Bookmakers extend deals to TV channels and increase visibility
Bookmakers are becoming an essential element in the world sports market. Responsible for significant investments in contracts with teams and competitions, the platforms sponsor 17 of the 20 teams from the Serie A of Brasileirão, for example, and have commercial partnerships with all channels that show sports content in the country.
Most digital influencers who create football-focused content also have hits with bookmakers. This is a booming industry. The strong investment in social platforms promoted by these companies demonstrates the relevance of this sector in national football, which moves R$ 53 billion annually, according to a study by Ernst & Young Global Limited, in partnership with the Brazilian Football Confederation (CBF).
According to Jornal de Brasília, the intention of these groups is to impact sports fans, spreading the betting culture and reaching new players. According to Bruno Maia, a specialist in innovation and sports business, the new generation wants to know more about data and statistics, information characteristic of the betting market.
“The trend is for companies in this segment to connect more and more with media groups that have sport as an asset. Bets create micro-narratives and promote a particular and parallel experience during a football match. We are at a time when statistics have become entertainment, there is a generation that consumes the sport through games and that is intensely interested in the consumption of data. Certainly the partnerships between companies and TV broadcasters will generate new and important revenues for these media groups”, explained Maia.
These agreements between bookmakers and TV channels have the mission of popularizing the practice for the population. “I believe that the world of football and betting companies are great commercial allies. Although the activity is still a novelty in Brazil, the trend is that there will be a progressive popularization, especially after the regulation of the practice. We see a very promising future for the Brazilian market, we always seek to generate new experiences for the fans, with actions that bring us closer to the public”, explained Hans Scheiler, marketing director of Casa de Apostas.
Betting legislation in Brazil
Today, approximately 450 international bookmakers are on the domestic market without tax. All these brands are found outside Brazil because there is no regulation in force in the country. The discussion about creating a regulation is growing stronger in the political context.
In 2018, the national congress sanctioned law 13,756/18, responsible for creating the “fixed share” betting modality. But the rule is still not in accordance with the category and the regularization needs to be completed by the end of 2022.
“The sports betting market, when finally regulated in Brazil, will shake up the media and entertainment market, opening up several new business fronts. One of them could be the creation of betting platforms by companies that own TV channels. This has already happened abroad, where powerful sports channels have taken this step, such as Fox Bet and Sky Betting. In Brazil, Globo, for example, already has a fantasy game, Cartola, which I have always seen as an experiment for other businesses in the betting industry. There is still a lot of water to roll under this bridge”, said lawyer Eduardo Carlezzo, a specialist in sports law.
“The sports betting market, when finally regulated in Brazil, will shake up the media and entertainment market, opening up several new business fronts. One of them could be the creation of betting platforms by companies that own TV channels. This has already happened abroad, where powerful sports channels have taken this step, such as Fox Bet and Sky Betting. In Brazil, Globo, for example, already has a fantasy game, Cartola, which I have always seen as an experiment for other businesses in the betting industry. There is still a lot of water to roll under this bridge”, said lawyer Eduardo Carlezzo, a specialist in sports law.
In the view of professor Marcelo Palaia, a specialist in sports marketing, the possibility of developing betting portals linked to broadcasters exists, but it depends on regulation. “It is a market that will take off as soon as companies are legally operating in Brazil. The experience of watching a game and betting at the same time is very attractive, you can do it with a click or two on your cell phone”, he said.
“In addition, we have a massive population, passionate about football, tournaments with a high level of competition, these factors make investment in Brazilian football opportune for companies in the segment. It will be increasingly common for companies to create new football activation strategies, in partnership with clubs and TV stations”, concluded Palaia.
Brazilian market data
The space for new marketing actions is huge and there is a market perspective that regulation will take place soon. Therefore, this connection between the media and bookmakers arises from the investments in media made by the groups, which seek to attract the attention of Brazilian sports fans.
Fundação Getúlio Vargas estimates that this market can generate up to R$ 10 billion per year. “Bets are big investors in media, and TV broadcasters are getting closer to this segment. In the last three years, we have noticed a great movement of everyone preparing for regulation, it is a great opportunity for the national market to develop in several aspects, I am hoping for this to happen”, reinforced Salviano.
Therefore, regularization should bring several benefits and leverage the betting industry in the country. As it has a population passionate about football, the trend is for media companies to close deals with bookmakers, with the chance to launch their own platforms, as has already happened in other parts of the world.
In addition to media groups, teams, influencers and tournaments, they should also continue to receive investments from brands, which see football as a powerful ally in an attempt to popularize and attract new players.
