Brazil: Viva Sorte Bet Terminates Master Sponsorship With Bahia Ahead Of Contract End

Brazil.– January 6, 2026 – www.zonadeazar.com  Esporte Clube Bahia and sports betting operator Viva Sorte Bet have prematurely ended their master sponsorship agreement ahead of its intended duration for the 2026 season, affecting the club’s commercial strategy for the upcoming campaign.

Overview

The Bahia club had entered into a two-year sponsorship deal with Viva Sorte Bet in January 2025, valued at around R$ 80 million over the life of the contract and considered one of the largest sponsorship agreements in the club’s history.

For the 2026 season, however, the betting operator chose to terminate the partnership early, meaning its branding will no longer appear as the club’s main sponsor on the team’s kits. The specific reasons for this decision have not been publicly disclosed.

Details / Context

Although Viva Sorte Bet has exited the main sponsorship role, a related company — Viva Sorte Capitalização — will remain involved as a secondary sponsor with its logo featured on other parts of the uniform, preserving a residual commercial link with the club.

Following the departure of Viva Sorte Bet from the master sponsorship position, Banco BMG has stepped in as Bahia’s primary financial sponsor for the 2026 season. The new partnership involves a fixed payment component plus variable elements tied to the number of bank accounts opened in connection with the club.

The early termination of a high-value sponsorship such as this demonstrates the evolving nature of commercial agreements in Brazilian football, particularly in relation to deals with betting-related brands.

Specific subtopics

Commercial and financial impact
Ending a contract that was expected to deliver around R$ 40 million annually necessitates an adjustment in Bahia’s financial planning for 2026. The entry of Banco BMG helps balance revenue streams, although with a different structure.

Brand exposure strategy
Maintaining Viva Sorte Capitalização as a secondary sponsor indicates that the broader business group still sees value in visibility through the club, even as the primary betting-brand role ends.

Sponsorship trends in sport
This early termination occurs amidst a broader backdrop of Brazilian clubs reassessing sponsorship deals, particularly with iGaming companies, as commercial and regulatory conditions shift.

Future outlook

The premature end of a major sponsorship deal signals a tactical shift in how Bahia approaches commercial partnerships and highlights the need for contractual flexibility in a rapidly changing market.
In the medium term, the partnership with Banco BMG as the main sponsor could unlock new brand activations and revenue diversification opportunities, while the club continues its search for a long-term primary partner for the kit front.
The outcome of this transition will be telling for both Bahia and other clubs navigating sponsorship dynamics in the evolving landscape of Brazilian football.

🔗 Editó: @_fonta www.zonadeazar.com