What Brazilians Are Planning
Kantar surveyed 600 Brazilians. 77% plan to follow the tournament in some way, and 37% of them intend to place bets.
The most popular market among potential bettors is the match outcome, chosen by 51%. Simple markets traditionally lead the way with the general public, especially among those who bet rarely or for the first time. Next in popularity:
- Total goals in the match – 26%
- Tournament winner – 18%
- Detailed match outcomes – 10%
- Top scorer – 8%
Spain is currently considered one of the favorites according to bookmakers’ odds. Kylian Mbappé is named among the contenders for the title of top scorer.
How and What They Watch
73% of Brazilians plan to watch the matches on free-to-air TV, which remains the primary viewing platform in the country. 39% choose pay TV, 31% opt for streaming, 23% use social media, and 4% listen to the radio.
At the same time, viewing is no longer limited to the match itself. 68% are interested in news about the tournament, 50% follow memes and discussions on social media, 38% watch highlight reels, and 32% read statistics. This is important for broadcasters, as the audience is present on multiple platforms simultaneously.
Brazil’s First Regulated World Cup
During the 2018 and 2022 World Cups, Brazil’s betting market was unregulated. Today, the country has 78 licensed operators operating under 138 brands, and the market’s GGR in 2025 reached 36.9 billion reais ($7.4 billion). According to Regulus Partners, Brazil has entered the top five largest betting markets in the world, trailing only the U.S., the U.K., Russia, and Italy.
This changes the logic of investment. In past tournaments, operators spent huge sums on brand recognition. Betano reportedly paid 250 million reais per year to sponsor Flamengo. Now, the largest operators are reallocating their budgets toward World Cup activations. Betnacional, Betano, bet365, and Superbet have become official sponsors of Globo’s sports platforms for 2026. Globo, in turn, plans to generate approximately 6 billion reais ($1.1 billion) from its sports portfolio.
Andrea Rossi, Betsson’s Commercial Director for Latin America, notes that the tournament attracts a large casual audience that does not typically place bets, and predicts growth in live betting compared to Qatar.
