Conmebol Uses Virtual Technology to Replace Betting Advertisements
Brazil.- 20 October 2026 | www.zonadeazar.com The South American Football Confederation (Conmebol) has introduced virtual advertising technology to replace betting operator advertisements during football broadcasts shown in Brazil.
The initiative follows the prohibition of online betting and related advertising under Provisional Measure 1,394/2026.
The system enables Brazilian viewers to see different advertising content from audiences in other countries without changing the physical advertising displayed inside stadiums.
First Deployment During the Copa Sudamericana
The technology was used on 13 October 2026, during the Copa Sudamericana match between Vasco da Gama and Boca Juniors in Buenos Aires.
While international broadcasts displayed Bwin advertisements on pitchside LED boards, Brazilian television feeds replaced them with institutional messages and promotions from other sponsors.
Brands featured in the Brazilian broadcasts included Amstel, Midea, Coca-Cola, DHL, EA Sports, TCL, Mercado Livre, Rexona and Powerade.
This approach enabled ESPN and SBT to adapt their coverage to Brazil’s advertising restrictions.
Conmebol Maintains Its Agreement With Entain
Conmebol has maintained a sponsorship agreement with Entain since 2023, the international gambling group behind brands including Bwin and Sportingbet.
Virtual advertising technology allows the organisation to preserve commercial exposure for its partners in other markets while adapting Brazilian broadcasts to the new regulatory environment.
Conmebol is expected to continue using this technology during Copa Libertadores and Copa Sudamericana fixtures played in Brazil.
The solution provides an alternative for sporting organisations managing international advertising agreements across jurisdictions with different legal requirements.
Boca Juniors and Shirt Sponsorships
One issue that remains subject to legal interpretation concerns betting brands appearing on the shirts of foreign football clubs.
During the match against Vasco da Gama, Boca Juniors retained the Betsson logo on its shirt.
The sponsorship agreement between the Argentine club and the company was concluded under Argentine law, where the brand is legally authorised to operate.
Consequently, Brazil’s prohibition does not necessarily require foreign clubs to remove sponsors from their uniforms.
Ahead of the return fixture scheduled for 20 October in Rio de Janeiro, Boca Juniors could retain its existing shirt sponsorship unless Brazilian authorities adopt a different interpretation of the regulations.
Next Steps and Impact
The introduction of virtual advertising enables Conmebol to adapt broadcasts to local restrictions without changing its international commercial agreements.
However, the presence of betting sponsors on foreign clubs’ shirts continues to raise legal questions.
For the gaming and sports marketing industries, this technology could become increasingly relevant for international competitions broadcast simultaneously across markets with different advertising regulations.
Editó: @fonta
