The action was coordinated by the sports marketing company Sportsview, hired to help develop new broadcast formats. In this edition, the State tournament (Carioca) is broadcast on open TV by Record network, on pay-per-view, by application, club’s TV channels and now, also on the betting website.
"The desire to expand the borders even more to embrace more football lovers in Rio de Janeiro already settled in our desire. With the unilateral termination by TV Globo (last year) of the contract that was in force until 2024, we broke with the traditional model by expanding the platforms," Ferj's marketing director, Leonardo Ferraz, told Estadão. "Obviously, model breaks cause difficulty and teaching initially. We believe that this first year is the kick-start of a new era,” he added.
Since December 2018, fixed-odds sports betting activity has become lawful in Brazil, in which it is defined, at the time of betting, how much will be won in the event of a hit. This decision opened the market for sites that work with sports hunches. However, a special care in this partnership between the Carioca championship and Sportradar is precisely to ensure the smoothness of the entire process.
"Our partner responsible for the integrity process is Sportsradar, a global company that uses its own fraud detection system. It is sophisticated monitoring, using artificial intelligence at the intersection of a series of data to analyze suspicious movements related to betting," said Sportsview executive, Marcelo de Campos Pinto.
Once on the website, the Internet user follows the game with the same narration offered by pay-per-view. The marketing agency responsible for the idea says that the intention is to reposition the Carioca championship with a new status in the market and to be able to offer the same standard that exists in Europe, the United States and Asia, places where the broadcast of sporting events on betting sites is very common.
"We need to make the product available to the consumer at the moment and in the way he wishes. This is the worldwide trend. That is why the Carioca is available on several platforms: TV, smartphone, tablet, desktop and now also at bookmakers abroad. Betting platforms are yet another element of this strategy of transforming competition into an innovative, broad and inclusive communication platform," said the Sportsview executive.
REGULATION
Although betting sites are lawful in Brazil, the activity does not yet have specific regulations in the country. The lawyer specializing in sports law and a partner at Corrêa da Veiga Advogados, Luciano Andrade Pinheiro, stated that this kind of vacuum in the legislation even hinders the growth of the sector and makes the government stop collecting with possible taxes.
"The market is heated in Brazil and the trend with regulation is for it to increase, because in addition to the already existing online houses, in the near future we will have physical bookmakers, working anywhere. Brazilians bet on sites that are based outside the country, which is very bad for the government, which fails to collect," said the lawyer.
For the expert, although the format is new, the broadcast of games on betting sites should not be viewed with suspicion. "There is no relationship between the broadcast of games on betting sites and the manipulation of results. Streaming within bookmakers is just a way of attracting audiences to them. It is good to remember that the bookmaker is a victim of match manipulation, because whoever manipulates is the bettor to harm these companies," he explained.
Source: Estadao
