Brazil betting firms invest over US$185M in TV ads
The presence of sports betting on Brazilian television reached a new level in 2025. Between January and September, operators allocated more than R$1 billion (about US$185 million) to television campaigns, according to a report by Tunad, consolidating it as one of the segments that invests the most in traditional media in the country.
The betting companies that invested the most in television advertising in Brazil between January and September were BetMGM, which led with R$ 203,742,666, followed by Betano with R$ 188,265,578. In third place was BetNacional (R$ 147,371,255), while SuperBet (R$ 80,515,696) and BandBet (R$ 69,080,968) completed the top five of the period.
An explosive second quarter and a historic September
The analysis reveals that the strongest momentum was recorded in the second quarter, when a single company exceeded R$100 million (US$18.5 million) in ads. Although the pace slowed slightly in the third quarter, the category remained stable in the top of monthly investment.
In September, betting and gaming platforms disbursed R$107.6 million (US$19.9 million), placing them as the third largest advertiser on Brazilian TV, only behind financial services and subscription TV.
This growth is linked to increasingly aggressive strategies associated with major sporting competitions, music festivals, and activations with football clubs, strengthening the sector’s integration with the entertainment ecosystem.
Also leaders in number of insertions
In addition to financial investment, sports betting ranked among the five sectors with the highest volume of advertising insertions on television, with a monthly average of 11,500 pieces aired. Only the streaming and retail segments appeared more frequently on screen.
The study shows that the category even surpassed historically dominant industries, such as automotive and large retail chains, competing for space with giants of mass consumption, technology, and finance.
Football continues to be the heart of the business
Tunad’s data reaffirm that football sustains the main appeal of the market:
- 88% of bets placed
- 83% of the active user base
Followed by tennis (7%) and basketball (3.3%).
Among the competitions with the highest volume of bets are:
- Brasileirão – 11.87%
- Serie B – 5.10%
- Copa Libertadores – 4.5%
In terms of growth, futsal and basketball led the relative advances, with increases of 61% and 30%, respectively.
Almost half of bets now happen live
The study highlights a key fact to understand the synergy between TV and betting: 48% of operations are conducted live, during the event broadcast.
This preference reaffirms the role of television as the central point of interaction between the audience and betting platforms, especially in high-impact competitions.
Tags: Brasil, Brazil betting, sports betting, Brazil betting advertising, betting advertising investment