The Brazilian Senate is moving forward with a legislative proposal that would amend the Sports Betting Law and impose a nationwide ban on gambling advertising. After approval by the Committee on Science and Technology (CCT), the bill is now set for evaluation by the Committee on Constitution and Justice (CCJ). For Brazil, this proposal marks a significant shift in legal approach to sports betting and gambling promotion.
If passed, the bill could have major financial consequences for Brazilian football, with top-tier clubs in Brazil potentially facing losses exceeding R$ 842 million.
Betting Sponsorship Dominates Brazilian Football
Sports betting brands currently dominate the commercial landscape of the Campeonato Brasileiro Série A, serving as principal jersey sponsors for roughly 60% of top-tier clubs. Brazil’s football industry is deeply influenced by these sponsorships.
Prominent partnerships include:
- Flamengo – Betano
- Fluminense & São Paulo FC – Superbet
- Palmeiras – SportingBet
- Corinthians – Esportes da Sorte
- Botafogo – Vbet
- Cruzeiro – Betnacional
- Atlético Mineiro – H2Bet
Other clubs such as Red Bull Bragantino, Chapecoense, Vitória, and Remo also maintain commercial ties with betting companies. A ban on advertising would immediately disrupt these agreements, forcing clubs to revise sponsorship strategies in an intensely competitive market.
Economic Warnings
Concerns over financial disruption are not new. In 2025, several dozen clubs signed a joint manifesto warning that a full advertising ban could result in annual losses of up to R$ 1.6 billion for the sports industry in Brazil.
Bernardo Cavalcanti Freire, legal advisor to the Associação Nacional de Jogos e Loterias (ANJL) and partner at gaming law firm Betlaw, emphasizes a targeted approach:
“The abusive advertising and, above all, the advertising conducted by clandestine companies should be repressed.”
A Ban Extending Beyond Jerseys
The proposed ban is comprehensive. It would restrict gambling promotion across:
- Television, radio, print, and social media
- Sports events, TV programs, and live broadcasts
- Pre-installed betting apps on smartphones, tablets, and smart TVs
The goal is to reduce consumer exposure and interaction with betting services.
Nickolas Tadeu Ribeiro de Campos, chairman at Ana Gaming, stresses the importance of balance:
“Clear and proportionate rules are essential to protect the public and to establish a transparent and sustainable market for all those involved.” Moreover, Brazil seeks to ensure a safe environment for its citizens through these regulations.
The Path Ahead
As the bill advances to the CCJ, Brazil faces a critical challenge: balancing consumer protection, market regulation, and the financial health of its most popular sport. How lawmakers navigate this tension will determine the future of betting sponsorship in Brazilian football.
