In this issue, LS Brazil Outlook analyzes prospects for significant changes in the sports industry in the country. Legislative initiatives aimed at modernizing local football clubs are discussed; they could result in investors being able to hold equity stakes and to participate in their governance. Another topic is the debate over re-negotiating the criteria that apply to the distribution of revenues from the sale of broadcasting rights, a vital source of income for clubs.

A bill of law expected to pass in Congress in the first half of the year allows sports betting and gambling in general. A multi-billion market would be open to local and foreign investors; this is the topic of a further article in this newsletter.

Finally, we examine a great shift in fans’ consumption pattern – one that forces advertisers in sports events to revise their strategies.

On this issue | January 2020

Upcoming changes in Brazil’s gambling regulation: a blue ocean market to invest

Gambling: a potential new market in Brazil

A ban on gambling in place since the 1940’s may come to an end and open opportunities for investments in Brazil. Congress is expected to decriminalize games of chance this year. The Government sees the move as a way to improve tax revenue and...

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Brazilian Football Clubs: new legislation may bring about enhanced professionalism and investment opportunities

Turning football into (real) business

Legislation under discussion in the Brazilian Congress would create strong incentives for football (soccer) clubs to become companies thus improving governance and potentially attracting investors’ interest.

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Advertisement 5.0: will traditional media keep the pole position?

Outlook for digital advertisement

Digital advertisement is expected to have a huge impact on traditional media in Brazil, as elsewhere. However, Brazilians are still watching free-TV, and for now traditional and new media companies are partnering on initiatives for content production...

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Negotiating broadcasting rights in Brazil and the strengthening of local football clubs

Broadcast rights can level playing field

There is a gap of 9.2 times between the club that receives less and the one that receives most from broadcast rights in Brazil. A more balanced distribution of these rights negotiated through leagues would strength Brazilian football clubs and...

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