Brazil - TV Networks in Brazil to Launch Their Own Online Betting Sites - Gambling Platforms in Brazil

in #brasil • last month

After a flood of betting ads took over programming on major broadcast TV channels, the networks themselves are now preparing to enter the betting game. Casinobillionaire blog is studying the market and following all the improvements in terms of law and licensing.

Check our dedicated landing page about online gambling apps in Brazil:
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Under government regulations, online gambling platforms have until December to submit the necessary documents and register as betting operators. Three of Brazil's largest TV networks are planning to do just that.

Globo plans to leverage its popular fantasy football game, Cartola FC, to expand into betting on matches while SBT is likely to use one of Silvio Santos' existing companies to launch a betting platform, potentially under the name Baú Bet or Tele Sena Bet. Band TV is seeking partnerships with established betting companies, including those operating internationally.

Why does this matter?

Sports betting has become a favorite pastime in Brazil, generating around R$150 billion annually, which is about 1% of the country’s GDP.

Last year, betting sites raked in over R$50 billion—R$4 billion more than Brazil’s beef exports. In fact, one in three Brazilians has placed some type of online bet.

The Opportunity

By entering the betting market, TV networks aim to tap into new revenue streams, taking advantage of their large viewership and the trust they have built with their audiences.

Consider this: open TV in Brazil reaches over 100 million people daily. Many viewers might be more inclined to trust a betting site associated with a TV channel they’ve watched for years. Plus, these sites would benefit from heavy advertising during top-rated shows.

Band and Globo Eye Online Betting to Boost Revenue; SBT Considers Joining In

Online betting was legalized in Brazil in 2018 and got a legislative update at the end of 2023.

Online sports betting platforms have made a big move in the Brazilian market since being legalized under Michel Temer’s government. Currently, betting companies sponsor 7 out of the 10 biggest football clubs in the country.

Teams like Flamengo, São Paulo, Vasco, Cruzeiro, Fluminense, Santos, and Botafogo proudly display these brands on their official jerseys. After Vai de Bet exited from Corinthians due to a scandal, Pixbet became the biggest sponsor in Brazilian football, paying R$105 million for the Flamengo jersey deal.

Betting ads are also dominating broadcast TV. Networks like Globo, Record, SBT, Band, and RedeTV! are prime targets for these companies, with ads running on everything from Big Brother Brasil to Jornal Nacional, and from soap operas to talk shows.

The primary focus, naturally, is sports broadcasts. Companies like Betano, Superbet, Sportingbet, Esportes da Sorte, and Betsul are leading the charge. This surge in interest has caught the attention of several TV channels.

BandTV, for example, is gearing up to enter the online betting market, as reported by a local magazine earlier this week.

For the Saad family’s network, the deal is still in negotiations because Band wants an 80% share of the business, leaving 20% to a partnership with a renowned betting company. The sticking point is this percentage split. The betting companies involved are pushing for a 50-50 split, citing Band’s relatively low viewership and limited sports event coverage.

Despite the tug-of-war, the partnership is expected to materialize in the coming months. BandTV sees this as a significant opportunity to boost its revenue.

The network points to the success of shows like Jogo Aberto and Os Donos da Bola, which resonate with the target audience.

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