Superbet repurposes São Paulo FC banner into sleeping bags for the homeless

Superbet, master sponsor of São Paulo FC, has led a winter relief initiative by converting the club’s iconic “bandeirão,” a 22,000m² stadium banner, into sleeping bags for people experiencing homelessness. 

The project, conducted in partnership with São Paulo FC and the NGO Exército da Salvação, distributed 2,000 sleeping bags in central São Paulo.

The banner had been produced as part of a promotional campaign celebrating the club’s 95th anniversary. 

Following its one-time use during a match against Corinthians in the Campeonato Paulista, it was repurposed through a joint effort between the betting sponsor, the club and the NGO to provide aid to individuals experiencing homelessness.

Following the match, the material was repurposed to support vulnerable populations during the region’s colder months.

Superbet Brazil’s CEO Alex Fonseca noted the symbolic value of using sports materials for social initiatives, stating, “Sport transcends the field and becomes a platform for social transformation.” 

The statement forms part of an ongoing shift in how betting companies present themselves amid rising scrutiny in Brazil’s regulatory landscape.

Good to know: Superbet is the master sponsor of Fluminense FC in Brazil’s top football league

In São Paulo, operators are also in the process of forming a new industry union and, in another Brazilian state, legislation has been introduced to educate youth about the risks of betting.

While the regulatory debate continues at both state and federal levels, operators like Superbet are increasingly visible in public campaigns, social partnerships and sports sponsorships.

Carlos Mendez

Writer

Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

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