Corinthians signs Shopee as betting ban reshapes sponsorship

Corinthians have appointed e-commerce platform Shopee as their main sponsor for the remainder of the Brazilian Championship, securing a commercial alternative after restrictions prevented the club from displaying betting partner Esportes da Sorte.The agreement covers the competition’s final nine matches and includes shirt branding, LED advertising at Neo Química Arena and exposure across Corinthians’ digital platforms, alongside discounts on club jerseys sold through Shopee.Corinthians president Osmar Stábile said: “Shopee is a global company, a giant in its segment, and we are happy with the partnership. Its arrival enhances our brand and expands our relationship with our fans.”The sponsorship debuted in the away derby against Palmeiras on October 11, with Shopee’s normally orange identity presented in monochrome on the shirt to maintain Corinthians’ traditional black-and-white colours.The retail element gives the partnership a direct purchasing component alongside advertising, connecting the club’s supporters with merchandise available through the marketplace.Corinthians commercial superintendent Sandor Romanelli commented: “E-commerce (marketplace) has become a very important segment for the national economy. Our search for leading companies in strategic markets has always had Shopee on our radar.“This was the ideal opportunity to start a partnership that is not limited to sponsorship, with diverse possibilities for growth between the two brands.”The agreement follows Corinthians’ use of Jota.ai as a temporary main shirt sponsor against Internacional, demonstrating how the club has sought alternatives during the disruption to betting-sector advertising.Esportes da Sorte’s removal from the shirt should be distinguished from confirmation that its underlying agreement has ended, with Corinthians previously thanking the company for its flexibility while the club explored temporary commercial options.Shopee provides a defined solution for the remaining league programme, while the combination of stadium, digital and merchandise activity creates opportunities to develop the relationship beyond logo visibility.Launched in Singapore in 2015, Shopee began operating in Brazil in 2020 and has built a substantial local seller and logistics network.According to the company information accompanying the announcement, more than three million Brazilian sellers are registered on the platform and account for 95 per cent of its transactions in the country.Its Brazilian infrastructure includes 26 distribution centres and more than 200 logistics hubs, supported by three offices in São Paulo and a workforce reported at more than 40,000.Shopee is part of New York-listed technology group Sea Limited, whose other businesses include gaming company Garena and financial services business Monee.The Corinthians agreement links that established retail network with a major football audience at a time when clubs are seeking sponsors from sectors beyond betting.Its immediate role is to occupy the principal shirt position through the end of the championship, while Romanelli’s comments identify scope for a broader commercial relationship between the club and marketplace.