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Behind advertisers for the Copa do Brasil, CBF wants to avoid unknown brands and 'overdose' of betsPhoto by JohnNico on Pexels
BusinessCoimbra

Behind advertisers for the Copa do Brasil, CBF wants to avoid unknown brands and 'overdose' of bets

oglobo11 September 2026 at 04:01

The CBF is seeking advertisers for the Copa do Brasil after making adjustments to the tournament as a product and announcing the winners of the bidding for broadcasting rights for the period from 2027 to 2030. The entity gave up an intermediary agency to directly manage the commercialization operation.

Among the priorities defined by the directors is the diversity of advertiser brands, meaning not having more than one company from the same sector as an advertiser. The main objective is to avoid repeating the so-called "overdose" of bets that currently dominates the national sports scene.

The CBF makes it clear that this is not about rejecting betting companies, but rather limiting to only one company from the sector as an advertiser in the commercial properties of the Copa do Brasil. The entity wants to maintain a balance between the different segments that wish to sponsor the competition.

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