Brazilian sports betting market surpasses R$ 1.4 Billion in advertising Investments for 2025
Brazilian sports betting market surpasses R$ 1.4 Billion in advertising Investments for 2025
The Brazilian sports betting market closed 2025 with advertising investments exceeding R$ 1.4 billion across open TV, pay TV, radio, and streaming platforms.
The data comes from the report “Bets Investments 2025 – Strategic Analysis of the Sports Betting Sector,” prepared by Brazilian Media Intelligence Platform Tunad.
The study examined the advertising investments of the sports betting sector between January and December of 2025, considering open TV, pay TV, and radio, monitoring over 150 channels and outlets in key markets.
The estimated investment is based on official price lists in the market, applying average discounts practiced by the sector.
According to the report three brands—BetMGM, Betano, and Betnacional—accounted for 62% of total investment in TV and radio, alternating in leadership throughout the year.
BetMGM increased its spending starting in April and dominated the second half of the year. Meanwhile, Betano recorded the highest monthly peak in the market in June. Betnacional adopted a more stable strategy, showing less volatility over the year.
Analysis of the annual investment curve reveals a variation linked to the sporting calendar. January registered the lowest volume of the year, with investments of R$ 66.7 million. The peak occurred in June, when the sector allocated R$ 164.5 million to advertising, a variation of almost 147% between the base and the top. This movement coincides with the decisive phases of national and international championships.
The strategy of companies in the sector prioritized continuity and a constant presence. Ricardo Monteiro, COO of Tunad, believes that market behaviour confirms a trend towards maturity. “We see, as expected, a strong and constant volume of investment from betting companies in traditional media, with little seasonality, following sporting championships, especially football, to ensure brand recall and conversion,” said Monteiro.
Open TV remained the main pillar of the betting strategy, accounting for about 85% of total investment throughout 2025.
Conversely, pay TV played a more specific role over the year, with greater variations in investments and a peak in December.
Radio, which had a stronger presence in the first half of the year, lost ground in the latter half, with a more pronounced decline starting in August.
