Three of Brazil’s biggest television stations, Globo, SBT and Band, are preparing to launch their own sportsbooks.
Thus, these companies are moving to enter the betting market in Brazil by next year, following the betting trend, which generates around R$150 billion per year in the country.
Regulation and accreditation of betting in Brazil
The new rules for betting platforms in Brazil will come into force in January 2025. Therefore, the deadline for submitting the necessary documentation is December this year. Thus, companies approved by the government will be able to use the “bet.br” domain.
In the first quarter of this year, the Ministry of Finance received around 132 applications from companies interested in operating in Brazil, including the main television conglomerates.
Band is in negotiations for partnerships with other betting platforms, defining details about participation and percentages. Thus, one of these potential partnerships is with OpenBet, a platform with a strong presence in the United Kingdom, United States and Canada, and with shares on the New York Stock Exchange.
On the other hand, Globo, which already controls the popular game Cartola FC, showed interest in accreditation through DFS Entretenimento, owner of Cartola FC. The goal is to launch your own sports betting platform after approval.
SBT, belonging to the Silvio Santos Group, is further advanced in its preparations. Therefore, the company is just waiting for the finalization of the regulations to begin operations. Among the names listed to obtain the license are Baú Bet and Tele Sena Bet, both linked to Silvio Santos‘ group.
Market diversification
Ricardo Bianco Rosada, founder of the consultancy brmkt.co, highlighted two important assets of large media groups: credibility and audience.
“Despite competition from digital platforms, television still has significant penetration. For media groups, sports betting operations represent a way to diversify their business and monetize their audiences.”
Edson Lenzi, CEO of PayBrokers, emphasized the transformation in the sports betting market in Brazil with the entry of large players. “The ongoing regulation will bring more security and reliability for bettors.”
