The São Paulo Football Federation began the process to sell naming rights for the Paulistão tournament because they wanted to start this process before the 2026 football season. The FPF started discussions with multiple betting companies and banking institutions and retail businesses to find a new sponsorship agreement which they wanted to complete by November's end. The decision is expected to shape the next commercial phase of the paulistão, one of Brazil’s most watched state tournaments.
From 2019 to 2025, the paulistão carried the name of Sicredi, a large cooperative banking group in Brazil. During this period, Sicredi also sponsored nine other competitions organized by FPF, including the Women’s paulistão, the Copinha tournaments, and lower division leagues. This long partnership placed Sicredi in a strong position during renewal talks, but the new cycle opened space for fresh competition.
As the 2026 edition approaches, FPF confirmed growing interest from betting companies and major retail brands. The federation said sponsorship packages will soon be available, creating an open bidding process. The renewed interest shows how the paulistão continues to attract attention due to its large fan base and strong media reach across Brazil.
Brazilian football now sees increasing participation from sports wagering brands which now consider the paulistão as their main focus. The betting companies which already participate in the 2025 tournament will start talks to extend their current contracts. Last season, 7K and HiperBet sponsored match-related features, while Bet365 held tournament sponsorship rights and supported live broadcasts through CazéTV. These existing partnerships strengthened the presence of betting companies around the paulistão brand.
The naming rights talks are happening during a period of change for the paulistão schedule. By the rules of the Brazilian Football Confederation, the 2026 event will be cut from sixteen match dates to eleven match dates. Club earnings would suffer as teams would get less funds via their game involvement fees. The FPF is currently reviewing whether to implement a 12th match date for the final return leg, as this addition would enable the organization to recover its traditional tournament format.
The financial success of the 2025 Paulistão tournament depends on its sponsorship agreements, according to the tournament's financial data. FPF depends on the naming rights deal to maintain its financial stability because 2026 will have fewer scheduled matches.
Officials from FPF said the growing role of betting companies reflects a wider trend in Brazilian sports sponsorship. These companies are looking to prominent events like the paulistão to raise visibility and engage with fans as rules become more defined. The federation is looking for a partner with commercial value that also matches its long-range goals.
Before the 2026 season begins, the final naming rights agreement for the paulistão is anticipated to be approved. FPF thinks the next sponsor will help direct the competition into a new commercial phase, given high interest from betting brands and other sectors. The results will largely determine the direction of the paulistão and its role in Brazilian football.
