Brazilians are increasingly accustomed to the sports betting sector. In the year of the World Cup, the market was even more consolidated. The exposure of houses such as Pixbet and Betnacional in the transmission of the World Cup on TV Globo and the sponsorship of EstrelaBet in the coverage of Casimiro in partnership with FIFA on Youtube and Twitch are examples of the strong investment in marketing by companies in the segment, which are extremely interested in Brazil.
Rede Globo traditionally had a powerful package of sponsors for broadcasting the World Cup on free-to-air TV. The big surprise of the year was Pixbet, which went down in history for being the first bookmaker to sponsor the World Cup on Globo.
“Being in the World Cup is a giant step for Pixbet. We are very proud to have reached this level”, said Ernildo Santos, founder of Pixbet, at the time.
Betnacional signed a contract with the country’s main broadcaster for the insertion of a 30-second commercial in the breaks of World Cup matches. Also remembering Betfair, which was part of the group of official sponsors of the broadcast on Grupo Globo’s closed channel, Sportv.
On the internet, the coverage of the Cup games by streamer Casimiro Miguel in partnership with FIFA became a phenomenon and broke records with each live transmission. During the World Cup, the streamer was sponsored by EstrelaBet, but the amounts were not announced.
Bookmakers will continue to sponsor Brazilian sport in 2023
The tendency is for bookmakers to continue sponsoring the national sport next season. After Argentina’s third championship in Qatar, several companies in the betting sector have already announced new partnerships for 2023, both in football and in other sports.
EstrelaBet signed a master sponsorship with Criciúma in football and Sada Cruzeiro in volleyball, as Esportes da Sorte announced four new partner teams (Guarani-SP, Novorizontino-SP, Vila Nova-GO and Londrina-PR), while the former volleyball player Sheila Castro became the new Betnacional ambassador. Therefore, this market has everything to continue growing in 2023.
