The Brazilian team’s game against Japan featured advertisements from sports betting companies (so-called bets) on all broadcast channels, on open TV and on the internet.
The dispute was held this Monday (June 29, 2026), in Houston, in the United States, and ended with a 2-1 victory for the Brazilian team. The team reached the round of 16 of the world tournament.
A CazéTV led the number of advertisements, with 10 insertions from 1:30 pm to 4:00 pm, considering the period until the end of the match. THE SBT (Brazilian Television System) released 6 advertisements, while the TV Globo released 5.
Here is the ranking of ads by broadcaster:
INVESTIGATION
A CazéTV he was investigation by Senacon (National Consumer Secretariat), a body of the Ministry of Justice, on suspicion of irregular advertising by betting houses during the World Cup broadcasts. The department investigates whether the channel encouraged betting on specific events with a low probability of victory.
In reaction, the company changed the way it will advertise its commercial partners during the 2026 World Cup. According to CazéTV, it will be adopted “a more specific and conservative standard for betting brand activations“to preserve”the spontaneity that marks the channel in all other segments”.
WORLD CUP
The World Cup is a private, for-profit sporting event. It is held every 4 years by FIFA. Teams qualify through knockouts. The technical committee and squad of each team competing in the competition are chosen by private entities. advertising.
In the case of Brazil, it is up to the CBF (Brazilian Football Confederation) to define who the coach is and which players are “called up” (in reality, everyone is invited and whoever is interested goes; as the commercial gain from marketing is great, the athletes respond to the “call up”). The CBF is an organization governed by private law and has no connection with the federal government. The Brazilian government has no influence on choosing the team that participates in the tournament. In other words, it is not the country that is represented in the World Cup, but a football team chosen by a private entity.
The Brazilian government has no influence on choosing the team that participates in the tournament. In other words, it is not the country that is represented in the World Cup, but a football team chosen by a private entity.
