Under attack from retailers, betting to pour USD 346.800 M into football by 2025
Monday 18 de November 2024 / 12:00
2 minutos de lectura
(Brasilia).- Betting companies will invest USD 346.800 M next year in football sponsorship and advertising, a sharpening of the battle with retail chains, which have been losing this competition due to the high costs charged after the entry of bookmakers.
Data from the ANJL (National Association of Games and Lotteries), which brings together 21 companies in the sector, indicate that in 2025 the amount will go to clubs, federations, broadcasts and advertising in general.
The competition has generated a backlash from the retail sector against betting in various forums, such as the courts and the recently launched IPC in the Senate, over the loss of sponsorship and advertising fees for football.
In television, the flagship of the Brasileirão, naming rights passed from the wholesaler Assaí to Betano after six years.
The expected betting contributions in each segment show the dimension of the interests at stake. There will be usd 555 M in free-to-air television and R$ 26 M in pay TV; usd 17 M in digital media and usd 6 million in radio.
Football clubs, which have lined up in defence of maintaining the legislation that frees betting, will receive R$600 million and federations another R$160 million. Spending on stadium signage will exceed usd 137.68 million.
Brazil's main retail organisation, the CNC (National Confederation of Commerce) has filed an action before the Supreme Court to declare the gambling law unconstitutional. This week, representatives of the segment opened fire on gambling companies in a hearing at the Supreme Court.
Categoría:Legislation
Tags: Sin tags
País: Brazil
Región: South America
Event
ICE Barcelona 2026
19 de January 2026
Merkur Group Shines in Barcelona with Triple ICE Triumph
(Espelkamp/Barcelona).- Merkur Group secures three prestigious international accolades for operational excellence, social commitment, and standout exhibition experience.
Friday 06 Feb 2026 / 12:00
Eduardo Aching: "ICE 2026 was an exceptional event for Konami and its casino partners"
(Barcelona, SoloAzar Exclusive).- Eduardo Aching, Vice President of iGaming & International Gaming Operations at Konami Gaming, reflects on the company’s standout participation at ICE 2026, the strong reception to Solstice 49C and Konami Online Interactive, and the strategic push toward emerging regulated markets and expanded global partnerships.
Friday 06 Feb 2026 / 12:00
Belatra Games Strengthens LatAm Expansion and Innovation Strategy After ICE Barcelona 2026
(Barcelona, SoloAzar Exclusive).- Kateryna Goi, Chief Marketing Officer at Belatra Games, shares her assessment of the company’s participation in ICE Barcelona 2026, the quality of industry engagement at the event, and the strategic priorities shaping Belatra’s growth in 2026, with a strong focus on Latin America and narrative-driven innovation.
Friday 06 Feb 2026 / 12:00
SUSCRIBIRSE
Para suscribirse a nuestro newsletter, complete sus datos
Reciba todo el contenido más reciente en su correo electrónico varias veces al mes.