Zona de Azar Brazil – Brazil: Globo, Banda and SBT Finalize Agreement to Launch Bets

Brazil.- August 6, 2024 www.zonadeazar.com Brazil’s three main television stations – Globo, SBT and Band – are preparing to launch their own sports betting platforms. This measure aims to enter the betting market, which generates around R$ 150 billion annually in the country. It’s an interesting strategy, considering that broadcast television audiences have faced challenges in recent years, with significant drops compared to previous decades.

TV Globo, for example, earns more than 10 billion reais a year from its open programming alone, and the Globo Group as a whole exceeds 14 billion reais in revenue, including other communication vehicles. Diversification in the betting market can be a way to increase revenue and adapt to changes in the media landscape.

Betting regulation and accreditation in Brazil

The new rules for online betting in Brazil will come into force from January 2025. The deadline to submit the necessary documentation is December of this year. Companies approved by the government will be able to use the “.bet.br” domain.

In the first quarter of this year, the Ministry of Finance received around 132 applications from companies interested in operating in Brazil, including major television conglomerates.

Band is negotiating partnerships with other betting platforms, working out details on participation and percentages. One of these possible alliances is with OpenBet, a platform with a strong presence in the United Kingdom, the United States and Canada, and with shares on the New York Stock Exchange.

The Silvio Santos Group has already shown interest in the market

On the other hand, Globo, which already controls the popular game Cartola FC, showed interest in accreditation through DFS Entretenimento, owner of Cartola FC. The goal is to launch its own sports betting platform once approved.

The SBT, belonging to the Silvio Santos Group, is advancing even further in its preparations. The company is just waiting for the regulations to be finalized to begin operations. Among the names listed to obtain the license are Baú Bet and Tele Sena Bet, both linked to Silvio Santos’ group.

Ricardo Bianco Rosada, founder of the consulting firm brmkt.co, highlighted the importance of two assets in large media groups: credibility and audience. Even with competition from digital platforms, television still maintains significant penetration. For these groups, sports betting operations offer an opportunity for business diversification and audience monetization.

Sports betting is growing in the country

Edson Lenzi, CEO of PayBrokers, highlighted the transformation of the sports betting market in Brazil with the entry of big players. He believes that the current regulation will bring more security and reliability for bettors.

Edit: @_fonta www.zonadeazar.com