Palmeiras Overtakes São Paulo FC: A Shift in Brazilian Football's Fan Landscape

In a groundbreaking revelation, the latest 2025 survey data unveiled that Palmeiras has surpassed São Paulo FC to become Brazil's third-largest football fanbase. This development, reported on July 29, 2025, marks a pivotal moment in Brazilian football, where Palmeiras now commands a 6.5% share of the nation’s football enthusiasts, edging past São Paulo FC's 6.4%. The difference might seem marginal, but in a country with a vast population, this shift translates to hundreds of thousands of additional supporters rallying behind Palmeiras.

The implications of this fanbase reordering are profound, extending beyond mere bragging rights. The financial ramifications for both clubs are significant, influencing streams of revenue from sponsorship deals, television contracts, and merchandise sales. As the business side of Brazilian football continues to burgeon, with club earnings nearing R$11 billion in 2024, having a robust fanbase is more crucial than ever.

This ascent by Palmeiras is attributed to a blend of astute management and strategic planning. The club has been lauded for its smart signings, which have not only strengthened the squad but also resonated with fans. Additionally, Palmeiras’ investments in modernizing its stadiums and enhancing digital outreach have played a critical role in expanding its fanbase. These efforts contrast with São Paulo FC, which must now reassess its strategies to reclaim its position among the top three fan-favored clubs in Brazil.

Meanwhile, Flamengo and Corinthians continue to dominate the Brazilian football scene, holding 21.2% and 11.9% of the fan share, respectively. However, the landscape is evolving. A growing number of younger Brazilians are becoming more inclined towards international leagues or choosing not to pledge their allegiance to any single club, influenced by global football dynamics and the digital age.

This shift in fan dynamics emphasizes the need for traditional clubs like São Paulo FC to innovate and adapt, ensuring they remain competitive not only on the pitch but also in capturing the hearts of the next generation. As the business of football becomes increasingly sophisticated, the importance of aligning club values with fan expectations becomes paramount. The story of Palmeiras’ rise serves as both a cautionary tale and an inspiration, highlighting the transformative power of effective leadership and fan engagement strategies.