Legalized in Brazil in 2018 by the government of Michel Temer (MDB), online betting entered the Brazilian market with force. To give you an idea, currently, bookmakers sponsor 7 of the 10 biggest football clubs in the country.
Teams such as Flamengo, São Paulo, Vasco, Cruzeiro, Fluminense, Santos and Botafogo display these brands on their shirts. After VaideBet left Corinthians, due to a scandal, Pixbet became the main sponsor of Brazilian football, investing R$105 million in the Rio red-black team’s uniform.
Band, SBT and Globo seek partnerships
On open TV, the proliferation of online betting advertisements is also notable. Globo, Record, SBT, Band and RedeTV! are the main targets of these platforms. They advertise from Big Brother Brasil to Jornal Nacional.
Sports broadcasts are the main focus, with Betano, Superbet, Sportingbet, Esportes da Sorte and Betsul leading the advertisements.
With an eye on this growing market, Band is preparing to enter the online betting sector. Thus, the Saad family’s broadcaster is looking for a partnership that gives it 80% of the business, leaving 20% for a well-known bookmaker.
However, the agreement has not yet been closed, as the houses surveyed prefer a fifty-fifty split, citing Band’s audience and the limited supply of sporting events as justifications.
But, despite the impasse, the partnership should be formalized in the coming months. The Band sees this as an opportunity to increase its revenue, highlighting programs such as Jogo Aberto and Os Donos da Bola, which have a relevant target audience.
In addition to Band, Globo has already expressed to the Federal Government its interest in operating online betting. With broadcast rights for events such as Libertadores, Brasileirão, Copa do Brasil and Seleção friendlies, the broadcaster hopes to increase its earnings from the sport.
In addition to these two broadcasters, Grupo Silvio Santos appears to be keeping an eye on this market as well. Although SBT’s advisors denied any intention of creating their own betting house, they also did not deny the rumors.
Regulation of online betting
At the end of 2023, President Lula (PT) sanctioned the law that regulates online sports betting in Brazil. From January 1, 2025, only companies accredited by the Ministry of Finance will be able to operate in the national territory.
