Following the resolution of Brazil’s top-flight national league Serie A, two of its best-supported clubs have begun bolstering their commercial portfolios for the 2025 campaign and beyond.
Atletico Mineiro, who finished 12th in Serie A in 2024 but came runners-up in the continental Copa Libertadores, have brought in H2bet as their new primary sponsor in a deal the club calls “the biggest” in the history of the club and soccer in the Minas Gerais region.
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The three-year contract, which will see H2bet become the shirt sponsor of Atletico Mineiro, is according to the club worth a minimum total of R$180 million ($29 million), a fee which could rise to R$200 million with the addition of performance-related bonuses.
This fee, which equates to a minimum of R$60 million per season is far more than the estimated R$18.5 million Betano had been paying the club since 2022, making the deal the third most valuable front-of-shirt sponsorship in Brazilian soccer history, ostensibly thanks to that Copa Libertadores performance.
The deal is still far behind the top two most valuable deals in the country, both of which were undertaken by Corinthians in the past year, its record R$370 million partnership with VaideBet that was terminated after five months, and its current partnership with Esportes da Sorte, worth $R309 million.
Elsewhere in the league, Porto Alegre-based side Internacional has renewed its technical partnership with kit provider Adidas through to the end of the 2029 campaign.
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By GlobalDataInternacional, three-time Serie A winners that came fifth in the competition in 2024, have been partnered with Adidas since 2020 on a deal GlobalData Sport most recently estimated to be worth $4.75 million per season.
Internacional is one of four current Serie A clubs that utilize Adidas, a list that also includes Atletico Mineiro, Flamengo, and Cruzeiro.
Adidas and Internacional have identified fan engagement, activations, and sustainability as target areas for the latest renewal to capitalize on.
