Brazil Considers Allowing Athletes To Retain Betting-Related Image Revenues

Brazil.– February 04, 2026 – www.zonadeazar.com Brazil is debating a legislative proposal that would allow athletes to retain a share of the revenues generated from the use of their image in sports betting agreements within the regulated market.

Overview

Brazil’s ongoing discussion around sports betting regulation has introduced a new dimension focused on athletes’ image rights. Lawmakers are considering a proposal that would enable athletes to keep up to 50 % of the income derived from the commercial use of their image in betting-related partnerships.

The initiative comes as Brazil continues to consolidate its regulated betting framework, with advertising, integrity and responsible gaming remaining key areas of public scrutiny.

Details / Context

The proposal aims to recognise the central role athletes play in promoting betting brands by granting them a direct share of the revenues generated through image-based agreements. If approved, athletes would gain greater negotiating power and more balanced commercial terms in such partnerships.

The discussion also highlights the importance of establishing clear contractual rules to ensure transparency, regulatory compliance and alignment with sports integrity principles.

Strategic focus

The relationship between athletes and betting operators has been widely debated in regulated markets, particularly regarding media exposure, public influence and potential conflicts of interest.

In Brazil, this debate unfolds alongside increased scrutiny of gambling advertising, the protection of vulnerable audiences and the long-term sustainability of the betting ecosystem.

Future outlook

Should the proposal advance, it could significantly reshape commercial relationships between athletes, clubs and betting operators in Brazil. The outcome may also serve as a reference point for other jurisdictions in Latin America monitoring Brazil’s regulatory evolution.

🔗 Edited by: @_fonta www.zonadeazar.com