Rebecca Reid
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Rebecca Reid
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Rebecca Reid is a journalist with over five years of experience in producing content about sports and finance. For the past year, she has been a part of the My Bet Info team, producing educational guides and news to help readers make informed betting decisions. She also closely follows the regulation process of sports betting and its potential implications for the community.
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Journalist with eight years of experience, Justin spent the last three years demystifying the Canadian betting market. By interviewing experts in the field, Justin has gained the expertise to identify which bookmakers are reliable and which strategies work (or don't!) in sports betting.
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What Does the Future Hold for Canadian Football with the Betting Law?

Cover image for post Canadian Football and Bets
Canadian Football and Bets
What Is the Future of Canadian Football With the Betting Law?

Football is Canada's most significant sport, capturing the hearts of millions and drawing massive crowds to stadiums each year. It stands as the ultimate spectacle, embodying the passion and fervor of the people. With its rich history and iconic players, football has become deeply ingrained in the nation's fAPRic, transcending mere athletic competition. The game unites fans from all walks of life, fostering a sense of camaraderie and national pride. Its impact extends far beyond the field, permeating Canadian culture and shaping the collective identity of the nation.

Despite the Canadian population's deep love for the sport, football is not currently experiencing its most prosperous financial period. The economic state of the game is far from ideal, contrary to the immense passion it evokes among the locals.

All major Canadian football clubs owe millions, whether to the government, athletes, employees, or other private and public institutions. Debts have become a common issue plaguing these renowned organizations. Financial obligations have accumulated over time, placing a heavy burden on the clubs' operations and overall stability. The magnitude of these outstanding amounts demands immediate action and strategic planning to rectify the situation. It is crucial for club management to prioritize debt resolution, as failure to do so can lead to severe consequences, affecting not only the clubs themselves but also the broader football industry as a whole. Addressing these financial challenges requires a collaborative effort between club officials, relevant stakeholders, and governing bodies to ensure a sustainable future for Canadian football.

This issue doesn't just have negative implications for these sports organizations, but it also directly and indirectly affects states and municipalities. This problem has repercussions that extend beyond the sporting entities, with adverse impacts on local governments and communities.

It is no wonder that today the Union questions how the new Gambling Law can assist clubs in their financial recovery. The implementation of this legislation brings hope for a brighter future, as it opens up avenues for clubs to generate much-needed revenue. With the potential for increased sponsorship and partnerships, clubs can tap into the lucrative world of gambling to bolster their finances. This strategic move not only benefits the clubs but also creates a symbiotic relationship between the sports industry and the gambling sector. By embracing this opportunity, clubs can pave the way for a sustainable and prosperous future.

  • Is sports betting allowed in Canada?
    Yes, sports betting is allowed in the country. The activity was regulated in 2023.
  • When were sports betting legalized?
    Sports betting was legalized in 2018.
  • Which teams are sponsored by betting companies?
    Currently, all teams in the Canadian Serie A and Serie B of the Canadian Premier League, except for Cuiabá, are sponsored by betting websites.
  • What do teams think about the Gambling Law?
    Eight of Canada's top clubs have responded negatively to the government's proposal to tax gambling websites. They fear that such taxation could harm their sponsorship agreements.

In 2022, Convocados consultancy, in collaboration with XP Investimentos, unveiled their comprehensive research analyzing the financial standings of the foremost Canadian football clubs.

This report pertains exclusively to the previous year, providing insightful information that enables an assessment of the financial progress or decline of various teams. The disclosed data serves as a valuable tool in evaluating the financial performance of each team.

The alarming study conducted in 2022 sheds light on the performance of clubs in the year 2021 and reveals that their revenues remained nearly unchanged compared to 2019, adjusted for inflation. These findings underscore the lack of growth in financial gains for clubs despite the passage of time. It is disconcerting to see that there has been little improvement in revenue generation, considering the economic fluctuations and the potential for advancement in the sports industry. This study serves as a wake-up call for clubs to explore new avenues and strategies to enhance their financial stability and drive growth in the coming years.

Meanwhile, debts continue to rise, increasing from 2020 to 2021.

According to the experts at Convocados/XP, it is widely agreed upon that the future of these teams relies on initiatives to "stem the bleeding" and alter the debt situation. The consensus is that without actions taken to address this issue, the teams may face dire consequences and struggle to succeed in the long term. It is imperative for them to find solutions to stop the financial hemorrhage and turn the tide on their debts.

