Soccer

New clause in the concession could affect Flamengo's earnings from advertising boards at Maracanã

Government imposes that only advertisements for bets already registered with Loterj can be displayed

14 Set 2024 | 08:12 |

The company Fla-Flu Serviços S.A. was finally registered with the Rio de Janeiro Commercial Board last week, paving the way for the signing of the Maracanã concession contract for the next 20 years. However, a new clause inserted in the contract, due to the delay in formalization by Flamengo and Fluminense, could impact profits of Flamengo with advertising boards in the stadium.

At the beginning of 2023, Flamengo sold to Brax the right to operate advertising boards in the Brazilian Championship from 2025 onwards. However, until the end of this year, the club is still responsible for directly negotiating the advertisements shown at Maracanã.

As in much of the Brazilian football in recent years, a large part of the advertisements on the stadium signs are from betting houses. However, on August 12, the Civil House Secretariat accepted a request from Loterj to include a clause in the contract that will be signed by Fla-Flu Serviços S.A. in the coming days.

“13.5. The CONCESSIONAIRE is prohibited from advertising/publicizing and/or merchandising, directly or through an intermediary company, within the scope of the Maracanã Complex, of Betting Houses that do not have a formal grant from the Lottery of the State of Rio de Janeiro – LOTERJ or the Federal Union , according to Decree No. 48,806/23.”

The process of granting licenses by the federal government is still ongoing, which led the Court to prohibit the operation of companies not authorized by Loterj in Rio de Janeiro. Currently, only five companies, including Pixbet, are authorized to operate in the state.

Flamengo attributes increased profits to the growth of betting shops

Loterj reopened on the 5th , a period of 15 days for companies to regularize themselves, paying a grant of R$5 million, in addition to 5% of the monthly revenue generated by betting. It is not yet clear whether some of the 115 companies banned from operating at the stadium will accept to pay the grant or will continue to fight in court to act based on the national license.

If Fla-Flu Serviços S.A. signs the Maracanã contract , it must comply with the new clause and suspend advertising from companies that are not accredited by Loterj until the federal regularization process is completed. This includes, for example, Superbet, sponsor of Fluminense.

In 2023, Flamengo raised around R$40 million from the sale of advertising signs, a significant increase compared to previous years, driven by the boom in betting houses, according to the club's own marketing department.

The agreement with Brax , in turn, involves a total value of R$330 million until 2029. The company will also have to comply with the imposed clause, but the expectation is that, until the contract comes into force, the process of regularizing bookmakers with the federal government is already completed.

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O Rubro-Negro entra em campo defendendo uma larga vantagem construída no jogo de ida. A partida terá cobertura completa para quem não for ao estádio, com transmissão exclusiva dos canais por assinatura. O torcedor poderá acompanhar todos os lances ao vivo através do SporTV (TV fechada) ou pelo Premiere (sistema pay-per-view), ambos canais do Grupo Globo.

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O Flamengo vai a campo com: Andrew; Emerson Royal, Léo Ortiz, Vitão e Alex Sandro; Evertton Araújo, De La Cruz e Lucas Paquetá; Carrascal, Cebolinha e Pedro. A estratégia visa manter a intensidade para carimbar o passaporte para a final, onde o Fluminense já aguarda o vencedor.

LISTA DE DESFALQUES

A montagem da equipe para esta segunda-feira foi diretamente impactada pelo Boletim Médico do clube. Ao todo, o Flamengo tem seis baixas confirmadas, sendo a ausência de Giorgian De Arrascaeta a mais sentida. Além do meia, o Mais Querido tem outros desfalques.

Bruno Henrique: O atacante foi vetado devido a uma pubalgia e segue em tratamento.
Erick Pulgar: O volante chileno queixou-se de dores musculares após a final da Recopa contra o Lanús e não foi relacionado.
Jorginho e Léo Pereira: Ambos foram vetados pelo Departamento Médico por conta do alto desgaste físico acumulado na última partida.
Saúl: O jogador segue o cronograma de recuperação após cirurgia no calcanhar esquerdo e ainda não está à disposição de Filipe Luís.

New clause in the concession could affect Flamengo's earnings from advertising boards at Maracanã