Brazil Creates Advertising Exception for FIFA Betting Sponsors During the 2027 Women’s World Cup

A legal loophole will be implemented in Brazil that will enable betting companies to show their brand during the 2027 FIFA Women’s World Cup, despite the fact that they are not yet regulated in Brazil.

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This is now part of the law that regulates the tournament and was passed in June 2026. The exception, as per the law, is limited to institutional and sponsorship advertising, which allows businesses to advertise their affiliation with the event, but not provide betting services to consumers in Brazil.

The measure establishes a provisional regime for one of the biggest international sporting events in the nation since betting came under regulation in Brazil.

Advertising Allowed, But Betting Services Must Remain Blocked

In Brazil, only betting companies that are licensed by the Ministry of Finance can promote sports betting. The law of the Women’s World Cup, however, has an exception for the official partners and sponsors of FIFA.

Even if still not fully authorized to operate in Brazil, these companies will be able to use their brands via stadium advertising, promotions, broadcasts and other marketing efforts that tie in with the tournament.

The Ministry of Finance states that those who make use of the exception must make use of geolocation technology to prevent users who are physically located in Brazil from accessing their platforms. The ministry explained that it is a technology widely used and well-known by online betting operators.

Temporary Licensing Option Available for Operators

The bill also provides a temporary licensing program for those who want to play a commercial game in the tournament. The companies that have not yet acquired a permanent authorisation can apply for a temporary one to be used only for the FIFA Women’s World Cup 2027.

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In order to receive this authorization, applicants will have to meet the legal requirements set within the Brazilian betting system and pay fees that are proportional to fees paid by full license operators.

The law also gives priority to applications from FIFA sponsors, and companies that wish to start the process of obtaining permanent authorization at the same time.

Rules May Extend to Prediction Market Companies

A new regulatory framework could also impact businesses in the prediction markets industry. A Brazilian Ministry of Finance Technical Note earlier this year stated that the successful activities of prediction markets should be regulated by the same rules as the country’s betting industry.

A company mentioned in the coverage of the measure is ADI Predicstreet, a prediction markets operator which was a FIFA sponsor for the 2026 FIFA Men’s World Cup. The 2027 Women’s World Cup was not mentioned in FIFA’s sponsorship announcement.

The Women’s World Cup legislation creates a special regime for the country’s first major international sports tournament since the implementation of the regulated betting market, allowing FIFA’s sponsorship with the implementation of specific restrictions on betting services offered to consumers in Brazil.

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Source: iGaming Brasil