Bookmakers dominate Brazilian television programs

Bookmakers continue to invest heavily in the domestic market, proving Brazil’s potential in betting games. The country has an extremely passionate audience for sports, especially football, so opportunities continue to emerge for brands in the iGaming industry.

Sports programs on Brazilian television are taking advantage of the sector’s growth to provide space for bookmakers who are currently present in prime time on the country’s television channels, from RedeTV to Rede Globo.

Exame recently published an article detailing this dominance of bookmakers in TV shows in Brazil.

Read the full bookmaker news

In the same proportion as they sponsor football clubs, bookmakers are also increasingly present in most of the main sports broadcasts in the country. Virtually all of them are in contact with companies in this segment. Globo, which already had Betfair for Cartola-related games and advertisements, this week secured a million dollar deal with Pixbet for exposure at this year’s World Cup in Qatar.

The values ​​have not been disclosed, but during the 2018 World Cup in Russia, Globo charged the amount of 180 million reais for each of the competition’s sponsorship quotas, and it is assumed that the current figures are equivalent to those of four years ago.

The strong investment made by companies in sports media proves the role of economic protagonism of sports betting companies in Brazilian football, which generates 53 billion reais per year in the country’s economy, according to a study by Ernst & Young Global Limited, in partnership with the Brazilian Football Confederation.

On SBT, which broadcasts the Copa Libertadores da América, the sports commercial partner is Betfair. On TV Bandeirantes, the sponsor of sports programs is Casa de Apostas.

“I believe that the world of football and betting companies are great business allies. The trend is towards gradual popularization, especially after the regulation of the practice. We see a very promising future for the Brazilian market, we are always looking to generate new experiences for fans, with actions that bring us closer to the public. This is part of our communication plan, the principle of which is to establish a dialogue with the football fan. The media allow this interaction to occur simultaneously with the consumption of football news and broadcasts”, explains Hans Scheiler, Marketing Director of Casa de Apostas.

Although TV Record currently has no such sponsor, this year’s Rio de Janeiro State event has become Cariocão Betfair. In RedeTV, the one that exposes your brand is the The company, which sponsors the men’s and women’s teams of Corinthians and Brasileirão Assaí/CBF, produces the program Galera Esporte Clube, broadcast every Monday. the sponsorship is from Sporting Bet.

“Bookmaker sponsorships with major TV conglomerates follow what we are already seeing with entities, clubs and athletes around the world. At we go beyond the simple TV spot. At Esporte Clube, a show on RedeTV, we talk about responsible gambling and betting in a playful and fun way. We believe that only educating the Brazilian public will create a fertile environment for us to have a prosperous and sustainable gambling market”, says Ricardo Bianco Rosada, CMO of

Currently, around 450 foreign betting sites are operating in the country without any type of taxation. Seeing the opportunity to generate jobs, profitability and tax collection in the sector, the debate on the creation of adequate regulation has grown stronger in the Brazilian political context. In 2018, the National Congress sanctioned Law 13,756/18, responsible for creating the “fixed quota” betting modality, in which online betting in Brazil currently falls. However, the standard still does not meet the particularities of the category, and the appropriate regularization of the activity must take place after the face-to-face elections, taking into account the sporting, economic and fiscal factors of the segment.

Thus, according to experts, regularization has many benefits and is expected to move the betting industry in the country. As we have a massive soccer-loving population, the trend is for the media to establish partnerships with companies in the field, with the possibility of launching their own betting platforms, as has happened in other countries. In addition to media organizations, clubs, competitions and influencers should also continue to receive investments from the main betting sites in the world, which see football as an important ally in the search for popularization and attraction of new users.

“The trend is for companies in this segment to connect more and more with media groups that have sports as an asset. The bet creates micro-narratives and promotes a particular and parallel experience during a football match. We are at a time when statistics have become entertainment, there is a generation that consumes sports through games and is intensely interested in data consumption. Partnerships between companies and television channels will certainly generate new and significant revenues for these media groups,” explains Bruno Maia, CEO of Feel The Match and specialist in innovation and new sports technologies.

“The sports betting market, when finally regulated in Brazil, will disrupt the media and entertainment market, opening several new business fronts. One of them could be the creation of betting platforms by companies owning television channels. This has already happened overseas where powerful sports channels have taken the plunge, as is the case with Fox Bet and Sky Betting. In Brazil, Globo, for example, already has a fantasy game, Cartola, which I have always seen as an experiment for other companies in the betting sector,” explains lawyer Eduardo Carlezzo, a specialist in sports law.

For sports marketer Fábio Wolff, the experience of watching matches and betting almost automatically is an added attraction for fans. “Brazilians are passionate about football, sports in general and gamification, and competing through betting, which has always been great here, has grown with digitalization. Even around that, the investment of these companies in the media has expanded, much thanks to this commitment and this interactivity, but also with an almost daily visibility in the communication channels”, estimated the one who is managing partner of Wolff Sports.

The possibilities of new advertising actions are vast, and according to professionals, there is a very strong expectation in the market for a regularization in the near future. In the opinion of Renê Salviano, a professional with extensive experience in the advertising market, the media’s approach to companies in the sector is due to the significant investments in media made by companies, which seek to connect with fans of sports in different ways.

“Betting companies are big investors in the media, and TV stations are getting closer and closer to this segment. In the last three years we have noticed a great movement of everyone preparing for regulation, this is a great opportunity for the domestic market to grow in several aspects, I wish that would happen. When you regulate and the business is in Brazil, the taxes will generate new revenue for the country and the government can apply it in education, sports, security, among others,” concludes Salviano.