CONMEBOL Replaces Betting Ads in Brazilian Broadcasts Following Ban.
The South American Football Confederation (CONMEBOL) has begun replacing advertisements for betting companies during Brazilian broadcasts of the Copa Libertadores and Copa Sudamericana.
Brazil’s ban on online betting has prompted CONMEBOL to change its advertising during Brazilian football broadcasts. The restrictions also cover advertising and sponsorship by betting companies.
According to Máquina do Esporte, CONMEBOL uses digital technology to customize advertisements for each broadcast market. International viewers still see betting promotions where the law permits them. Brazilian audiences instead see institutional messages and advertisements from other sponsors.
How Digital Ad Replacement Works
CONMEBOL uses virtual advertising technology to change the content displayed on stadium LED boards. This allows the organization to adapt advertisements to local regulations.
The system featured during Vasco da Gama’s 1–0 win over Boca Juniors on Tuesday (13) in the Copa Sudamericana. International viewers saw betting advertisements around the pitch. Meanwhile, Brazilian audiences watching on ESPN and SBT saw promotions for Coca-Cola, Amstel, and Mercado Livre.
President Luiz Inácio Lula da Silva signed Provisional Measure No. 1,394/2026 on September 25. The measure prohibits betting operations and advertising in Brazil.
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Article 16 also restricts marketing and sponsorship activities targeting Brazilian audiences. The deadline for removing the prohibited promotional materials has already passed.
Impact on CONMEBOL’s Commercial Agreements
CONMEBOL has partnered with Entain since 2023. The company owns the Sportingbet and Bwin brands, and the agreement covers several markets.
Digital ad replacement allows Bwin to maintain visibility in countries where betting advertising remains legal. Sportingbet faces a different challenge because its partnership with CONMEBOL focuses specifically on Brazil.
CONMEBOL also maintains an institutional agreement with Betano, a Kaizen Gaming brand. The agreement runs until 2028.
Foreign Clubs’ Shirt Sponsors Face Uncertainty
Sponsorships on foreign clubs’ jerseys raise different legal questions from stadium advertising. Boca Juniors, for example, features Betsson as its main sponsor. The brand appeared on the Argentine club’s jersey during its match against Vasco.
Boca Juniors signed its agreement with Betsson in Argentina, where the company operates legally. Brazilian law does not automatically cancel contracts between foreign clubs and companies operating abroad.
However, Provisional Measure No. 1,394/2026 prohibits betting promotions featuring odds when they target Brazilian audiences.
Brazilian authorities have yet to clarify whether this restriction applies to betting logos on foreign teams’ jerseys.
The provisional measure also faces a challenge before Brazil’s Supreme Federal Court (STF). The National Congress must review it within 120 days.
