Under attack from retail investors, betting companies will invest R$ 2 billion in football in 2025.
Betting companies will invest R$ 2 billion next year in sponsorship and advertising rights for football, signaling an intensification of the rivalry with retail chains, which have been losing this competition due to the high costs charged after the entry of betting companies, reports the Painel column of Folha de S.Paulo.
Data from ANJL (National Association of Games and Lotteries), which brings together 21 companies in the sector, shows that, in 2025, the amount will be invested in clubs, federations, broadcasts and advertising in general.
The competition has generated a reaction from the retail sector against betting in various arenas, such as the courts and the recently established Parliamentary Commission of Inquiry in the Senate, due to the loss of sponsorship and advertising revenue in football.
In television broadcasts, the flagship of the Brazilian Championship, the naming rights passed, after six years, from the wholesaler Assaí to Betano.
The investments planned by the betting companies in each segment show the size of the interests involved. These will total R$ 320 million in free-to-air TV and R$ 150 million in pay TV; R$ 100 million in digital media and R$ 35 million in radio.
Football clubs, which have aligned themselves in defense of maintaining the legislation that allows betting, will receive R$ 600 million, and the federations, another R$ 160 million. Spending on stadium advertising boards will exceed R$ 790 million.
The main entity of Brazilian retail, the CNC (National Confederation of Commerce), filed a lawsuit in the Supreme Court to declare the betting law unconstitutional. This week, representatives of the sector launched an attack against betting companies in a hearing at the Supreme Court.
