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Proposal Approved in Senate Bans Advertising of Sports Betting and Raises Alarm About Losses in Sponsorships and Revenues of Clubs.
The Science and Technology Committee (CCT) of the Senate approved on Wednesday (02/04/2026) the bill that prohibits advertising of sports betting and online games throughout the country.
The proposal amends the Sports Betting Law and also bans the promotion of bets related to election results.
The measure represents a new regulatory framework with the potential for a billion-dollar impact on the advertising market, sports clubs, digital platforms, and betting companies operating in Brazil.
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Direct Impact on the Advertising and Sports Market
The eventual national ban on advertising for betting affects one of the segments that has significantly increased media investments in recent years.
Betting companies have become master sponsors of football clubs, championships, and sports broadcasts.
With the restriction, sponsorship contracts, naming rights, and marketing actions may be reviewed or even canceled, affecting the recurring revenues of teams and sports leagues.
During the discussion, Senator Efraim Filho highlighted the concerns of clubs, especially in Olympic sports, that depend on these resources for funding operations and athletes.
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Substitute Consolidates Sector Proposals
The approved text is a substitute presented by the rapporteur, Senator Damares Alves, to PL 3,563/2024, authored by Senator Randolfe Rodrigues.
The report also incorporated points from PL 3,586/2024, from Senator Jorge Kajuru, which addresses the prohibition of electoral betting.
The strategy was to unify proposals and create a text with greater regulatory and political viability to advance in the upcoming committees.
Regulatory Pressure on Bets
In the report, the rapporteur argues that the accelerated expansion of the sector requires stricter commercial limits, citing debates from the Bets CPI and possible social effects of gambling addiction.
From an economic perspective, the bill expands the environment of regulatory insecurity for newly licensed betting operators in the country, who structured business plans with strong dependence on media and sports sponsorships.
Next Steps and Economic Effects
The proposal now goes to the Constitution and Justice Committee (CCJ). If it advances and is approved by Congress, the text may produce effects such as:
Reduction of advertising revenues in sports;
Review of sponsorship contracts;
Reconfiguration of the digital marketing of bets;
Impact on broadcasters and media platforms;
Redirecting investments in the sector.
Experts believe that the market will seek alternatives, such as institutional activations, proprietary content, and indirect partnerships—should the total ban be confirmed.
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