Brazil’s sports betting market closed 2025 with advertising investments exceeding BR1.4bn.
The investment went across open TV, pay TV, radio and streaming platforms, underscoring how visibility has become a central battleground in the country’s sector.
The figures come from the report “Bets Investments 2025 – Strategic Analysis of the Sports Betting Sector,” produced by Tunad, which analyzed advertising spend between January and December 2025 in the country.
The study monitored more than 150 television channels and radio stations across Brazil’s main media markets, using official rate cards adjusted for average market discounts.
Three brands dominated the year’s advertising spend.
BetMGM, Betano and Betnacional together accounted for 62% of all investment in TV and radio, frequently alternating leadership positions throughout the year.
BetMGM accelerated its media spend from April onward and emerged as the clear leader in the second half of 2025.
Betano recorded the highest single-month investment peak in June, while Betnacional followed a more consistent strategy, maintaining steady investment levels with lower volatility.
Below the top tier, operators such as Superbet and Bandbet competed closely in the mid-range, with marginal differences in spend, particularly between the second and third quarters.
January registered the lowest monthly volume at BR66.7m, while June marked the peak, reaching BR164.5m, a nearly 147% increase between the lowest and highest months.
The surge coincided with decisive stages of major domestic and international football competitions.
Sportingbet and Betano are currently on the run for Santos FC’s main sponsorship
