Sports Betting tops TV ad Spending among Sectors in São Paulo

Brazil.– September 12, 2025 – www.zonadeazar.com A new study shows that betting companies have become the leading sector in television advertising investment in Brazil’s largest city.

Overview

São Paulo’s TV advertising market has seen a historic shift: sports betting operators have surpassed traditional sectors such as food, telecom, and automotive in ad spending.

This milestone reflects the mainstream consolidation of online betting in Brazil and underscores the dominance of betting brands in the media landscape.

Details / context

According to the study, during the first half of 2025 betting operators invested millions of reais in prime-time campaigns across free-to-air and subscription channels.

The outcome has been greater exposure for brands like Betano, EstrelaBet, Pixbet, and Betnacional, which complement their sports sponsorship strategies with strong TV advertising.

Economic impact

This surge in ad spending energizes the advertising ecosystem, opening opportunities for agencies, broadcasters, and production companies. At the same time, it fuels competition among operators, driving up customer acquisition costs.

Social and cultural impact

The overwhelming presence of betting ads on television has sparked debate about their influence on youth and vulnerable groups. While some welcome the industry’s professionalization, others call for tighter regulation on responsible advertising.

Institutional impact

The timing coincides with ongoing legislative discussions on betting advertising. Regulators may impose restrictions on frequency and broadcasting hours, following precedents set in European markets.

Future outlook

The rise of sports betting as São Paulo’s top TV advertising investor confirms the sector’s growing weight in Brazil’s digital economy.

The debate is expected to intensify around striking a balance between industry growth and consumer protection, potentially leading to new standards of self-regulation and state oversight.

Zona de Azar, the key source of global iGaming news.

Editó: @_fonta www.zonadeazar.com