Sil to Replace Casas Bahia as Paulistão Naming Sponsor from 2027

Brazil's Paulistão will run under a new name from 2027, with Sil replacing Casas Bahia as the tournament's naming-rights sponsor in a three-year deal worth approximately R$30 million per year, according to Lauro Jardim's column at Globo.

The announcement is scheduled for the tournament's official launch and draw ceremony, which takes place at the Teatro Dermeval Gonçalves. The change hands the top sponsorship slot to a company that already held a lower-tier sponsorship of the competition.

Why is the sponsorship changing hands?

The switch follows a crisis at the incumbent sponsor. Casas Bahia, the retailer that currently holds the naming rights, entered judicial recovery (a Brazilian court-supervised restructuring process that lets distressed companies renegotiate debts). That process made the brand's continued front-of-shirt, front-of-tournament position untenable, and the Paulistão's organizers moved to secure a replacement.

Sil was the natural landing spot. The company already sponsored the tournament, so the upgrade to naming rights deepens an existing relationship rather than starting one from zero.

What are the commercial terms?

The deal, as reported by Jardim's column, runs on two numbers:

• Duration: three years, starting with the 2027 edition.
• Value: roughly R$30 million per year, which implies a total commitment in the region of R$90 million over the full contract.

That figure positions the Paulistão naming rights — the sponsorship model in which a brand's name is attached to the competition itself, as in "Paulistão Casas Bahia" — among the more valuable properties in Brazilian state-level football.

What does the deal signal for sponsors?

For Sil, the upgrade converts an existing sponsorship investment into the most visible asset in the property's portfolio, with the brand name attached to every match broadcast, ticket and standings table for three seasons. Existing sponsors stepping up to naming rights typically bring brand-fit advantages that outside bidders cannot match, and the Paulistão's organizers have chosen continuity over an open market process at a moment when their previous partner is in court.

The timing also matters. With the announcement set for the launch ceremony and draw, the tournament begins its cycle with its commercial centerpiece secured through 2029, removing the uncertainty that Casas Bahia's judicial recovery had placed over the property.

The R$30-million-a-year agreement now awaits only its formal unveiling on stage at the Teatro Dermeval Gonçalves, where Sil's name will be attached to the Paulistão for the first time.