GMB – With the burgeoning sports betting segment, how do you evaluate the arrival of regulation and what lies ahead in terms of sponsorships and brand reinforcement for the betting market?
Matheus Antunes – We are looking at the betting market with a lot of optimism. We have been operating in the market for seven years, mediating sports properties, and we have always supported regulation. Our agency is the only member of the Brazilian Institute of Responsible Gaming (IBJR), and we stand for responsible gaming.
We believe the sponsorship market will only benefit from this. It will become a regulated market and be better regarded by society, as we know there is still prejudice.
One thing we've seen recently is market inflation. With regulation, is the trend expected to continue at this pace? How will sponsorship values behave?
I believe that over time and with regulation, the number of players will decrease. It is expected, at least, that the number will decrease in the long run as well, with mergers and acquisitions likely to occur, stabilizing the market and possibly lowering prices a bit. I don't know if it will be by much or little, but it's something we will see. Maybe the prices were a bit outdated, and other market segments couldn't afford to pay for smaller margins. But regulation will slightly reduce the margin for companies and make them invest less in clubs.
So, I believe the appetite will continue; everyone will want to be in football, but it will open up to new sports that don't receive as much investment from betting companies today. Over time, the amounts invested will be smaller, both in sports assets and properties, as well as in digital media, traditional media, and all areas where money is invested in advertising.
What are the trends in the future market with master sponsorships, LEDs, and ambassadors?
I believe it will continue in the same way. We have to see how the regulation will turn out and if restrictions will be applied, similar to Conar, as has been done in other markets like tobacco. But I believe that today master sponsorship dominates in clubs and is the most sought-after space due to its greater visibility. LEDs and field advertising will continue forever, and I see that there will be more sponsorships in leagues, as Betano did with the Brazilian Série A, Betnacional in Série B, and Bet7k with the Super League. This movement tends to increase to impact sports fans.
The CBF has introduced requirements and prohibitions for companies that are not regulated. How do you see this and how do you handle CBF's regulations?
I believe there isn't much restriction. What the CBF set as rules doesn't hold up legally. So, if I were a betting company, I wouldn't worry. None of our clients are concerned about this. Once it's regulated, there will be a new market, and everything will function properly. CBF's move was intended to convey an image of trying to improve the environment, but overall, everyone knows it doesn't hold up legally.
If so, from an advertising and marketing perspective, are there still significant opportunities?
There always are. But the way the market is today, it’s a war that will end up clashing with other brands, which might not be ideal. After all, as you know, we are a small group of people. You will have to pay more or face fines to enter a club, especially in the properties that are most sought after today.
But as I said, once licensed, with fewer players, I believe the market will understand that the money needs to be spread around. It won't stay just in football or volleyball; it will foster other sports, which is very important for Brazil.
Source: Exclusive GMB
