본문 : DOT ESPORTS - Jeremiah Sevilla

It could also be one of the most lucrative partnerships in Latin America.

Image via Betano Brasil

Brazilian club Flamengo has officially announced betting giant Betano as its new master partner, in what the club is calling the “largest partnership agreement in Brazilian football.”

The deal, which the Deliberative Council approved on Aug. 19, sees the global sports and esports betting operator’s branding take pride of place on Flamengo’s men’s and women’s team shirts, replacing FlamengoTV, which had temporarily filled the front-of-shirt slot since the club ended its deal with Pixbet earlier this month.

The partnership extends beyond Flamengo’s men’s football team, as Betano’s branding will also be integrated across the club’s women’s football, basketball, volleyball, and other Olympic sports divisions. Additionally, Betano will gain prominent visibility on FlamengoTV, the club’s direct-to-consumer streaming platform.

Betano and Flamengo sign record-breaking contract

Flamego and Bateno enter historic partnership. Image via Flamengo

While Flamengo has not disclosed official figures, reports suggest the multi-year deal could be worth as much as R$268.5 million ($49.6 million) annually. If confirmed, this dwarfs the club’s previous contract with Pixbet, which was valued at R$125 million per year before its termination.

By comparison, the most lucrative deal currently active in Brazilian football is São Paulo FC’s arrangement with Superbet, worth a total of R$678 million through 2030 on a progressive structure that rises to R$140 million annually by the end of the decade. Betano’s reported agreement with Flamengo would therefore establish a new benchmark for sponsorship deals in the country.

“This is the largest partnership contract in Brazilian football, the result of the strength of the Flamengo brand and the global relevance of Betano,” the club said in a statement.

The timing of the sponsorship aligns with Flamengo’s dominance in Brazilian football, as the club currently tops the 2025 Brasileiro table and is on course to reach the Copa Libertadores quarterfinals. Already a seven-time national champion and three-time Copa Libertadores winner, Flamengo’s global reputation ensures it commands some of the most lucrative commercial deals in South America.

For Betano, a brand under Kaizen Gaming, the landmark deal further solidifies its standing as one of the leading sports betting operators in South America. The company reportedly outbid as many as seven competitors, including strong favorite Superbet, to secure Flamengo’s sponsorship rights. Additionally, it already boasts major partnerships across the continent, serving as the official sponsor of Brazil’s Serie A, Argentina’s Liga Profesional, and Argentine giants River Plate.

In addition to traditional sports, Betano has been growing its esports betting portfolio, covering popular titles like League of Legends, Dota 2, and CS2—a fast-growing segment in the Latin American market.