Market moves: a descriptive analysis of Brazilian football clubs sponsors

Abstract

This article presents a descriptive study on the sponsorships of football clubs in the first and second divisions of the Brazilian Football Championship in 2023. The study’s main objective was to map and categorize the clubs' sponsors and classify them according to the Industry Classification Benchmark (ICB). The results highlight the predominance of companies from the Clothing and Accessories subsector, followed by the Casinos and Gambling subsector. This scenario reflects the significant impact of regulation and the consequent growth of sports betting in the market. Furthermore, the study calls attention to the role of sponsorships linked to the Food Products, Soft Drinks, and Beer subsectors, which may influence the consumption of unhealthy products by a large segment of the population. Although sponsorships offer financial benefits to clubs, the article discusses the need to balance these gains with ethical and public health considerations, particularly in the context of the expanding sports betting, reinforcing the importance of responsible promotion and sports integrity. The conclusions provide valuable insights for future analyses in the fields of sports and investment.