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Globo considers barring betting sponsorships from Big Brother Brasil in 2027

Deals & M&A

Globo is considering prohibiting betting-company sponsorships on Big Brother Brasil from its edition planned for January 2027, reportedly as part of a proposed advertising manual still under review. Globo said its advertising follows Brazilian law, regulatory rules and internal commercial guidance. The article also reports that the Ministry of Justice raised the programme’s age classification after betting sponsorship and promotional content appeared in the previous season.

A sponsorship prohibition could remove Big Brother Brasil exposure for betting companies, while the proposed advertising manual remains under review.

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Regulation

Brazilian broadcasters challenge betting ban as TV advertising falls 34.5%

Brazilian betting operators invested R$ 2.12 billion in free-to-air and pay television advertising from January 2025 to June 2026, according to media-intelligence firm Tunad’s figures cited in the report. In comparable 39-day post-World Cup periods, spending fell 34.5%, from R$ 234.2 million to R$ 153.5 million. Broadcasters’ association Abert asked the Supreme Federal Court to suspend the ban’s effects; the court had not responded.

Brazilian betting operators spent R$2.12bn on free-to-air and pay television advertising between January 2025 and June 2026, according to media-intelligence company Tunad. The figures were published in October, the report said. Operators spent R$542.4m on free-to-air television between January and August 2026, the data showed. Betting led the ranking of advertisers in the medium in five of the eight months analysed. Streaming services ranked second, with investment about R$100m lower.

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