Zona de Azar Brasil – The Implications of X’s Ban in Brazil for Sports Marketing

Brazil.- September 11, 2024 www.zonadeazar.com The ban on X, formerly known as Twitter, is having a significant impact on various industries. Sports are no exception, as clubs have lost a vital platform for interacting with fans and distributing news.

Other areas of the sports industry are also being affected. This includes sports betting companies and affiliate marketing firms that serve both sectors. Some of these companies have a pessimistic view of the situation and believe it’s not unlikely that similar measures will be taken in other countries.

“We will see governments becoming increasingly restrictive with communication platforms, and platforms becoming more restrictive with sectors like online gaming and sports betting,” said Carlos Sánchez, CEO of TipsterChat, during a speech at SBC Digital Affiliate Marketing Day on the 4th.

It’s worth noting that the social network was suspended in Brazil and subsequently banned as a result of a long-standing dispute between Alexandre de Moraes, minister of the Supreme Federal Court (STF), and South African entrepreneur and owner of X, Elon Musk.

About X in Brazil

X was banned after failing to meet the deadline to appoint a legal representative in Brazil. The agency confirmed the decision, meaning that Brazilians can no longer access the platform in the country.

The decision has sparked a public debate both within and outside Brazil, with Musk and other figures calling it an attack on freedom of expression. This view is shared by some in the sports affiliate space.

Those involved in betting have a number of concerns due to the ban. Firstly, X provided an important opportunity for interaction between betting companies and the sports ecosystem.

Secondly, the ban comes ahead of the sports betting regulation in Brazil, which takes effect on January 1, 2025. Many operators have been preparing extensively for this, applying for national licenses and forming partnerships in the sports field and with renowned influencers—many of whom have an active presence on X.

Given this context, representatives at SBC Digital Affiliate Marketing Day highlighted that influencers can play a crucial role in informing bettors about responsible gaming standards and tools, as well as integrity and sports protection measures.

These are key requirements in the regulation of sports betting in Brazil. With this in mind, the country recently appointed Giovanni Rocco Neto as the first National Secretary of Sports Betting and Economic Development of Sports.

Edited by: @_fonta www.zonadeazar.com