If you have the impression that you follow more bets ads than the ball on the field during a football broadcast, it’s right. The chance to see a bookmark advertising on players, signs around the lawn or TV inserts is 70% in a Brazilian Championship game, higher than the possibility of seeing the ball rolling.
On average, 55% of the transmissions time show the ball, according to a survey of the site 365Scores (not related to 365 Bets) made last year. In the first rounds of 2025, this value remained.
This means that if you turn on the TV during a game is subject to football, in fact, 55% of the time, but will follow some Bet signing flashing or on the players’ shirt in 70% of the broadcast.
To reach this conclusion, the Sheet Analyzed 22 Brazilian 2025 game broadcasts on different channels – Aamazon Prime, Record, Cazétv, SporTV, Premiere, Record and Globo.
For every minute, he drew a frame (frame is a frozen image within the sequence of images that make up the video), which resulted in a random sample of 2,023 frames, an average of 101 per game.
The images were then analyzed by Cloud Vision, a Google Artificial Intelligence program that identifies all texts in an image. The report filtered the result to common terms of the middle, such as Bet, bet, casino, luck, 365, bet, Pitaco and Alpha.
Among the matches analyzed, the percentage of images with at least one advertisement is high: it exceeded 80% of the time at Corinthians x Vasco and Sport x Palmeiras games, for example.
Although many fans think they are eyeing the ball, the visual stimuli of the signs, the shirts and inserts exert a subliminal fixation in the consumer’s imagination. “The shirts of Brazilian football are among the main tools of exposure of a brand,” says Ivan Martinho, professor of sports marketing at ESPM (School of Propaganda and Marketing).
This volume of betting game advertising finds explanation in the scientific literature: revisions of academic articles on the subject indicate a dose-dependency relationship, the greater the exposure to ads, the more likely the person betting.
Other studies show that this fixation is enhanced because the sport involves deep emotional identities and affiliations, making the fan more susceptible to the message of a sponsor linked to his heart team.
Bets platforms are the main driving of the commercial revenue of Brazilian clubs, that linked to advertising and sponsorship. The reported report, which examines the football industry, sponsored by the Galapagos manager, says that the Series A teams’ business revenues grew 29% by 2023 and 11% in 2024 under the influence of Bets.
The estimated value of Master Patrocínio – Contract that gives the club the right to print the brand logo in the noble part of the uniform – was $ 579 million last year, 28% of business revenues (accounting for about 20% of a club’s revenue). The forecast for 2025 is $ 988 million.
Football has already taken advantage of several Coca-Cola sponsorship waves in the 1980s to banks and then digital banks, but in none of them the viewer was so exposed to a single segment. The 20 Serie A teams are sponsored by Bets, and in 18 of them they are the main contract.
“Sports bets arouse the desire to bet during the game and have a good marketing budget. There is no other sector willing to pay what they pay to clubs today,” says Martinho. “These are companies of two, three years, with 200, 300 people in operation; it is difficult to find in another sector of the economy a company that grows at a speed of 2 digits.”
The flow of money for clubs, however, is threatened by pressure from sectors such as the medical community, which warns of the risks to the mental health of bets. Even in mature BETS markets, such as European countries, the discussion about rules that reduce the visibility of these advertisements is constant.
Brazil regularized the Bets in January 2025, but several legislative initiatives intend to reduce the companies’ operations space, especially in football. The Senate approved a bill that limits Betts advertising in stadiums, establishes opening hours and prohibits the participation of athletes, artists and influencers. The text seeks to preserve children and people with propensity to addiction. The text will pass through the House of Representatives.
A recent study conducted by researchers at the University of Barcelona shows that “in-play” bets are, by definition, impulsive. Opportunities arise and disappear in seconds, which presses the viewer to act in the heat of emotion, creating an intense stimulus for those who already have predisposition.
Another similar study in Canada found that about 22% of the transmission time of ice and basketball games contained references to bets – a number considered alarming by experts, but which represents less than one third of the exhibition found by Sheet in Brazilian football.
“It’s simple, if the person wants to drink all day and gets the information all the time in his brain that that drink is hot and that he will quench his thirst, he will drink. In the case of bets is much worse, because the cell phone is in hand. The person will play,” says Antonio Geraldo da Silva, a psychiatrist who presides over the Brazilian Association of Psychiatry.
Play addiction triggers the brain similarly to alcohol and tobacco. The World Health Organization compares the impact of game disorder to depression or alcohol addiction.
“We did not realize any difference in treating people after regulation. There were hundreds of bets before, after January they became 163, but the number of patients did not decrease,” says Mirella Mariani, psychologist of the IPq (HC Institute of Psychiatry), the largest reference center for type treatments.
According to her, the outpatient care line has grown almost 10 times in the last five years. Analysis of SheetMay 2024, indicated an explosion in search of care related to psychiatric disorders in SUS, especially among adolescents.
For the psychologist, advertising should be controlled to prevent the induction of children and young people. “Parents and schools still need to understand that there is a game -related disorder. Just as the father does not call the child to drink a cachacinha or smoke a cigarette, he should not call to bet, things are in the same field.”
Even with the ban on minors, adolescents from 14 to 17 years old represent 4% of gamblers in the country. Of these, 84.1% use online platforms, and 55.4% are at risk of developing game disorder, higher than 37.7% observed in adults, according to UNIFESP’s alcohol and drug use survey in partnership with the National Drug Policy Secretariat.
Plínio Lemos Jorge, president of the National Association of Games and Lotteries, states that the association has been campaigning on social networks to educate “the main function of online games: fun and not a means of making money or source of income.”
It is contrary to the Senate approved bill because it says that advertising today differentiates legalized houses from others, and that countries such as Spain and Italy have adopted restrictions on advertising, but retreated by the lack of applicability of measures.
METHODOLOGY
The report analyzed 22 broadcasts of the Brazilian 2025 in Amazon Prime, Record, Cazétv, SporTV Premier, Record and Globo. He drew a frame for each minute, generating a sample of 2,023 images, an average of 101 per game.
The frames were analyzed by Cloud Vision, a Google Artificial Intelligence program that identifies texts in an image. The results were filtered for terms such as Bet, bet, casino, luck, 365, bet, Pitaco and Alpha.
The methodology underestimates the number of advertisements because sometimes the program does not properly read the message or because some frames show only the logo. The analysis contemplates only the minutes of the game, without intervals or postpartuous moments.
A Sheet He considered advertising each time a distinct text was identified. Two alpha plates are two advertisements, for example. The analysis also did not include a transmission sponsored by Betano because in it the sponsorship of the brand is constant on the screen.
The dice on rolling ball comes from 365scores, which fires a watch whenever the ball comes into play. The analysis of the report is sample, but with a representative bank of 101 images, on average, per game. The code for data analysis is public.
