Brazilian consumers show increasing acceptance of sports betting advertising, according to a recent study conducted by Agência Virta and the Instituto QualiBest. The survey, which gathered input from 824 individuals across all 26 Brazilian states and the Federal District, highlights contrasting views on the influences of betting advertisements and sponsorships.
Out of those surveyed, 40% regard the advertisements from betting companies as positive, favorable, and necessary to the sporting events they sponsor. Interestingly, 30% of the respondents do not believe these companies bring about any negative repercussions for sports, albeit with 20% expressing concerns over the potential harm associated with betting to the integrity of the game.
The rise of digital platforms has transformed how betting companies connect with their audiences. The study revealed social media as the principal source of information for at least 55% of respondents, who primarily use platforms like Instagram, YouTube, Facebook, and TikTok for insights related to sports betting. Other significant sources include friends and acquaintances (35%), online advertisements (31%), and traditional media such as radio and television (24%).
Respondents emphasized the importance of clarity and transparency, with 58% indicating clear communication as the most valued aspect of the advertising from betting companies. Yet, it raises questions about the responsibility these companies have when attracting and informing prospective bettors.
The study also analyzed preferences among betting platforms. According to the findings, the most favored sites among those surveyed include Betano (40%), which is heavily invested as the sponsor of key Brazilian football events, Bet365 (33%), one of the country's premier betting platforms, and Esporte da Sorte (21%), which has taken on major sponsorships including with team Corinthians. Primary factors influencing these selections are the speed of payments and withdrawals (cited by 38% of respondents), alongside the security of users' data and operations regulated under Brazilian law (31%).
Despite the positive reception from much of the public, concerns linger. Notably, 72% of those surveyed cited potential financial gain as their leading motivation for betting. This significant figure raises alarms among responsible gambling advocates, who stress the importance of separating gambling from solely profit-driven motives.
Recognizing these concerns, the Instituto Brasileiro de Jogo Responsável (IBJR) has also initiated efforts to promote responsible gambling practices within the industry. Last November, they launched the campaign titled “Pra Jogar Tem Que Ter Regra” (To Play, There Has to be Rules), aimed at reinforcing the importance of regulation and ethical conduct among stakeholders within the Brazilian betting ecosystem. This initiative seeks to underline the contributions of responsible betting to the economy and the sports industry, highlighting the need for sustainable and enjoyable gambling experiences.
While much of the public appears to embrace the presence of betting advertisements within sports events, the data suggest these companies face mixed perceptions. The balance between entertainment and responsible gambling remains delicate, where the emphasis is increasingly on ensuring clarity and ethical advertisement practices.
Looking forward, it will be imperative for both betting companies and regulatory bodies to continue fostering communication and education around responsible gambling. This proactive stance could not only secure public trust but also create a more sustainable environment for the growing betting market as Brazil advances toward potential full regulation.