Sports betting: excessive advertising at the 2026 World Cup could generate an 'image crisis'.

The excessive advertising of sports betting during the 2026 World Cup is generating an image crisis within the companies themselves. Monitoring reports from operators indicate that aggressive campaigns during game broadcasts have turned sponsorships into public rejection—the opposite of the expected effect.

According to reporting by Guilherme Amado's column on AmadoMundo , the phenomenon exposed a tension within brand image committees: the financial volume raised during the World Cup coexists with indicators of deteriorating reputational damage in the sector.

The mechanism behind the problem is the so-called "super-odds": combinations of prize multipliers based on the probability of specific plays happening on the field. To increase registrations while games were in progress, operators saturated television and digital platforms with this type of advertisement. The result, recorded in the betting companies' own internal reports, was audience exhaustion due to the quantity and style of the ads broadcast.

Internal indicators go beyond a decline in positive reception of the advertisements. Analyses by the operators point to a growing perception that sponsorship contracts signed for the World Cup are becoming a source of antipathy for the brands. The survey is partial; it reflects the performance of the campaigns up to the time of publication, with the competition still underway.