Global sports betting market expands as betting firms dominate Brazilian football sponsorships

The global sports betting and iGaming market is experiencing rapid expansion. According to the Sports Business Journal, the sector has nearly doubled since 2018, reaching a volume of $100 billion in 2024, with projections to hit $190 billion by 2030. In the United States, post-legalization governance has driven investments in technology, data analytics, and compliance, attracting interest from media groups and international funds. Meanwhile, the United Kingdom is reviewing iGaming taxation to maintain sector competitiveness.

In Brazil, betting companies have become central to football economics. Currently, 65% of master sponsorships in the Brazilian Serie A are held by betting firms, with 13 of the 20 teams featuring a betting brand on their primary jersey space. This shift has significantly increased the value of commercial assets; total master sponsorship revenue rose from R$ 496 million in 2023 to an estimated R$ 1.117 billion in 2025, a 125% increase in two years. While this provides vital revenue for clubs, it has also inflated contract costs, making it more difficult for traditional sectors like banking and retail to compete for premium advertising spaces.