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The heart of the dispute isBill No. 2,985/2023, introduced by Senator Carlos Portinho and currently before the Brazilian Senate. The legislation, recently approved by the Senate Sports Commission, proposes sweeping restrictions on gambling-related advertising in sports venues, broadcasts, and digital media.
Key provisions include:
In effect, clubs argue, this represents “a prohibition disguised as a limitation.” That’s according to their joint statement, also echoed by Sport Club Internacional and many others.
Economic risks: R$ 1.6 billion in question
Brazilian clubs estimate that the ban would cost themR$ 1.6 billion(roughly US $310 million) in annual revenue. That figure would hit both powerhouse Serie A teams and smaller clubs with tighter margins .
To put this in context: as of April 2025, 108 clubs had betting deals, and in the second division, that number reached 70%; only two top-tier Serie A clubs lacked such deals. Fábio Wolff, director at Wolff Sports & Marketing, notes that “bookmakers invest amounts 15 times higher than companies in other segments” in Brazilian football.
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The regulatory backdrop
Sports betting was legalized in Brazil in 2018, but regulation lagged untilLaw No. 14,790/2023, signed December 2023. This law laid out licensing, taxation, anti-money laundering, and advertising rules. The regulated market went live in January 2025 with 14 full licenses and over 50 provisional ones.
Yet, high rates of gambling addiction soon caused alarm among lawmakers and public health officials. Addiction, fraud, and the use of welfare money on bets spurred the government to block illegal platforms, prohibit credit-card betting, and ramp up licensing enforcement.
Senator Eduardo Girãoargued in favor of a full ban, pointing to personal tragedy and branding gambling a “humanitarian tragedy”. President Lula even warned in October 2024 thata ban was possibleif regulation failed to curb addiction among vulnerable families.
Clubs say the solution lies in balance
In response, Brazilian clubs have not opposed regulation per se—but argue that the proposed bill is overreaching and economically destructive. A manifesto—the “Joint Declaration of Brazilian Football Clubs”—was signed by 11 Serie A teams and released in late May 2025, just before a Senate vote.
Clubs endorse an amendment proposed by Senator Romário that would allow static or digital advertising if linked to current contracts, ensuring legal certainty while preserving key income sources.
Final take
The clubs aren’t rejecting regulation outright. What they’re asking for is nuance: a framework that protects vulnerable citizens without gutting the financial backbone of the sport. From elite teams to local squads, survival hinges on getting this balance right. As the Senate’s vote looms, the outcome won’t just shape sports marketing—it could redefine the entire ecosystem of gambling sports in Brazil.
