Betano leads advertising investments among betting companies in Brazil.
A survey by the media intelligence and brand engagement company, Tunad, indicates that the main platforms in the sector allocated R$ 327,2 million to advertising between January 1st and March 31st, 2026, considering ten of the largest brands operating in the country.
The study analyzed players such as Betano, Superbet, Bet do Milhão, Betnacional, Bet365, BetMGM, Novibet, Esportes da Sorte, BetBoom, and BETesporte, cross-referencing investment data with consumer interest indicators, such as online search volume.
In total, 167 million searches were recorded during the period, a 22% increase compared to the previous quarter, reinforcing the growth in demand and the role of advertising in brand building in this segment. According to Tunad, Betano leads the investment ranking with R$ 57,9 million (17,7% of the total), followed by Superbet (R$ 40,5 million) and Bet do Milhão (R$ 38,1 million). Betnacional and Bet365 appear next, consolidating a fairly balanced top 5.
Analysis by media outlet reveals a strong concentration in free-to-air television, with TV Globo holding the absolute lead, capturing 59% of all advertising revenue in the segment. SBT follows with 22%, while TV Bandeirantes, TV Record, and ESPN share smaller portions.
"The scenario points to a strong concentration on sports content, although there is a strategic opportunity to redistribute investments towards brand loyalty with the potential for better cost-benefit and less saturation," explains the Tunad spokesperson.
By cross-referencing investment with search volume, the study highlights two clear patterns:
⇒ Betano leads in scale and maintains high efficiency, reaching over 5 searches for every R$1 invested in January;
Bet365 has established itself as one of the leading examples of creative efficiency, followed by BetNacional, maintaining consistent performance over the three months despite lower investments among the leaders.
On the other hand, brands like BetMGM and Bet do Milhão are performing below average in generating interest, indicating a need to review their strategy.
According to Tunad, the data shows that the sports betting market in Brazil is entering a new phase, less driven solely by volume and more focused on efficiency, creativity, and channel mix. “The sector's dynamics are evolving rapidly. Investment remains high, but the competitive advantage is now the ability to transform media into genuine consumer interest,” points out Ricardo Monteiro, COO of Tunad.
To access the study, simply click on: https://bit.ly/4cbsQJb.
