Superbet has outlined its 2026 FIFA World Cup activation plans for Brazil and the United States, with 35% of the operator’s annual investment set to be concentrated across June and July.
The strategy comes as licensed betting operators in Brazil increase marketing activity around major sports properties, while also operating under tighter regulatory scrutiny following the launch of the country’s regulated fixed-odds betting market in 2025.
Superbet’s campaign is built around “Pass the Ball,” a product and communications concept focused on group-based experiences. It sits under the operator’s broader “You Feel When It’s Super” platform, which has also been used in its Brazil-facing campaigns.
Superbet Brazil Marketing Director, Patrícia Prates, said: “We want to encourage a first group activity, not a solitary experience. We identified an opportunity to attract those seeking their first experience with more safety and interaction.”
The operator is one of the sponsors of TV Globo’s World Cup coverage, giving it visibility during match broadcasts and related programming including Jornal Nacional, Fantástico, Globo Esporte and Esporte Espetacular.
The agreement also covers digital content across ge.globo and Globoplay, including a “Minuto Superbet” segment focused on statistics and match context.
Superbet will also sponsor broadcasts on Radio Mix and develop content projects with Romário TV and Podpah.
The operator’s live activation plans include naming rights for Arena Brasileira in São Paulo and Village Superbet in Rio de Janeiro, which will host broadcasts, shows, activations and content production.
In the United States, Superbet will participate in Kwai Arenas in Miami and New York, two cities expected to draw large Brazilian fan audiences during the tournament.
The campaign also includes films featuring former Brazil players Cafu, Renato Gaúcho, Túlio Maravilha and Zinho, alongside influencer-led street activations and real-time content using platform data.
The push comes after Brazil’s betting sector generated R$327.2m ($66m) in advertising investment during Q1 2026, with Superbet ranked as the second-largest advertiser in the segment at R$40.5m.
Prates added: “The World Cup presents a significant communication challenge because it expands contact with new audiences who are not yet familiar with the sector.”
Superbet has also said it will produce responsible gambling awareness content during the tournament. Its current tools include deposit limits, withdrawal limits, session alerts, temporary pauses and self-exclusion.
Earlier this month, Superbet became the first operator to launch on Brazil’s App Store after Apple updated its requirements for fixed-odds betting apps.
The 2026 FIFA World Cup will be staged across the United States, Canada and Mexico, with 48 teams taking part
