In the second quarter, investments intensified, with a single company spending more than R$ 100 million (US$19m) on advertising. Although there was a slight downturn in the third quarter, the sector remained among the country’s top advertisers.
In September, for example, betting and gaming platforms ranked third among the categories that invested the most in linear TV, with R$ 107.6 million (US$20.2m), behind only financial products and pay TV. This growth reflects the increasing presence of campaigns and sponsorships tied to sports and cultural events.
According to the study, companies in the sector also diversified their strategies by associating their brands with music festivals, football clubs, and broadcasts of regional championships, strengthening the link between entertainment and sports betting.
Betting and gaming among the sectors with the highest investment
In September, the sports betting and gaming segment maintained an average of 11,500 commercial spots, placing it among the five categories with the highest TV ad volume, behind only sectors such as streaming and retail. The performance confirms that television remains a strategic space for the industry, despite the rise of digital platforms.
Compared to other segments, online casinos competed directly with established consumer, technology, and financial brands. Financial products led the monthly ranking with R$ 143.1 million (US$26.9m), followed by pay TV (R$ 121.2 million / US$22.75m).
Betting, with R$ 107.6 million (US$20.2m), even surpassed traditional categories such as retail chains (R$ 100.5 million / US$18.8m) and automakers (R$ 99 million / US$18.6m).
Football remains the dominant sport in betting
According to a report from a sports betting website, football continues to be the most popular choice among platform users, accounting for 88% of all bets placed and 83% of the active user base. Tennis appears in second place with 7% of bets, followed by basketball with 3.3%.
The most bet-on competitions include the Brasileirão (11.87%), Série B (5.10%), and Copa Libertadores (4.5%), showing the dominance of national and regional tournaments in Brazilian bettors’ preferences. Additionally, futsal and basketball showed the highest growth during the period, rising 61% and 30%, respectively.
Preference for live betting also increased. Nearly 48% of wagers were placed during matches, highlighting the role of TV broadcasts in boosting the interaction between sports and entertainment.
Awkward moment at Teleton
The strong presence of sports betting brands on television sparked debate after an episode involving Celso Portiolli during Teleton 2025, aired on SBT. At the end of the program, the host remarked that “many prefer to place a little bet instead of donating,” referring to the public’s behavior during charity campaigns.
The comment occurred during the same event in which SBT aired ads for its new betting platform, for which the network obtained an operating license in the country. The contrast between Teleton’s charitable message and the betting ads shown during commercial breaks drew criticism and raised ethical questions about television advertising in this segment.
Source: Correio Braziliense
