In 2025, sports betting companies plan to invest an impressive R$2 billion in sponsorship and advertising quotas in Brazilian football, the country’s most popular sport.
This movement not only demonstrates the growing interest of the football betting sector, but also intensifies the dispute with traditional retail chains.
The National Association of Games and Lotteries (ANJL), which represents 21 companies in the sector, released revealing data about this trend. The billion-dollar amount will be distributed among clubs, federations and various forms of advertising, covering multiple aspects of the football universe.
Impact on the media
The distribution of bookmakers’ investments in Brazilian football is notable. For open TV, R$320 million is planned, while closed TV will receive R$150 million.
Digital media is not left behind, with a contribution of R$100 million. Even radio, a traditional means of sports broadcasting, will be awarded R$35 million.
However, the heart of investment is in clubs and federations. Football teams, which have been in favor of the legislation that allows betting, will receive R$600 million.
It is worth noting that Palmeiras, one of the few clubs that does not display betting industry brands on the men’s team’s uniform, is about to close with Sportingbet. Therefore, the bookmaker will occupy the most valued space on the alviverde shirt from 2025 onwards, transferring more than R$100 million per year.
The federations, in turn, will receive R$160 million. In addition, betting companies will allocate a significant amount of R$790 million for advertising boards in stadiums.
Main football championship, the Brasileirão, is sponsored by a bookmaker
A notable example of this change is the transfer of the naming rights of the Campeonato Brasileiro. After six years under the sponsorship of wholesaler Assaí, the tournament now has the bookmaker Betano as its main sponsor.