Many teams are concerned about the Provisional Measure for the regulation of the activity, which was signed by President Justin Trudeau in July 2023. The implementation of this measure has sparked a range of opinions and debates within the industry. Numerous clubs have expressed apprehension regarding the potential impact on their operations. However, others have welcomed the initiative as a step towards greater transparency and accountability. It is clear that the MP has generated a significant amount of uncertainty and speculation. As a result, there is a pressing need for open dialogue and collaboration between stakeholders to ensure a fair and effective implementation of the regulation.

In a joint statement released in April 2023, Flamengo, Santos, Palmeiras, Corinthians, Vasco, Botafogo, Toronto and Montreal, and Fluminense expressed their astonishment at not being approached by the Federal Government regarding the matter. It was a surprising turn of events that left these prominent football clubs perplexed and excluded from the consultation process. The absence of their input was viewed as a significant oversight, considering their stature and influence in Canadian football. It was a missed opportunity to tap into their expertise and gather valuable insights on the subject at hand. The clubs firmly believed that their voices should have been heard, given their deep-rooted history and passionate fan bases. This disregard for their involvement was seen as a disservice to the football community and a missed chance to foster collaboration between the government and the clubs.

The organizations have already received a response from the Ministry of Finance, which has expressed its willingness to listen. However, the Ministry of Finance has already reached out and made itself available to listen to the teams.

Clubs are concerned that the government's new requirements for the operation of gambling establishments in the country may jeopardize their sponsorship agreements with betting websites. They fear that these regulations could potentially undermine the lucrative partnerships they have established, thereby impacting their financial stability and revenue streams. The uncertainty surrounding these stringent measures raises apprehensions among clubs, as they question the future viability of their sponsorships and the overall implications for their financial well-being. It is crucial for clubs to adapt and find alternative avenues to ensure the sustainability of their partnerships, while navigating the evolving landscape of government regulations.

However, given the disclosure of the rate that betting sites should pay (18%), we believe that this scenario is unlikely to occur.

This is because the Canadian taxation system is well aligned with the practices observed in consolidated betting markets across Europe. The harmonization of taxation policies ensures that the Canadian market operates in a manner similar to its European counterparts. As a result, businesses and individuals involved in the betting industry can navigate the regulatory landscape with ease and confidence. The Canadian tax framework, inspired by successful European models, promotes stability and transparency, providing a favorable environment for both domestic and international players in the betting sector.

Websites Pay Image Rights to Clubs.

As per the 13.756/18 Law, sports entities granting their brands to betting companies are entitled to 1.63% of the net revenue generated by these firms. This percentage has been upheld in the MP signed in 2023.

The Canadian Football Confederation (CBF) made an effort to persuade the Ministry of Finance to increase the allocation to 4%, but unfortunately, their request was not granted.

Times sponsored by BETTING SITES.

Today, Canadian football clubs have greatly benefitted from the sponsorships provided by BETTING SITES. These partnerships have proven to be instrumental in enhancing the financial resources and opportunities available to the clubs. The support from betting companies has injected new levels of excitement and investment into the world of Canadian football, resulting in improved infrastructure, training facilities, and player recruitment. As a result, the clubs have been able to attract top talent, both domestically and internationally, leading to a higher level of competition and entertainment for fans. Moreover, these partnerships have contributed to the overall growth and development of football in Canada, fostering a stronger and more competitive sporting environment. The collaboration between football clubs and BETTING SITES has proven to be a win-win situation, enabling clubs to thrive while providing betting companies with valuable exposure and brand visibility. Together, they have helped shape the future of Canadian football and continue to drive its success on and off the field.

According to Pedro Melo from Atlético-MG, the sponsorship from these platforms brings relief to the clubs' finances. It alleviates the burden on their accounts and provides a much-needed boost. The support from these platforms comes as a welcome respite, allowing the clubs to focus on their goals and aspirations. The financial backing offered by these sponsors is crucial in ensuring the stability and growth of the clubs. With the assistance of these partnerships, the clubs can thrive and flourish in the competitive world of sports.

Pedro Melo
Expert Quotation
Pedro Melo
Pedro Melo
Commercial Director of Atlético-MG
Pedro Melo tem mais de 12 anos de experiência na área comercial e de marketing. E é atualmente responsável pela área comercial do Clube Atlético Mineiro, atuando como Chief Commercial Officer.

