Data from the National Association of Games and Lotteries (ANJL), which represents 21 companies in the sector, indicates that in 2025, the amount will be invested in clubs, federations, broadcasts, and general advertising.
The competition has triggered a reaction from the retail sector against betting companies in various arenas, such as the courts and the newly established Parliamentary Inquiry Commission (CPI) in the Senate, due to the loss of sponsorship and advertising slots in football.
In TV broadcasts, the main driver of the Brasileirão, naming rights shifted, after six years, from the wholesale retailer Assaí to Betano.
The planned investments by betting companies in each segment reveal the scale of the interests involved. There will be R$ 320 million (US$ 55m) invested in open TV and R$ 150 million (US$ 26m) in closed TV; R$ 100 million (US$ 17m) in digital media and R$ 35 million (US$ 6m) in radio.
Football clubs, which have aligned in defense of maintaining legislation that allows betting companies, will receive R$ 600 million (US$ 103.5m), while federations will receive another R$ 160 million (US$ 27.5m). Spending on stadium signage will exceed R$ 790 million (US$ 136m).
The main retail entity in Brazil, the National Confederation of Commerce (CNC), has filed a lawsuit in the Supreme Federal Court (STF) seeking to declare the betting law unconstitutional. This week, representatives from the sector launched an offensive against betting companies during a hearing at the STF.
Source: Folha
