An analysis carried out by DW’s data team revealed that around 60% of the advertisements displayed in football stadiums during the 2024 Brazilian Championship were from sports betting companies (better known as bets).
In the last round of the competition, this number reached 70%, which represented a significant growth compared to previous years.
The survey used artificial intelligence to analyze videos with the best moments of matches from 2019 to 2024. The result shows that companies in the sector, such as Superbet, Betano, PixBet and Betnacional, occupied spaces that banks, airlines and retail chains previously shared.
In 2019, bets were already present, but the current presence has doubled since then.
All Serie A football clubs have contracts with bets
Currently, all 20 Serie A clubs display at least one sports betting sponsor on their kits, and 90% of them display these brands on the front of the shirt.
This presence also appears on the signs around the field, in a scenario that has a direct impact on the clubs’ budget.
In May 2025, a bill proposed limiting this advertising. In response, more than 50 clubs, including Palmeiras, Flamengo, Fluminense and Botafogo, signed a joint statement warning about the possible financial impact. According to the document, losses could reach R$1.6 billion per year.
Regarding legislation, the regulation of the sector came into effect on January 1, 2025, focusing on taxation and the registration of operators in Brazil. Since then, advertisements have included warnings about responsible gaming, a measure similar to that used by the alcoholic beverage industry.
Congress is still discussing new rules to restrict the display of these advertisements during sports broadcasts. The text has already been approved by the Senate and is now awaiting analysis by the Chamber of Deputies.
