The Paulista Championship, one of Brazil's prominent football tournaments, has reported a staggering 136% increase in revenue from 2024 to 2026, attributed to lucrative sponsorship contracts and naming rights agreements with major brands such as Casas Bahia and others. This substantial growth comes in a challenging context, where the competition is now coinciding with the national football calendar and other major tournaments like the Copa do Brasil and Copa Libertadores, leading to fewer available match dates.

On concluding the tournament recently, the Fédération Paulista de Futebol (FPF) leaders expressed optimism about this financial surge, viewing it as a validation of the league's commercial viability despite tough scheduling constraints. This year's competition saw a reduction in match days, dropping from 15 to 11, raising questions about how the competition will adapt to these changes while still securing sponsorships and engaging fans.

The end of the naming rights deal with Sicredi after seven years and the transition to Casas Bahia as new sponsors signify a shift in financial strategies within the league. However, exact figures regarding the deal with Casas Bahia were not disclosed, leaving speculation about the significant investments involved in sustaining and promoting one of Brazil’s historic football institutions.