Rio de Janeiro was the one with the most turnover, with around R$ 5 billion (US$ 1bn) generated for the local economy during the festivities, followed by São Paulo (R$ 2.9 billion/US$ 580m), Belo Horizonte with R$ 943 million (US$ 187m), and Vitória in Espírito Santo with R$ 30 million (US$ 6m).
According to the betting companies, sponsoring Brazil's biggest party is a great opportunity to attract new bettors, showing that, much like Carnival, online betting can be a form of entertainment.
In São Paulo, the city government invested approximately R$ 96.7 million (US$ 19.4m) in organizing the festival. Operator galera.bet was present there. Marcos Sabiá, CEO of galera.bet, said the company quadrupled its investments this year compared to 2023, even becoming the master sponsor of the carnival by signing a contract with the Independent League of Samba Schools of São Paulo (Liga-SP). The brand had advertising space at Anhembi, where the parade took place, and even had a VIP box at the Sambadrome.
Previously, the platform had partnerships with four São Paulo samba schools, all associated with organized fan groups—the Corinthians' Gaviões da Fiel, Palmeiras' Mancha Verde, and São Paulo's Independente Tricolor and Dragões da Real.
In Rio, Esportes da Sorte also chose to invest in the parade by providing support to Grande Rio, from Duque de Caxias, and Salgueiro, from the North Zone of Rio. The contract included brand advertisements during technical rehearsals at the schools, interactive activities around the events, displays at the Sambadrome, and social media posts by the associations.
Additionally, the company signed a contract with the municipality to sponsor the carnival in Recife (PE) and partnered with street blocks in Rio de Janeiro and Salvador (BA).
"We were present at various private events in Salvador, Rio de Janeiro, São Paulo, and Belo Horizonte," said Esportes da Sorte CEO, Darwin Filho.
In Rio, the Independent League of Samba Schools of Rio de Janeiro (Liesa) partnered with betting house Pixbet, with exposure at the Sambadrome and other activations in the vicinity. The contract values were not disclosed.
Minas Gerais also generated significant numbers. The capital city saw the participation of 5.5 million revelers, including 262 thousand tourists, and generated approximately R$ 943 million (US$ 187m).
Betting platform Bet7k contributed to the realization of 26 street blocks. The brand distributed branded batons and fans to revelers, appearing on shirts and floaters.
"We were present at various parties and events and also at the street carnival in Belo Horizonte. The carnival held in the state capital contributed to the consolidation of the brand and encouraged popular culture," said Talita Lacerda, CEO of Bet7k.
Source: GMB
