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Betting brands hold naming rights at fewer Brazilian state championships in 2026

Deals & M&A

A review of Brazilian state football championship sponsorships found betting brands had naming rights in two fewer competitions in 2026 than in 2025. Superbet’s presence fell from six championships to five, while BetNacional and 4play.bet ended sponsorships with the Pernambuco and Goiás state federations, respectively.

The change indicates reduced betting-brand presence in sponsorships across Brazil’s state football competitions.

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Regulation

Bets spent R$2.12bn on Brazilian TV before advertising ban, Tunad finds

Betting operators invested R$2.12bn in open and pay TV between January 2025 and June 2026, according to a Tunad media intelligence survey. From January to August 2026, operators spent R$542.4m on linear open TV alone and led advertiser rankings in five of eight months. Provisional Measure 1.394/2026, signed on 25 September, banned fixed-odds betting operations and advertising, with broadcasters given until 5 October to pull contracted spots.

Betting operators spent R$2.12bn on open and pay television between January 2025 and June 2026, according to a media intelligence survey by Tunad published on Wednesday 21 October and. From January to August 2026, operators spent R$542.4m on linear open TV alone and led the advertiser ranking in that medium in five of the eight months, the survey found.

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