In 2025, sports betting companies in Brazil allocated R$1.44 billion towards advertising on open television, pay TV, and radio, according to a recent study by media intelligence firm Tunad. This expenditure reflects the strategic importance of traditional media channels for gambling operators seeking to enhance brand visibility in a competitive market. The dominance of open TV, capturing 85% of this advertising budget, underscores its role as a pivotal communication platform within the industry.
The advertising landscape for sports betting in Brazil last year was dominated by three major players: BetMGM, Betano, and Betnacional. These companies collectively accounted for 62% of the total spend on television and radio ads. BetMGM led the expenditure surge, particularly from April onwards, marking a significant increase during the latter half of the year. Meanwhile, Betano concentrated its spending in June, achieving the highest monthly investment recorded in the sector. Betnacional opted for a consistent investment approach, maintaining a steady presence throughout the year.
Advertising investments were closely aligned with the sports calendar, particularly major football events, as highlighted in the Tunad report. The lowest spending occurred in January at R$66.7 million, while the peak was in June, with an investment of R$164.5 million, reflecting a 146.7% increase. This trend demonstrates how live sports events drive betting companies’ advertising strategies.
The study also examined the media mix used by these companies, noting strategic shifts throughout the year. Open TV emerged as the primary focus, setting the overall spending tone for the industry. Conversely, pay TV showed greater volatility, peaking in December due to championship finals and year-end campaigns, making it a tactical choice. Radio saw more relevance in the first half of the year but experienced a significant 70% decline in the latter months, suggesting declining returns from this medium.
Beyond the top spenders, firms like Superbet and BandBet competed for mid-tier positions, with minimal differences in their advertising budgets during the second and third quarters of 2025. The analysis did not extensively cover investments in digital media, though it acknowledged platforms such as CazéTV as part of the overall media strategy.
Ricardo Monteiro, Chief Strategy Officer and Chief Operating Officer at Tunad, remarked that the observed advertising trends mirror industry expectations. He emphasized the importance of sustained investment in traditional media, especially in alignment with sports events, to maintain brand presence and competitiveness. Monteiro recommended that companies continue prioritizing open TV while reconsidering radio’s potential, which, despite low current engagement, could yield high returns for early adopters.
The structured nature of the advertising approach in 2025 suggests a shift from reactive campaigning to strategic consolidation within key media channels. This method aims at optimizing and efficiently utilizing resources to dominate core regions in the Brazilian market. As the industry progresses, operators are expected to refine their strategies further, potentially exploring underutilized channels such as radio, with the possibility of reshaping the advertising landscape in the future.
Looking ahead, the market is anticipated to continue evolving, with potential shifts in media utilization and spending patterns. Companies will likely assess their strategies to align with changing consumer behavior and media consumption trends, ensuring sustained competitiveness and market influence.
Sarah Thompson is a seasoned writer specializing in casino gaming and online gambling. With over a decade of experience in the industry, Sarah brings in-depth knowledge and a keen eye for detail to her work at CasinoNoDeposits.com. Her expertise lies in uncovering the latest no deposit bonuses and providing comprehensive reviews of online casinos. Passionate about helping players maximize their gaming experience, Sarah combines her analytical skills with a flair for engaging storytelling.
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