Rodrigo Cambiaghi Analyzes the LATAM Market for Sportradar
Switzerland.- June 3 2026 www.zonadeazar.com In this exclusive interview with Zona de Azar, Rodrigo Cambiaghi, Senior Digital Advertising Sales Executive for Latin America at Sportradar, explains how the 2026 FIFA World Cup is expected to reshape operators’ marketing strategies.
From real-time data-driven personalization to strengthening the concept of always-on marketing, the executive reveals the paths to standing out in an increasingly competitive market.
1. Why does Sportradar believe the 2026 FIFA World Cup will be the biggest betting event in history?
Sportradar: The 2026 FIFA World Cup brings together all the elements to become the biggest betting event in history. It will be the largest edition of the tournament ever held, featuring 48 teams, 104 matches, and 39 days of competition, as well as being the first World Cup to be played across three countries.
Industry estimates indicate that the global betting volume during the tournament could reach $50 billion, surpassing the approximately $35 billion generated during the 2022 World Cup. This growth is driven by the expansion of regulated markets, the digitization of the sector, and the increased participation of casual bettors during major sporting events.
In Brazil, there will be an additional factor, as this will be the first World Cup with a regulated market in operation. For operators, the opportunity goes beyond increased betting volume. The major challenge will be to transform the attention generated by the tournament into lasting relationships with consumers.
2. What risks do operators face in a “hypersaturated” market during the 2026 World Cup?
Sportradar: The main risk is competing for the same audiences using very similar strategies. During the World Cup, marketing investments increase significantly and the battle for consumer attention intensifies.
In this scenario, simply investing more in media does not always yield better results. When multiple brands use similar messages, acquisition costs tend to rise and the ability to differentiate decreases. Therefore, operators that manage to build relevance, strengthen their brand, and create experiences more closely aligned with fans’ interests will be better positioned to stand out in a highly competitive environment, where consumer attention becomes one of the most sought-after assets of the tournament.
3. Why are generic promotions losing effectiveness in major international tournaments?
Sportradar: Promotions remain an important tool within operators’ marketing strategies, but consumer behavior is becoming increasingly sophisticated. Today, fans expect experiences that are more relevant, personalized, and aligned with the context of the competition.
At major events like the World Cup, public attention is influenced by what happens on the field and the stories that emerge throughout the tournament. A decisive match, an unexpected result, or the performance of a national team can quickly shift fans’ levels of interest and engagement.
That’s why we’re seeing an evolution in marketing strategies. The focus is shifting from just the offer to also include relevance, context, and timing. Operators who can connect their messaging to the moments that most engage fans tend to create more meaningful experiences for their users.
4. How can real-time behavioral data help personalize offers for bettors?
Sportradar: Real-time behavioral data helps operators understand not only who the user is, but also what is capturing their interest at every moment of the competition. During the World Cup, fans’ attention constantly shifts depending on the matches, results, and stories that emerge throughout the tournament.
By combining consumer navigation, interaction, and preference data with real-time sports information, it is possible to tailor recommendations, communications, and offers in a much more relevant way. Instead of treating the entire customer base the same way, operators can create experiences more aligned with each user’s profile and current situation.
This enables more contextualized and efficient communication, increasing the relevance of campaigns and improving the consumer experience throughout the entire World Cup journey.
5. What is the role of dynamic ads triggered by live events, such as goals or corner kicks?
Sportradar: Dynamic ads allow brands to keep pace with the emotional rhythm of the match. Events such as goals, corner kicks, red cards, or major shifts in the game often generate spikes in attention and engagement among fans.
By using these events as triggers to activate campaigns, operators can make their communication more contextualized and relevant. Instead of treating every moment of a game the same way, they begin to respond to the events that truly capture the audience’s interest and influence their behavior at that very moment.
This represents a significant shift in how sports marketing is executed. The focus shifts from merely where to advertise to also considering when to advertise. By connecting the message to the moment the fan is experiencing, brands can create more relevant experiences and increase the effectiveness of their campaigns.
6. How does the marketing strategy change when a tournament lasts 39 days and is constantly evolving?
Sportradar: A competition with 104 matches spread over 39 days generates far more engagement opportunities than any previous edition of the World Cup. Throughout the tournament, new stories emerge, favorites are eliminated, players take center stage, and fans’ interests constantly shift.
Therefore, the marketing strategy needs to be more flexible and adaptable. Initial planning remains important, but operators also need to monitor the competition’s progress to identify which narratives, teams, and moments are capturing fans’ attention at each stage of the tournament.
In a World Cup of this scale, success depends not only on being present, but on the ability to follow the fans’ conversation and adjust campaigns as new opportunities arise throughout the competition.
7. Why does the concept of “always-on marketing” become essential during the 2026 World Cup?
Sportradar: The concept of always-on marketing becomes essential because the World Cup is not a single event, but a sequence of 104 matches spread over 39 days. During this period, new stories emerge daily, fan behavior shifts, and different moments come to capture the public’s attention.
An always-on strategy allows operators to track these dynamics in real time, adjusting campaigns, messages, and investments as the tournament unfolds. Instead of relying on one-off actions or predefined campaigns, brands can react quickly to relevant events, such as unexpected results, standout performances, or decisive moments.
In such a competitive environment, maintaining a continuous and relevant presence is essential to capture fans’ attention during moments of peak engagement and transform that interest into long-term acquisition and retention.
8. What are the differences between launching global campaigns and adapting them to each Latin American market?
Sportradar: Although the World Cup is a global event, fans do not behave the same way across all markets. Each country has its own characteristics related to sports culture, media consumption habits, consumer profiles, and the maturity stage of the betting market.
A global strategy helps ensure consistency in positioning, but relevance is achieved locally. The themes that resonate with the Brazilian audience may differ from those that generate the most engagement in Mexico, Argentina, or Peru. Additionally, the performance of national teams throughout the tournament often directly influences fans’ interest and how they interact with content and campaigns.
In this context, the most effective campaigns are those that successfully combine a global vision with local adaptations. Data and technology enable the adjustment of messages, creative assets, and investments according to the behavior of each audience, making communication more relevant in each market.
9. How can operators optimize their advertising budgets in real time based on campaign performance?
Sportradar: Budget optimization depends on the ability to continuously measure campaign performance and direct investments toward the channels, audiences, and creatives that generate the best results.
During the World Cup, certain matches, teams, or storylines can generate much higher levels of interest than expected. An underdog team, a standout player, or even a historic qualification can create engagement opportunities throughout the tournament. Therefore, it is important for operators to maintain flexibility to adjust their investments as the competition unfolds.
Rather than simply increasing media volume, the most efficient operators are those that use performance data to make faster decisions and direct resources toward initiatives with the highest potential for return.
Edited by: @MaiaDigital www.zonadeazar.com
