Much anticipated regulatory framework for the Brazilian gambling sector is set to evolve how the country looks at sports sponsorships, according to the iGamingDaily podcast.
It comes amid a tense backdrop with match-fixing scandals rocking many layers of Brazilian football and adding a new dimension to the debate over sports betting sponsorships in the region, even costing some players their contracts in some cases.
According to Fernando Noodt Molins of SBC Noticias, whilst there is optimism that sports betting regulation is on the horizon, a task force subsequently set up to investigate the extent of match-fixing may delay its implementation further.
Nonetheless, Marcel Hein, the Marketing Director of AllSports, revealed that the lack of regulation has led to a degree of confusion over sponsorship, with Brazilian fans generally receptive to sponsors due to the financial boost they give to their clubs.
He added that the sponsorships have helped form a culture in the country which can be key when sports betting becomes fully regulated. Nonetheless, he also revealed that there is a concern from Brazilian sports fans that the regulatory framework will see the volume of club sponsorships decrease.
SBC Sponsorship Director George Harborne, detailed that one of the key factors impacting the region at the moment is that there is an oversubscription of brands looking to form partnerships with clubs in the region at the moment.
It’s meant that activations have fallen short and an element of laziness is creeping into collaborations. However, he feels that this may well be shifted after regulation is formed, with collaborations maybe falling in volume but elevating in focus and activations.