Key Moments:
- Football leads the betting market in Brazil, with men’s football commanding 76% preference
- Digital-driven categories such as poker (17%) and eSports (12%) are gaining traction among bettors
- Motorsports sits at 9%, remaining outside the top tier despite strong fan engagement
Comprehensive Survey Highlights Dominant Trends
A recent collaborative study by Grupo Globo and Offerwise offers an in-depth look at Brazilian attitudes toward sports betting platforms. Drawing on responses from 1,000 individuals aged 18 and older, including both bettors and those who have never placed a bet, the findings outline a distinct hierarchy of sports preferences as well as evidence of a diversifying sector. The data reveals the wide gap between dominant sports and emerging alternatives, portraying a landscape that blends the influence of tradition with new audience behaviors.
Football Maintains Commanding Lead
The research underscores football’s deep roots in Brazilian culture, with men’s football attracting 76% of surveyed preferences – a margin unmatched by any other sport, none of which reached double digits. This overwhelming support points to football’s strong cultural, media, and platform presence.
Women’s football, now drawing 31%, holds second place and reflects substantial growth, fueled by increased visibility of female athletes, leagues, and media coverage. The sport’s transition from niche to mainstream signals a significant evolution within both the sports entertainment and betting sectors.
Basketball secures 23%, maintaining its foothold particularly among younger fans and those engaged with both domestic and U.S. leagues. Volleyball follows with 19%, aided by Brazil’s history of international prominence in the sport.
Digitally Native Categories on the Rise
Although football and other traditional sports sustain top spots, the study identifies an upward trend in categories closely tied to online culture. Poker, at 17%, stands out as a resilient mind sport and a central component of online betting. MMA trails at 15%, bolstered by the success of Brazilian athletes and a consistent fan following.
eSports now registers 12%, highlighting its appeal among digitally native and highly engaged younger demographics. As this sector’s presence grows, it signifies a generational migration into digital-first betting experiences and suggests ongoing expansion beyond core sports disciplines.
Lower-Tier Sports Show Dedicated Yet Limited Engagement
Certain sports, despite dedicated fan bases and corporate buzz, remain outside the primary range of betting popularity. Motorsports, which includes Formula 1, Rally, and NASCAR, lands in 13th place with 9%. These sports maintain strong global visibility and steadfast followers; however, they have not translated this support into betting activity comparable to higher-ranking categories.
Snapshot of Brazil’s Evolving Betting Hierarchies
The survey’s rankings demonstrate a market defined by clear divisions, with football far ahead of any contender. Even so, as audience tastes shift, digital-first sports and entertainment formats are beginning to find their space in the regulated segment. This transition underscores the balance facing the Brazilian market – a mix of tradition, passion, innovation, and digital adoption.
Operators, marketers, and sports organizations can expect these trends to shape strategy as Brazil’s regulated betting environment develops further.
Survey Results Overview
| Sport | Preference (%) |
|---|---|
| Men’s Football | 76 |
| Women’s Football | 31 |
| Basketball | 23 |
| Volleyball | 19 |
| Poker | 17 |
| MMA | 15 |
| eSports | 12 |
| Motorsports (F1, Rally, NASCAR) | 9 |
- Author
Daniel Williams
