Betting sponsorships in Brazil have become an arms race in recent years, with operator branding almost omnipresent in football. Now in its second year of legal betting, has Brazil’s gambling sponsorship bubble burst? Brazil’s journey to legal betting led to a proliferation of betting sites, with some stakeholders claiming it had the most access to online betting of any market globally. Fellipe Fraga, CBO of regulated local operator EstrelaBet, points to the previous five years of grey market betting as pivotal to this sweeping dominance of betting sponsorship in football. VaideBet announced a BRL370 million ($71.2 million) sponsorship of Corinthians in January 2024, which, at the time, was the biggest sponsorship in Brazilian football history.