Business

Gambling to be Brazil’s next World Cup star

Operating from overseas, sports betting platforms have made big inroads into Brazil’s national sport. But they continue to operate in a legal gray area

Betting companies are to cash in when the World Cup starts, in November. Photo: Editorial credit: A.Ricardo/Shutterstock
Betting companies are to cash in when the World Cup starts, in November. Photo: Editorial credit: A.Ricardo/Shutterstock

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.

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