The combination of federal regulation of online betting and Riot Games’ change of stance, which began allowing such partnerships in League of Legends and Valorant in Latin America, paved the way for a new wave of contracts in the sector.
According to a survey conducted by Aposta Legal, among the agreements signed in 2025, the partnerships between FURIA and BetBoom and Vivo Keyd Stars and EstrelaBet stand out, as well as new investments from brands such as H2Bet, Esportes da Sorte, and Rivalry in teams like LOUD, paiN Gaming, and RED Canids.
In the case of FURIA, BetBoom signed a two-year contract and secured Gabriel “FalleN” Toledo as a brand ambassador. The partnership includes broadcasts of championships on the MadhouseTV channel, a project the organization collaborated with Podpah.
Vivo Keyd Stars saw EstrelaBet make a strong return to esports, investing in infrastructure, content, and technical support. The betting house has previously partnered with other teams, such as Los Grandes.
Imperial eSports went further by renaming itself “Gamdom Imperial,” incorporating the betting sponsor as a core brand element.
Another notable example is LOUD, which in July 2025 signed a master sponsorship deal with H2Bet, featuring influencer Victor “Coringa” as its ambassador.
The deal was described as the largest sponsorship in LOUD’s history, solidifying the return of betting houses to Brazilian eSports on a large scale.
Federal government changes rules for eSports
Contracts between betting houses and Brazilian teams reflect the new era in the sector.
With federal betting regulations in effect since January, licensed companies now have legal certainty to operate and invest.
Furthermore, Ordinance 125/2024, published in April by the Ministry of Sports, expanded the range of sports eligible for betting, including, for the first time, shooters such as Counter-Strike 2 and Valorant.
In the first six months after the change, the Brazilian market generated approximately R$287 billion in online bets, according to data from Aposta Legal Brasil.
eSports are the new favorite among bettors
According to a survey conducted by Aposta Legal, eSports are the second most popular sport among Brazilian bettors, behind only soccer.
Although soccer still leads by a landslide—being the choice of 73% of bettors—esports are gaining ground and are now the choice of 15% of the bettors surveyed. ESports are ahead of basketball, for example.
With regulation, legal certainty, and the opening of developers, Brazilian eSports are experiencing a new cycle of professionalization.
As a result, the amount invested in eSports betting sponsorships is expected to double by 2026, driven by new licenses, international leagues, and the rise of mobile gaming.
