Esportes da Sorte and Corinthians renew master sponsorship until 2029
Table of contents
- Esportes da Sorte and Sport Club Corinthians Paulista have extended their master sponsorship deal to 31 December 2029.
- The new contract is valued at BRL 150 million per year, with performance-based incentives that could push the total above BRL 200 million.
- The renewal builds on a partnership that began in 2024 and includes expanded activations, fan experiences and support for social projects.
Esportes da Sorte and Sport Club Corinthians Paulista have renewed their master sponsorship agreement through to 31 December 2029, ushering in a new long-term commercial cycle with a significantly expanded scope of activations and investment.
Announced on Tuesday 24 February, the deal places the partnership within a higher investment tier than its predecessor, with the base value set at BRL 150 million per year.
Performance-based mechanisms are built into the contract, meaning the total value could exceed BRL 200 million if agreed targets are met. All funds will be allocated directly to the club, which retains full responsibility for managing the investment.
A strategic commitment for both parties
The renewed agreement covers brand visibility across match and training kits, as well as digital and on-site activations, fan experiences, institutional initiatives and support for sporting and social projects tied to the club’s calendar.
For Esportes da Sorte, the deal reinforces its broader strategy of maintaining a consistent and high-profile presence within Brazilian football, with a focus on engagement, brand reputation and institutional development.
Darwin Filho, CEO of Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand, commented:
“Renewing our partnership with Corinthians until 2029 reaffirms our confidence in an institution that, like few others, represents the diversity of Brazil and the passion for football. This is a strategic partnership for Esportes da Sorte, strengthening our connection with supporters while expanding brand-building opportunities through experiences, innovation and more comprehensive activations. We continue together with responsibility and a long-term vision,” said Filho.
Marcela Campos, Group Vice President, echoed that sentiment.
“This renewal reflects the partnership model we aim to build — one grounded in long-term vision, consistent delivery and mutual value creation. Throughout the previous cycle, the partnership contributed to a successful sporting period for the club, including major achievements in both men’s and women’s football. In this new phase, the partnership further establishes itself as a benchmark master sponsorship case in Brazilian football,” she added.
Building on a strong foundation
The original partnership between Esportes da Sorte and Corinthians launched in 2024. Since then, both parties have developed a broad programme of brand activations and fan engagement initiatives. These have included matchday activations, hospitality experiences, social media campaigns and on-pitch activities.
The sponsorship has also supported the club’s institutional projects. One standout initiative is the Doe Arena Corinthians campaign, which mobilises fan support for the Neo Química Arena and has already raised more than BRL 40 million.
Supporting women’s football
Within women’s football, the partnership has supported a competitive cycle that has seen players and coaching staff recognised through dedicated initiatives. Fan engagement programmes tied to the women’s game have reinforced the joint commitment to supporting multiple areas of the sport, not just the men’s first team.
With the new contract locked in through 2029, Esportes da Sorte and Corinthians are positioned to deepen their commercial relationship across multiple football seasons. The inclusion of performance-based financial mechanisms signals that both parties are invested in measurable outcomes alongside brand visibility.
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