Betano is the highest rated brand among Brazilian sports homes by Brazilian soccer fans, when the sector becomes the main sponsor of the sport in Brazil. Owner of Naming Rights of the two main competitions in Brazil, the company was the first spontaneously cited by 12% of respondents in an exclusive survey by Infomoney conducted by TM20 Branding and Brazil Panels.
Sportingbet (7%), Betnational (5%), Lucky Sports (4%), Bet365 (4%), Superbet (3%) were the other companies mentioned in the sequence.
Betano’s position in the research coincides with surveys made by the company for domestic consumption, says the company’s country manager, Guilherme Augusto Figueiredo, to Infomoney. Greek -controlled betting operator Kaizen Gaming claims to have recently reached this level, much in the sport in the country since its arrival in 2020.
From 2021 to 2024, the brand printed the shirt of Atletico-MG and Fluminense, replaced by new bets for season 2025.
But it is with the Brazilian Football Confederation (CBF) that the business has recently established. Bet paid for the Naming Rights of the main tournaments organized by the Confederation: the second division of the Brazilian Championship, transformed into Betano series; the Brazil Cup; The Super Cup of Brazil; and the Crown Jewel, Series A.
“Although for a long time we have sponsored Fluminense and Atletico, we have sought to position ourselves as a sponsor of Brazilian football as a whole,” says Figueiredo.
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The strategy guarantees a broader brand exposure, with the burden of less powerful engagement compared to passionate football fans. “Club content talks to fewer people, but it is very deep. We clearly see a double engagement rate, sometimes almost triple of competitions.
The company does not rule out resume direct sponsorships to clubs, with whom it keeps constant conversations.
Strong money in football
In recent years, those took over the sponsorship of the most traditional sport in Brazil. The swollen marketing contracts led these companies to the main sponsorships of no less than 18 of the 20 teams of the Brazilian Championship.
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Although the research result marks the Betano leadership, the advantage is small for the standard of other industries. “This reflects a highly sprayed market, with top of mind respondents between more than 100 brands,” explains TM20 CEO Eduardo Tomiya.
“In more mature categories, the leading brand usually has a top of mind over 40%, which highlights the enormous potential for brands in this segment,” he says.
Respondents mentioned 124 different brands of betting houses spontaneously. For the regulation established for the sector, in force since the beginning of 2025, each CNPJ of – today there are 142 in Brazil.
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Since the so -called fixed quota bets were legalized in 2018, national and foreign representatives soon attacked the advertising market of football. On the eve of the regulation, between 2023 and 2024, a cycle of entries seeking, for values that exceed R $ 100 million annually.
“We have an internal opinion that the stabilization trend is eventually a fall, but it is not so black on white. “There are many brands that can come from Brazil and many large brands, globally, that will have the same problem,” he says.
The survey also calculated the brand’s brand strength based on the criterion of brand equitytaking into account stimulated knowledge, consideration in betting, prefers, trusts, recommends and does not reject. “All brands are evaluated against their competitors, resulting in an indicator that goes from 0 (weaker brand) to 100 (stronger brand),” explains Tomiya.
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According to the research criteria, Betano has a brand force of 97. It means that the company leads in almost all attributes of brand equity evaluated.
The research listened to 2,000 people from classes A, B, C, D and E between 6 and 20 February. The answers were captured virtually with respondents from the five regions of Brazil.
