federal decree signed by President Luiz Inácio Lula da Silva.
Clubs Warn of Financial Impact While Courts Weigh Transition Demands
The regulatory shift follows a joint statement released by Série A clubs on September 17 titled “The end of Brazilian football,” in which teams argued that restricting sports wagering would severely damage domestic revenue streams. According to a Sports Value market analysis, betting companies accounted for 34 percent of marketing revenue among Brazil’s 20 largest clubs in 2025, generating approximately R$ 1.1 billion of the R$ 3.2 billion total.
Legal challenges mounted immediately ahead of the matches. On October 1, São Paulo and other participating clubs petitioned the Supreme Court (STF) to request an adaptation window of six months to one year, arguing that an immediate shutdown threatens the continuity of ongoing competitions. Justice Luiz Fux of the STF subsequently issued a 72-hour deadline for the Attorney General’s Office (AGU) to provide information regarding the executive order, with formal reviews scheduled to continue.
Transition Timelines and Deadlines for Fans and Platforms
The regulatory framework allows a strict countdown for physical and digital removal. The federal measure requires all sponsorship signage and marketing materials to be taken down within ten days of publication, establishing October 5, 2026, as the final calendar deadline for physical removal across Brazilian football.
For consumers and betting platforms, distinct cutoffs apply. Bettors faced a deadline of October 5 at 11:59 p.m. to withdraw funds from accounts, while online platforms and applications must disable services entirely by Tuesday, October 6. Existing operating authorizations for companies in the market are scheduled to expire completely on October 25. The rules do not penalize individual consumers, meaning fans remain legally permitted to wear club jerseys bearing historical betting sponsors in public spaces.
Santos Cleaned Shirts Early as On-Field Action Continued
While São Paulo retained its primary partner for the fixture, Santos became the first club in the country to remove gambling branding from its matchday uniform. NR Sports, a company of the family of Neymar, served as the primary shirt sponsor for Santos during the match.
On the pitch, Santos defeated São Paulo 2–1 at the Morumbis, with Gabigol scoring both goals for the visitors to secure the club’s fifth victory. The defeat left home supporters voicing visible dissatisfaction from the stands as the broader commercial transition for Brazilian football continued.
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