Brazil's sports betting ads exceeded US$260M, boosting free-to-air TV
The sports betting industry in Brazil consolidated in 2025 one of its main growth drivers beyond the product: advertising investment. Throughout the year, betting companies allocated more than US$260 million to campaigns in traditional media and audiovisual platforms, strengthening their presence in an increasingly competitive and regulated market.
According to the Investimentos Bets 2025 report, prepared by the consultancy Tunad, the total expenditure exceeded R$1.44 billion and was mostly concentrated on free-to-air television. This medium absorbed about 85 percent of the entire investment, confirming itself as the channel with the greatest reach and visibility for brands in the sector.
Football, the axis of the advertising calendar
The analysis shows that the advertising schedule closely followed the football calendar. Months with less sporting activity coincided with lower levels of investment, while peaks were recorded during decisive stages of local and international tournaments.
January was the most moderate month of the year, with an investment close to R$66.7 million. At the opposite extreme, June marked the annual record with more than R$164 million, driven by the conclusion of the major European leagues and the start of the Club World Cup. December also showed a significant rebound, leveraged by the conclusions of the Brasileirão, the Copa de Brasil, and international competitions.
High concentration among few brands
The allocation of the advertising budget revealed a market dominated by a small group of operators. BetMGM, Betano, and Betnacional together concentrated 62 percent of all investment made in radio and television during 2025.
Each adopted different approaches. Betano bet on high-impact campaigns at key moments of the year, BetMGM intensified its presence from the second quarter onwards, and Betnacional maintained a more stable strategy, with sustained investments month by month. Behind this leading group, Superbet and BandBet competed for intermediate positions, especially between the second and third quarters.
Evolution of the media mix
Although free-to-air television consolidated as the main platform, other channels showed disparate behaviors. Pay television was used sporadically, mainly during finals and high-rating sporting events. In contrast, radio lost prominence markedly, with a drop close to 70 percent in investment during the second half of the year.
Tunad interprets these data as a sign of maturity in the sports betting advertising market, where brands prioritize predictability, massive reach, and control of strategic spaces. Even so, the consultancy points out that the lower saturation on radio could open return opportunities for operators willing to diversify their media mix again.
The 2025 balance makes it clear that advertising has become a central factor for the consolidation of sports betting in Brazil, with free-to-air television as the epicenter of an increasingly intense competition for public attention.
Tags: Brasil, Brazil betting advertising, advertising investment in betting Brazil, Tunad advertising report, Tunad Brasil 2025