Partnership enters new long-term cycle with increased investment and expanded activations

Esportes da Sorte and Sport Club Corinthians Paulista have renewed their master sponsorship agreement under a new deal running until 31 December 2029. The renewal marks the beginning of a new long-term cycle between the parties, featuring an expanded package of commercial rights, activations and institutional deliverables.

The new contract places the partnership within a higher investment tier, estimated at BRL 150 million per year, with performance-based mechanisms included that could increase the total value to more than BRL 200 million, depending on agreed targets. The funds will be allocated entirely to the club, which will remain responsible for managing the investment.

The agreement includes brand visibility across match and training kits, alongside digital and on-site activations, fan experiences, institutional initiatives and support for sporting and social projects linked to the club’s calendar.

“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 Darwin Filho, CEO of Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand.

For the company, the renewal consolidates an ongoing relationship with one of the country’s most popular clubs and reinforces its strategy of maintaining a consistent presence within Brazilian football, focused on engagement, reputation and institutional development.

“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,” added Marcela Campos, Group Vice President.

Since the partnership began in 2024, Esportes da Sorte and Corinthians have developed a wide range of brand activation and fan engagement initiatives, including matchday activations, hospitality experiences, social media campaigns and on-pitch activities. During this period, the sponsorship has supported the strengthening of the club’s sporting and institutional projects, including mobilisation initiatives linked to Neo Química Arena through the Doe Arena Corinthians campaign, which has already raised more than BRL 40 million. Within women’s football, the partnership has also supported a successful competitive cycle, with initiatives recognising players and coaching staff alongside fan engagement programmes, reinforcing the commitment to supporting multiple areas of the sport.

Betshield has announced the arrival of Amilton Noble as Advisory Partner.

The executive joins the company’s strategic core at a time of increased operational demands for licensed operators in the Brazilian betting market.

The move comes alongside a significant shift in how the sector is being evaluated.

Beyond regulatory compliance, recent court decisions have begun to consider not only the existence of formal user-protection policies, but also the platforms’ ability to demonstrate continuous monitoring and preventive action in response to risky behavior.

The evolution toward the “Trust & Protection” concept

Recognized for its pioneering role in Responsible Gaming technology, Betshield is following this evolution by expanding its presence within iGaming operations.

The company is structuring its proposition as a permanent layer of operational trust and protection, incorporating:

• Risk management
• Internal controls
• Ability to demonstrate due diligence

Leadership and experience

Amilton Noble has a consolidated career in the gaming, lottery and iGaming industries.

As Advisory Partner, he will contribute to the company’s institutional positioning and to the consolidation of more structured operational practices in the regulated environment.

According to Noble, the sector is entering a new stage of maturity:

“Market maturity depends on the ability to demonstrate diligence. This is no longer just a licensing discussion, but one of operational responsibility.

Operators will need to present evidence of monitoring and preventive action. Technology becomes part of the company’s own protection.”

A new market positioning

Thiago Iusim, founder and CEO of Betshield, states that the moment represents an evolution in positioning:

“Responsible Gaming has always been our starting point. But we quickly realized it was necessary to go beyond isolated functionality.

The market began to require the ability to demonstrate operational diligence. We structured the Trust & Protection concept: a permanent layer between operator, regulator and user.”

Betshield’s technology performs continuous behavioral monitoring, identifies risk patterns, and generates a documented history of preventive actions.

The platform has also incorporated an anti-money laundering (AML) module, expanding the scope of protection.

Recently, Betshield also announced a strategic partnership with CGS Events, placing player protection as a central theme of the 2026 events agenda.

Who is Amilton Noble

With more than 30 years of experience in gaming, betting, and lotteries, Amilton Noble has built a career closely tied to product design, operational models, and distribution strategies within the Brazilian lottery sector.

He began his career at the Brazilian Jockey Club, where he served as National Betting Manager and oversaw pari-mutuel horse-racing wagering operations.

Starting in 2001, at Hebara, he led the commercial area of Raspadinha do Rio and was responsible for developing products that became market benchmarks.

He also works as a strategic consultant for national and international gaming, iGaming, and lottery companies, focusing on regulation, payout structure, and the economic sustainability of operating models.

His work combines practical experience, critical analysis, and direct involvement in the sector’s evolution.