Brazil Allows FIFA Sponsor Betting Ads for 2027 World Cup

Brazil has introduced a legal exception that will allow certain betting companies to display their brands during the 2027 FIFA Women’s World Cup, even if they have not yet obtained full regulatory approval to operate in the country.

The provision is included in the law governing the tournament, approved in June 2026. Under the measure, the exemption applies only to institutional and sponsorship advertising, allowing companies to promote their association with the event without offering betting services to consumers in Brazil.

Brand Promotion Permitted Under Strict Conditions

Current Brazilian regulations only allow licensed betting operators authorised by the Ministry of Finance to advertise sports betting. However, the new law creates a specific exemption for FIFA’s official sponsors and partners.

As a result, eligible companies may display their brands through stadium advertising, broadcasts, promotional campaigns and other marketing activities linked to the tournament, even if they have not yet received full operating authorisation.

The Ministry of Finance said operators using the exemption must apply geolocation technology to block access to their betting platforms for users located in Brazil. According to the ministry, this technology is already widely used across the online betting industry.

Temporary Authorisation Available

The legislation also introduces a temporary licensing option for operators wishing to participate commercially during the tournament.

Companies without a permanent licence may apply for a temporary authorisation valid only for the duration of the 2027 FIFA Women’s World Cup. Applicants must meet the legal requirements established under Brazil’s betting framework and pay fees proportional to those charged to fully licensed operators.

The law also gives priority to applications submitted by FIFA sponsors and operators seeking permanent authorisation at the same time.

Prediction Market Firms Could Be Affected

The legislation may also have implications for prediction market operators. Earlier this year, a technical note issued by Brazil’s Ministry of Finance stated that prediction market activities could fall under the same regulatory framework as sports betting.

ADI Predicstreet, a prediction market operator that sponsored the 2026 FIFA Men’s World Cup, was referenced in discussions surrounding the measure. However, the company was not listed among the sponsors announced for the 2027 FIFA Women’s World Cup.

The new legislation establishes a dedicated regulatory framework for Brazil’s first major international sporting event since the country introduced its regulated betting market, allowing limited sponsorship advertising while maintaining restrictions on betting services for consumers within Brazil.