Massive investments in traditional media
Sports betting companies in Brazil have allocated an impressive amount of R$1.44 billion to advertising throughout 2025. This investment is being directed to open TV, pay TV and radio, as revealed by a study released by Tunad. The survey highlights that open television is the main communication channel for these companies, absorbing around 85% of the total invested. This strategic choice is due to the broad reach that open TV provides, consolidating itself as the structural base of reach for the sports betting sector.
The report titled ‘Bets Investments 2025 – Strategic Analysis of the Sports Betting Sector’ details how free-to-air TV has become the central pillar for betting companies’ advertising campaigns. The choice to use this method is not random, but rather a calculated decision to maximize visibility and brand recall, especially during large sporting events.
Leadership and distinct strategies
Among the companies that invested the most in advertising, BetMGM, Betano and Betnacional stand out, representing around 62% of total investments in TV and radio. Each of these companies adopted different strategies throughout the year to maximize the impact of their campaigns.
BetMGM, which led the investment ranking, intensified its advertising actions from April onwards, dominating the second half of the year with aggressive and well-planned campaigns. On the other hand, Betano concentrated its efforts in June, recording the highest monthly investment peak, aligning its actions with high-audience sporting events. Betnacional, in turn, opted for a more stable approach, maintaining a constant level of investment throughout the year, which guaranteed a continuous and solid presence in the market.
Seasonal variations and impact on the market
Tunad’s study also reveals significant variations in investments throughout the year, directly influenced by the sporting calendar. January was the month with the lowest investment volume, totaling R$66.7 million. In contrast, June was the month with the highest investment, with R$164.5 million, reflecting an increase of 146.7% compared to the beginning of the year. This peak coincides with the decisive phases of national and international championships, showing how betting companies align their advertising strategies with highly relevant sporting events.
Analysis of investment behavior throughout the year demonstrates how betting companies are increasingly in sync with the sporting calendar, adjusting their campaigns to maximize exposure during peak viewing moments. This approach not only increases the visibility of brands, but also reinforces competitiveness in the market.
The role of pay TV and radio
Although open TV received the majority of investment, pay TV also played an important role, especially in December, when it reached its peak investment point. This period coincides with championship finals and season-ending campaigns, making pay TV a valuable tactical medium for betting companies.
THE radioon the other hand, showed greater relevance in the first half of the year, but suffered a significant reduction of approximately 70% in the second half of the year. This drop suggests a change in the prioritization of communication channels, with betting companies opting for means with greater reach and immediate measurement. Despite this, radio can still represent a strategic opportunity, especially for those seeking a high return on investment (ROI) in a less saturated channel.
Competition and future planning
In addition to the market leaders, other companies such as Superbet and BandBet also actively participated in the competition for advertising space, with marginal differences in the annual total. This competition intensified mainly between the second and third quarters of 2025, highlighting the competitive dynamics of the sector.
Ricardo Monteiro, CSO and COO of Tunad, notes that the investment pattern reflects an expected strategy, with a constant focus on traditional media and low seasonality. He recommends maintaining a presence on open TV and suggests a review of the use of radio, which can offer a high return for those who enter first.
The report concludes that the sports betting sector in Brazil is moving towards more structured planning focused on predictability. Instead of opportunistic actions, companies are seeking to consolidate their dominance in the media territory, ensuring a constant and competitive presence throughout the year.
Strong and constant investment in traditional media, with low seasonality, following sports championships — especially football — as a way of sustaining brand awareness and competitiveness throughout the year.
Source: Tunad.io
Fonte: Gaming365 – Brasil
