Betting companies will invest R$ 2 billion next year in sponsorship and advertising quotas in Brazilian football, signaling the intensification of the rivalry with retail networks, which have been losing this competition due to the high costs charged after the entry of betting houses. The information was reported in the Folha de S.Paulo Panel.
Data from the National Association of Games and Lotteries (ANJL), which brings together 21 companies in the sector, show that, in 2025, the amount will be invested in clubs, federations, broadcasts, and general advertising.
The competition has generated a reaction from retail against the bets in various arenas, such as Justice and the newly installed CPI in the Senate, due to the loss of sponsorship and advertising quotas in football.
In TV broadcasts, the mainstay of the Brasileirão, the naming rights have, after six years, moved from the wholesaler Assaí to Betano.
The investments planned by the bets in each segment show the size of the interests involved. There will be R$ 320 million in open TV and R$ 150 million in cable; R$ 100 million in digital media and R$ 35 million in radio.
Football clubs, which have aligned in defense of the legislation that frees the bets, will receive R$ 600 million and the federations, another R$ 160 million. The expenses on stadium boards will exceed R$ 790 million.
The main entity of Brazilian retail, the National Confederation of Commerce (CNC), filed an action in the Supreme Federal Court (STF) to declare the law of bets unconstitutional. This week, representatives of the segment opened fire against the betting companies in a hearing at the STF.
Source: Folha
