lotteries remain ahead, with 71.3 % of respondents indicating they play them.
This data signals more than a preference, it shows a shift in behaviour. Regulation offers a path to transform an informal, risky practice into something safe, responsible, and above all, legal. Unlike jogo do bicho, licensed betting has rules, oversight, tax contributions and consumer protections.
Public lotteries have long held a place of trust in Brazil. The Mega- Sena end-of-year pool, for example, is part of popular culture. But with the rise of regulated bets, that trust is being challenged. And that’ s no accident, betting operators are investing heavily.
The beautiful game
Football is the key driver of this connection. In 2025, 18 of the 20 Série A football clubs in Brazil have betting companies as their main sponsors. Only Mirassol and Red Bull Bragantino do not display betting brands on the front of their shirts, although Mirassol has a secondary deal with 7K. Combined, these deals represent nearly R $ 900 million in sponsorship revenue. Corinthians and Palmeiras lead the way with deals worth R $ 309 million and up to R $ 170
Licensed websites in Brazil received over five billion visits, an average of more than 650 clicks per second during the first three months of the year
90 % of clubs in Brazil’ s top division are sponsored by betting firms million per year, respectively.
The strategy to bet on football is not just about visibility. It reflects the habits of Brazilian bettors, who follow the sport closely and see it as part of their cultural identity. By sponsoring popular clubs, operators associate themselves with values like passion, tradition and belonging – powerful ingredients for building brand affinity in Brazil.
Sponsorship agreements with betting operators have increased by 25 % in just two years, rising from 12 to 18 clubs. It’ s a clear sign: the legal market is gaining strength, recognition and symbolic relevance. What was once viewed with suspicion is now competing for legitimacy with traditional forms of popular entertainment – and in some cases, winning.
It’ s encouraging to see that as licensed operators gain ground, the Brazilian government is also stepping up efforts against the illegal market. Over 12,000 domains have been blocked since regulation began. This effort benefits not only licensed brands but also bettors and the entire ecosystem surrounding the betting industry, from affiliates and ad agencies to service providers. The expansion of the legal market is a sign of maturity and shared opportunity. Another sign of opportunity is the entry of major national groups into the industry. With regulation in place, new operators have emerged tied to traditional Brazilian media networks: Bandbet( from Rede Bandeirantes), MGM Apostas( from TV Globo), and SBT-backed brands like Baú Bingo, Bet do Milhão, and Tele-Sena Bet. In short, Brazil is proving attractive to both international investors( witness Flutter’ s acquisition of Betfair / Betnacional) and heavyweight domestic players.
Looking ahead, the outlook is optimistic. Brazil stands out for its scale, its steadily advancing regulatory environment and a growing base of engaged consumers. With stronger brands, ongoing enforcement, and a more mature public conversation around responsible gambling, the country is laying the foundation for a competitive, transparent and sustainable sector.
It’ s time to bet on Brazil – with responsibility, transparency and confidence in the potential of a market that is finally playing by the rules.
ABOUT ME
Júlia Silva is a journalist with over five years of experience in producing content about sports and finance. For the past two years, she has been editor of Aposta Legal Brasil where she writes educational guides and news articles that help readers make smart betting decisions.
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