Brazil's 2026 World Cup: 62% plan to bet more. Record.
Less than a year before the start of the 2026 World Cup, various studies already anticipate a strong increase in sports betting activity in Brazil. The latest research by Resenha Digital Clube and Data-Makers, conducted in October 2025 among one thousand consumers of sports content, shows a scenario of mass consumption of the tournament and a strong push towards online betting.
A World Cup that will be watched more and in a more connected way
95% of respondents said they will follow the World Cup, and eight out of ten say that the 2026 edition will have a larger audience than that of 2022. Although behavior in front of the screen also changes:
- 38% watch the matches on TV while simultaneously using their cell phones.
- 34% focus only on the television.
- 12% follow the matches exclusively from their mobile devices.
The family environment continues to dominate as the preferred place to watch the matches (72%), although the social component weighs in: 35% watch the games with friends, 31% in bars and restaurants, and 12% at special events.
Profile of the participants
The sample was composed of 44% women, 55% men, and 1% other genders. In the distribution by social class, classes C (42%) and AB (31%) predominate, with a balanced presence across all regions: Southeast (45%), Northeast (20%), South (18%), Center-West (9%), and North (8%).
The World Cup also drives betting: 62% plan to bet more
The report O Brasileiro e a Copa, also prepared by Data-Makers, confirms the trend: six out of ten Brazilians plan to increase their betting consumption during the World Cup.
Additionally:
- 38% bet via cell phone during the matches.
- 26% consult live statistics to decide their plays.
These habits consolidate the World Cup as a growth engine for the online betting market, which is already one of the fastest-growing sectors in Brazil.
Where Brazilians will watch the World Cup and what they will consume
Broadcast television leads as the main transmission channel (85%), followed by Instagram (82%), news sites (77%), and YouTube (70%). TikTok (42%) and Facebook (38%) appear as secondary but influential platforms.
During the matches, 86% use social networks to comment or share content; WhatsApp leads interactions (49%).
In parallel, the World Cup will drive a significant increase in overall consumption:
- Snacks (72%)
- Chocolates (66%)
- Meats (60%)
- Alcoholic beverages (60%) and non-alcoholic beverages (54%)
76% plan to frequent bars and restaurants more, and 43% intend to buy themed clothing or accessories. A 64% increase is also projected in mobile internet use and calls.
Brands enter the game: affinity, promotions, and influencers
Half of those interviewed say they prefer brands associated with the World Cup, and 37% say they develop greater affinity toward official sponsors. Among the most valued actions are:
- Promotions (21%)
- Collectible items (18%)
- Special content (17%)
According to Fabrício Fudissaku, director of Data-Makers, the World Cup represents “a strategic opportunity for brands to influence consumption habits and expand their presence among fans.”
Influencers: a decisive factor
The study confirms the importance of content creators:
- 53% consider buying products recommended by influencers.
- 45% feel greater affinity for brands that sponsor them.
The profiles with the greatest credibility are:
- Former athletes and coaches (31%)
- Sports journalists (19%)
- Native digital creators (15%)
- Comedians (14%)
Favorite formats:
- Comments during broadcasts (30%)
- Lives before and after matches (23%)
- Technical analysis (14%)
Among the most influential names are Neymar (31%), Neto (21%), and Tiago Leifert (14%).
Tags: Brazil, Mundial 2026, Brasil World Cup 2026, 2026 World Cup betting volume, Data-Makers, Resenha Digital Club