Betting Firms Spend R$422 Million on São Paulo Outdoor Advertising
Brazil.- 11 August 2026 | www.zonadeazar.com Sports betting and online gaming companies invested R$422 million in outdoor advertising across São Paulo between January 2025 and June 2026, placing the sector among the city’s largest advertising categories.
The increase in expenditure comes as municipal authorities consider proposals that would restrict betting advertising across public spaces.
News Details
The level of investment made betting the sixth-largest outdoor advertising category among 184 sectors analysed in São Paulo.
The period began in January 2025, coinciding with the launch of Brazil’s federally regulated fixed-odds betting market.
Betting ranked behind only major advertising segments including telecommunications, cards and payment methods, alcoholic beverages and large retail chains.
Outdoor or OOH advertising encompasses formats including billboards, digital displays, street furniture, bus stops, lifts and public transport.
Industry Context
São Paulo City Council is currently considering legislation that would prohibit betting-company advertising across several types of public space.
The municipal executive is preparing a substitute proposal consolidating Bills 553/2025, 560/2025 and 564/2025.
The measure would restrict advertising in sports stadiums, buses, bus stops, lift screens, the metro system, bus terminals and digital clocks installed on public roads.
The proposal provides for a R$50 fine per infringement. Repeat violations could result in licence suspensions of up to 30 days and a prohibition on holding sporting events within the municipality for as long as two years.
Revenue collected through penalties would be directed towards gambling-harm prevention and educational sport initiatives.
Industry Position
The National Association of Gaming and Lotteries (ANJL) has opposed the proposed restrictions.
The organisation argues that limiting advertising could reduce investment within the regulated market and affect an economic chain including street-furniture concessionaires, media companies, production businesses, agencies and service providers.
It also maintains that advertising from authorised operators performs an important informational function by helping customers distinguish platforms licensed by Brazil’s Ministry of Finance.
Next Steps or Impact
São Paulo Mayor Ricardo Nunes has indicated that he intends to approve the measure should it pass the city council.
The debate could significantly alter marketing strategies for betting operators in one of Brazil’s most important commercial markets.
A prohibition would require companies to reconsider the role of outdoor advertising within their media investments and could accelerate the movement of budgets towards digital channels, privately controlled media and other permitted forms of sponsorship.
Editó: @fonta
