TLDR
- Brazil’s Ministry of Finance opened a case against Esportes da Sorte over a betting ad shown before an England vs Croatia World Cup match.
- The ad, aired on broadcaster SBT, urged viewers to bet on England to score and displayed a QR code linking to the betting platform.
- This is the fourth World Cup ad investigation from the Ministry, following cases against bet365, Betnacional, and KTO.
- Esportes da Sorte says it received the notice and has already made changes requested by regulators.
- The Secretariat of Prizes and Betting plans new rules requiring betting ads to clearly show the risk of losing money.
Brazil has opened a formal investigation into Esportes da Sorte, a betting brand owned by Grupo Esportes Gaming Brasil. The case centers on a betting advertisement that aired during the 2026 FIFA World Cup.
The news was first reported by Folha de S. Paulo. It falls under a wider government review of gambling ads shown during World Cup broadcasts.
The ad in question ran on Brazilian broadcaster SBT. It aired before the group stage match between England and Croatia.
What the Advertisement Showed
According to the report, the SBT presenter told viewers to place a bet tied to England scoring a goal. The presenter also talked about the possible payout from making that bet.
A QR code appeared on screen during the broadcast. It linked directly to the betting platform, making it easy for viewers to place a wager right away.
The ad also mentioned England’s position as a favorite in the tournament. It specifically called out striker Harry Kane.
Regulators will now review whether this content crossed any lines set by Brazilian advertising law for betting operators.
Part of a Larger Pattern
This is not the first case tied to World Cup betting ads. It is actually the fourth investigation opened by the Ministry of Finance during the tournament.
Earlier cases targeted bet365, Betnacional, and KTO. Each of those ads also aired on SBT during CazéTV’s World Cup coverage.
Esportes da Sorte has confirmed it received the official notice from the Ministry of Finance. The company says it has already made the adjustments regulators asked for.
SBT, the broadcaster, declined to comment on the investigation. The network has not issued any public statement on the matter.
Authorities will now look into two main questions. First, did the ad break betting promotion rules?
Second, did the operator and broadcaster coordinate in a way that violates those rules? Once the review is complete, the Ministry can close the case or issue penalties.
There is no set timeline yet for when a decision will be made. The process will follow the same steps used in the three earlier cases.
Brazil’s gambling market is still fairly new, having only recently been regulated. Government agencies have been paying close attention to how betting companies market themselves to the public, especially during major sporting events.
The Secretariat of Prizes and Betting, which operates under the Ministry of Finance, has signaled bigger changes are coming. Officials said the string of World Cup ad investigations is pushing the agency to update its advertising rules.
One planned change would require betting companies to clearly state the risk of losing money in their ads. The goal is to give bettors better information before they place a wager.
For now, Esportes da Sorte joins three other operators under review for how they promoted bets during World Cup broadcasts. The outcome of these cases could shape how betting ads look in Brazil going forward.
