Betano debuts as Flamengo’s main shirt sponsor with stadium activations
The operator’s first official appearance on the club’s jersey featured fan mosaics, inflatables and a halftime concert.
Key Points
- Betano’s sponsorship is valued at around BR900m ($158m) through 2028
- The debut activation at Maracanã included 40,000 branded inflatables and a halftime show
- The agreement extends to Flamengo’s training kits, Olympic sports and women’s volleyball team
Brazilian top-flight club Flamengo marked the debut of its new lead sponsor Betano with an elaborate celebration at the Maracanã Stadium.
The activies took place during its 22nd round match against Grêmio. The event included 3D mosaics in the north and south stands, 40,000 inflatables shaped like the team’s jerseys and personalised shields distributed among supporters.
During halftime, fans were treated to a show featuring artists connected to the club’s culture, including popular Brazilian singer Alexandre Pires.
The sponsorship agreement, which runs until 2028, is valued at approximately BR900m ($158m), making it the largest in the history of Brazilian football.
Beyond appearing on Flamengo’s primary jersey, Betano’s branding will also be featured on the club’s training kits, FlamengoTV, the women’s volleyball team and more.
Good to know: Betano became the official sponsor of the 2025 Brasil Ladies Cup
The atmosphere at the Maracanã also included a special mosaic made by Flamengo’s “Torcida Jovem,” a prominent supporters’ group returning to the stadium after a period of absence.
The visual display carried the message “Nós somos o Flamengo” (“We are Flamengo”), emphasising the supporters’ role in the celebration.
With the sponsorship launch, Betano positions itself not only within football but also across other sports and media platforms linked to the club.
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