Of the 40 teams competing in Serie A and B of the Brazilian Championship, 35 have one thing in common: they are funded by sports betting sites. A market that has not yet been regulated in the country, with companies hosted abroad that do not create jobs or pay taxes in the country. This will change if the federal government regulates activity by the end of the year.
Brusk, Gremio, Novorizontino, Palmeiras and Tobense are excluded from the main teams of the country. Brands are not only exposed to groups. Companies in the industry sponsor sports programs, hire celebrities to star in commercials, and pay digital influences to promote their brands.
There is no definitive figure for the size of this market or an accurate estimate of the growth that could occur with the arrangement. Entrepreneurs were heard Bed sheet estimated that, with the regulation, it is an industry that can raise something between R $ 20 and $ 100 billion.
With any of these values, it will be a small part of economic activity that is expected to reach US $ 140 billion a year in 2028 ($ 721 billion at current price), according to a Grand View Research study.
“A new industry will be created, with new professions, and Brazil can become a center of technology,” said Ricardo Rosada, head of marketing at galera.bet. Investments in sponsorships in Brazilian teams are made, in part, in the hope of expanding the market and regulations.
The betting companies are authorized to operate due to law 13.756 / 2018, which was enacted by the then president Michel Temer four years ago. However, he believes that the issue should be regulated by the Ministry of Economy by the end of 2022. Companies that maintain websites in Portuguese, advertise and sponsor national associations are not based in Brazil. They usually have offices in countries such as Malta, Curacao or Gibraltar (where most of them are located).
“The longer it takes for the regulation to come out, the less money Brazil will collect from taxes. The lack of regulation leaves the Brazilian market legally unsafe, both from the operator’s point of view. [a casa de apostas] how much of the consumer [apostador]. The regulation will, for example, bring greater security to the player to receive prizes, as he will be able to claim his prizes in the Brazilian Justice,“ says Udo Seckelmann, a lawyer specializing in sports and betting at the Bichara e Motta office.
The strategy of sponsoring clubs and branding must be at the forefront at the time of regulation. The companies believe this will happen, despite sector resistance from Jair Bolsonaro (PL)’s government. Damares Alves, a former minister for women, family and human rights, has said in the past that he opposes it.
There is suspicion of lack of movement on the issue, the limited time until December and the fact that this is a year of presidential elections. But the MPs involved are optimistic about the possibility that everything will be resolved.
Federal MP Felipe Carreras (PSB-PE) agrees that the lack of regulation creates an environment conducive to the spread of irregular betting, in addition to wasting a potential source of taxes for the state.
At present, the rapporteur of the bill that creates the new Pelé law, adds that the regulation should include mechanisms that guarantee that the money raised will be reinvested, in some way, in Brazilian sports.
“[As loterias] must support the sport. “If there is nothing about it, I will work with the sports community to include it in our new Brazilian sports legislation.”
Last week, Games Magazine Brasil had access to the third draft of the regulation that would give the Ministry of Economy the power to authorize and inspect sports betting in Brazil. According to the publication, each license would cost R $ 22 million. When requested by the report, the Ministry did not comment on the matter.
The consensus among the experts heard from Bed sheet is that the number of bookmakers in Brazil needs to be reduced and stabilized. Currently, there are between 400 and 450. If the value of about R $ 20 million for the license is confirmed, the space may be limited to some of the larger companies.
“It is an end that can prevent and make it impossible for new players to enter and appear in Brazil,” Seckelmann said. The hope of Brazilian clubs is that the impetus for sponsorship spending is not diminishing. Atlético Mineiro, the current Brazilian champions, receives about Rs 10 million a year, for example.
“The economic implications [da entrada das casas de apostas] It is a giant, as it is a sector that affects the entire marketing and advertising industry in the country, in addition to the need for human resources. “In recent years the market has been very busy with betting site brands and the trend is for this space to remain in Brazilian companies,” bets Hans Schleier, marketing director of the Casa de Apostas website.
Source: ALEX SABINO / JOÃO GABRIEL - Folhapress
