Over the last few years, Brazilian television and football stadiums have been flooded with a new sort of ad: for gambling. Sports betting websites currently sponsor all 20 teams in Brazil’s top division. Seven clubs sport the name of a betting platform on their jerseys.
Moreover, two major betting platforms will air ads on Brazilian TV during the upcoming football World Cup in Qatar. Always a massive event, Brazilians draw the tournament’s largest TV ratings worldwide. During a match, over 80 percent of Brazilian television viewers tune into Globo, the country’s main broadcaster, which has exclusive free-to-air rights.
Pixbet reportedly paid BRL 175 million (USD 33 million) for advertising on Globo during the World Cup, which includes the use of Galvão Bueno – Brazil’s most famous sports announcer – as brand spokesperson. Betnacional, meanwhile, will air ads on both Globo and SporTV, a cable sports channel belonging to the same media group. Betano, a competitor to both, currently sponsors Jornal Nacional, Globo’s main newscast.
Yet, despite this expansion, gambling platforms remain...
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