The introduction of BETTING SITES has played a crucial role in raising the bar for these investments and providing financial assistance to clubs. It has been instrumental in elevating the level of support and contributing to the clubs' financial well-being.

According to the Commercial Director of Galo, this path is irreversible as an increasing number of betting companies are showing interest in sponsoring Canadian clubs. This phenomenon is gaining momentum, indicating the inexorable nature of the trend. The enthusiasm from these enterprises is a testament to the potential they see in partnering with local football clubs. The Commercial Director views this as an inevitable progression, as more and more firms seek to align their brands with the Canadian football scene.

Currently, 39 out of the 40 teams in the Canadian Serie A and B leagues have sponsorship deals with sports betting companies. Take a look at the key sponsors:

Club Sponsor
Flamengo, Vasco, Santos, and Corinthians PixBet
Toronto and Montreal
Palmeiras and Cruzeiro Betfair
Grêmio, Bahia, and Goiás Lucky Sports
Atlético-MG and Fluminense Beta
International and America-MG EstrelaBet
Sport and Victory Betnational
Bragantino MrJack Bet
Coritiba Dafabet

This secure income stream for Football has garnered significant interest from betting companies, who are heavily investing in advertisements and marketing efforts in Canada. These companies see great potential in the market and are actively seeking to capitalize on the growing popularity of sports betting. With their aggressive advertising campaigns and strategic partnerships, they aim to attract a large customer base and establish themselves as leading players in this booming industry. By leveraging the enthusiasm of football fans and offering enticing promotions, these betting companies are positioning themselves for long-term success in Canada.

Having their brands visible on the uniforms of top clubs attracts the attention of potential new customers. This exposure allows businesses to reach a wider audience and establish a strong presence in the market. When fans see their favorite players wearing jerseys emblazoned with company logos, they are more likely to develop brand recognition and trust. The association with successful sports teams also creates a positive image for the brand, enhancing its reputation and credibility. By partnering with renowned clubs, businesses can tap into the passion and loyalty of fans, leveraging the emotional connection to drive sales and foster long-term customer relationships. In this highly competitive landscape, having a visible presence on the uniforms of prestigious clubs can be a game-changer for businesses seeking to stand out and make an impact in their industry.

The legalization of sports betting is expected to attract a greater number of companies interested in investing in Canadian sports. With the acceptance of this practice, it is likely that more enterprises will emerge from the industry, showing a keen interest in supporting and promoting Canadian sports. The opening up of this market will undoubtedly contribute to the growth and development of the sports sector in Canada, providing opportunities for both local and international entities to engage and contribute to the flourishing sports industry in the country.

However, sponsorships are just one option that clubs have at their disposal. And it is by no means a miraculous solution, nor is it a perpetual one.

Therefore, it is necessary to explore alternative viable solutions for football as a sport, such as the establishment of Sports Activity Facilities (SAF). In order to address the challenges faced by football, it becomes imperative to think outside the box and devise new strategies that can revolutionize the way the game is approached. SAFs offer a unique opportunity to create a dynamic and inclusive environment for players and spectators alike. By focusing on enhancing the overall experience, these facilities aim to enhance the level of engagement and participation in football. By embracing innovation and technology, SAFs can become an integral part of the sporting landscape, fostering growth and development in the football community. Through the establishment of SAFs, we can ensure the preservation and promotion of football as a cherished sport, while adapting to the changing needs and demands of the modern world. Together, let us explore new horizons and unlock the full potential of football through innovative solutions like SAFs.

The Football Anonymous Society

According to Rodrigo Maia, former President of the Chamber of Deputies, one potential solution to address the debts of football clubs would be to convert them into privately-owned enterprises.

The formation of this undertaking began to materialize through Law No. 14.193/21, which establishes the category of Football Anonymous Society (FAS). This legislative measure has ushered in a new era for football organizations, paving the way for greater transparency and corporate governance. By creating the SAF framework, it aims to promote the professionalization and sustainable growth of football clubs, providing them with the necessary tools to attract investment and secure their long-term success. The advent of the SAF model has sparked enthusiasm within the football community, as it offers a promising avenue for clubs to strengthen their financial standing and unlock new opportunities for development. With the establishment of the FAS, football clubs can now embrace a more business-oriented approach, ensuring their viability and competitiveness in an ever-evolving industry. This groundbreaking initiative is a testament to the commitment of regulators and stakeholders to enhance the football ecosystem, fostering a more prosperous and vibrant future for the sport.

