The team, based in the state of Mato Grosso, is challenging the trend of betting companies sponsoring football teams. President Cristiano Dresch explained that he is completely against these companies, calling them "a crime" that "exploit people, cause suicides and destroy families". He stated that their current sponsors have asked them not to sign contracts with betting companies, and that they have made the correct decision.
Cuiabá has been promoting local products, such as ethanol, on their jerseys. The team's current sponsors are not small amounts, representing a significant part of their budget. They rely on television income, jersey sponsorship and player sales to balance their budget, with an estimated R$ 30 million in player sales this year.