SBC News Voice of the Sports Betting Industry
Brazil’s three biggest media firms of Globo, Band UOL, and SBT are reported to be eyeing options to launch online sports betting franchises.
The development follows the Secretariat of Prizes and Betting (SPA) completing the framework of technical ordinances required for the government of Brazil to launch a federal online gambling marketplace—commonly referred to as ‘Bets’.
The conclusion of final ordinances sees the government maintain its schedule to launch the Bets marketplace by 1 January 2025.
Globo, Brazil’s biggest media firm, controls Cartola FC and has shown interest in operating an online franchise, registering with the Betting Management System (SIGAP) for a federal licence.
Recent commercial developments saw Globo announce Betnacional as the new sponsor of Brazil Serie-A football broadcasts, involving agreements reported to be around BRL 240m (€38m). Additionally, Esportes da Sorte sponsored Copa Libertadores broadcasts in 2023. Brazilian business news sources report that Globo is considering a partnership with BetMGM.
Owned by South American media group Tele Sena, SBT was awaiting the publication of final ordinances to proceed with their plans. Potential partners for SBT include Baú Bet and Tele Sena Bet, and they are considering a partnership with Playtech and Galerabet.
Band UOL is negotiating partnerships, potentially with OpenBet, and is engaging with active operators in the country to request subsidies. Although no official statements have been made by the broadcasters, the Brazilian press considers the information credible and is closely monitoring developments.
At present, six operators have requested authorisation from the Betting Management System (SIGAP): Betano (Kaizen Gaming), Superbet, Rei do Pitaco, Sportingbet, Big Brazil, and Betnacional (including Mr. Jack Bet and Pagbet).
Market observers anticipate further moves from media companies and other South American entertainment Plcs as the Bets market shapes up in the coming months.