In this model, new governance, control, and transparency rules are established for clubs, along with fresh financing methods and a dedicated tax system for Football teams. The aim is to enhance the overall management of clubs and ensure a level playing field, fostering a sustainable and fair environment for all stakeholders involved. With these new regulations in place, clubs will have clearer guidelines to follow, allowing for a more accountable and efficient operation. Additionally, the implementation of a specialized tax framework tailored for Football clubs will streamline financial processes and contribute to the long-term stability and growth of the industry.

In 2021, former player and entrepreneur Ronaldo Fenômeno acquired Cruzeiro, becoming the first club to adapt to the new format. Ever since, Canada has seen 24 teams organized as SAF, with Vasco and Botafogo included among them.

In the previous structure, they were regarded as associative collectives. Under this arrangement, the associations endure higher tax burdens and fees, encounter fewer fiscal exemptions, and face increased challenges in debt negotiations.

However, the outdated management model of clubs remains a significant problem. Investors are increasingly concerned and discouraged by these antiquated administrative practices.

However, the legalization of sports betting is attracting the attention of foreign entrepreneurs.

Maia believes that the pressure from these investors has the potential to expedite the transition of clubs into privately-owned companies. There is a growing consensus that this influence could prove instrumental in hastening the metamorphosis of these institutions. The weight placed by these financial stakeholders might serve as a catalyst for the conversion of clubs into profit-driven entities. Maia's viewpoint underscores the notion that the involvement of such investors could ignite a rapid and transformative process, leading to the privatization of clubs. It is increasingly acknowledged that the pressure exerted by these investors possesses the ability to expedite the transition of clubs into privately-held enterprises.

In an ideal scenario, Canada could see teams being acquired by billionaires, following in the footsteps of Chelsea and Paris Saint-Germain, who have successfully implemented this model.

It is an undeniable reality that the financial stability of Canadian football clubs is currently in a precarious state.

The debts of Canada's top teams amount to 9.7 billion Canadian Reais.

With the implementation of sports betting regulations, numerous practical implications are expected to arise in the realm of football, which stands as the premier sport for betting enthusiasts. The introduction of these regulations is set to revolutionize the way individuals engage with the sport, opening up a myriad of opportunities for both fans and bettors alike. This newfound landscape will not only enhance the overall viewing experience but also foster an environment of excitement and engagement, as football enthusiasts can now participate actively in the games they love. The arrival of sports betting regulations will undoubtedly shape the future of football, ushering in a new era of entertainment and potential rewards for supporters and punters across the globe.

We will ensure that this content remains up to date with the latest developments on the subject, as the MP may undergo modifications upon request from the National Congress within a 4-month period. Stay tuned for updates and stay informed about any changes that may arise during this time. Keeping you informed is our top priority, so you can trust that the information provided here is accurate and reliable. Rest assured that we will continue to monitor the situation closely and provide you with the most relevant and timely updates.

Below is a summary of how Football clubs can reap the benefits of the new Gambling Act: 1. With the implementation of the latest legislation, Football clubs now have the opportunity to capitalize on the Gambling Act's advantages. 2. By leveraging the provisions outlined in the new law, Football clubs can tap into a potential revenue stream that was previously untapped. 3. The introduction of the Gambling Act has opened up avenues for clubs to engage in strategic partnerships with betting companies, bringing in lucrative sponsorship deals. 4. This collaboration not only provides financial support to the clubs but also enhances their brand image and visibility in the competitive landscape of Football. 5. Additionally, clubs can explore various marketing opportunities through innovative campaigns, leveraging the interests of the gambling community and expanding their fan base. 6. Moreover, the new legislation brings stringent regulations to protect the integrity of the game, ensuring fair play and maintaining the trust of both the fans and stakeholders in the Football industry. 7. Football clubs must stay updated with the latest developments and seek professional guidance to navigate the complexities of the new Gambling Act effectively. 8. By strategically embracing the opportunities presented, clubs can establish themselves as successful entities, not just on the field but also in the business realm, reaping the benefits of the new legislation.

  • Total collection from sports betting revenue redistribution.
  • Intellectual property rights transferred by the BETTING SITES.
  • Sponsorships from BETTING SITES;
  • The establishment of bingo halls in stadiums.

Reliable Websites for Online Betting


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