Brazil's 2026 World Cup: Biggest sports betting boom ever
New studies indicate that the 2026 World Cup will not only mobilize the country known for its passion for football but will also trigger the highest volume of sports betting ever recorded in Brazil. Two reports, O Brasileiro e a Copa and A Resenha na Copa, prepared by Data-Makers together with Resenha Digital Clube, reach a strong conclusion: Brazilians will bet more than ever.
The data marking the trend is clear: 62% of Brazilians plan to increase their betting activity during the World Cup, a historic figure that far exceeds the behavior observed in previous tournaments. Added to this is a phenomenon that redefines the fan experience: 38% bet from their cell phones while watching the matches, consolidating live betting as the dominant mode.
Hyperconnected fans: two or more screens during the match
The 2026 World Cup will be the most multitasking event in the country’s history. More than half of those surveyed say they will use two or more screens during the games, and 12% will follow the matches exclusively on their mobile phones. The combination of television + cell phone will be the rule: 38% watch the games on TV while using their phone to bet, check statistics, and consult real-time information.
For operators, this opens a strategic opportunity: data integrations, instant offers, and products that accompany the match second by second.
Television leads, social media on the rise
Despite strong digitalization, free-to-air TV (85%) remains the main gateway to the tournament. However, the audience expands with Instagram, YouTube, news sites, and TikTok, creating an ideal ecosystem for multichannel campaigns by betting companies.
The interest in betting not only grows: it diversifies. 42% plan to bet specifically during the World Cup, and more than half will do so with low amounts, showing a massive base of occasional bettors. The main motivations are promotions (34%) and better odds (30%), which anticipates fierce competition among operators to attract and retain players.
Additionally, 71% of Brazilians expect to increase their overall spending during the tournament, strengthening the scenario for brands that integrate betting with interactive content, personalized experiences, and real-time rewards.
Influencers: the direct bridge between fans and brands
Influencer marketing will be decisive in 2026.
- 53% of fans are willing to buy products recommended by content creators.
- 45% value brands more that sponsor their digital role models.
Former footballers, commentators, and figures like Neymar, Neto, and Tiago Leifert shape the conversation around football and, by extension, betting.
For the sector, this implies an immediate adjustment in its acquisition strategy: live broadcasts, real-time commentary, integrations with creators, and native activations focused on engagement will be the heart of betting marketing during the World Cup.
Tags: Brazil, World Cup 2026, 2026 World Cup, World Cup betting, 2026 World Cup betting