In recent years, Brazil has emerged as one of the most promising markets for the sports betting industry in Latin America. With a population of over 200 million, growing internet access, and a passionate love of sports, especially soccer, the country represents a unique opportunity for local and international operators.
However, this potential comes with a series of challenges, especially following the recent implementation of a new regulatory framework that increased the tax on gross gaming revenue from 12 to 18 percent. Furthermore, a bill seeking to regulate online gambling advertising is currently under consideration in the territory.
Alex Fonseca , CEO of Superbet , spoke with SBC News to explain how these decisions will affect the Brazilian industry and how the company is preparing to adapt to changes in market rules. The executive also gave a sneak peek into his participation in the educational conferences that will take place during SBC Summit 2025 in Lisbon.
SBC News: From your position as CEO, what are the biggest challenges a sportsbook faces today to stay ahead of the industry in a growing market like Brazil?
Alex Fonseca: The Brazilian market offers as many opportunities as it does complexities. Standing out in such a crowded landscape, where there are already more than 200 active operators, requires more than competitive odds or bonuses. The biggest challenge is building a sustainable brand with local relevance while earning the long-term trust of players and institutions. This involves investing in responsible gaming, regulatory compliance, and creating authentic narratives that connect with the highly responsive, loyal, and digitally savvy Brazilian fan base.
But beyond the volume of licensed competitors, we also face a still-significant black market operating outside the regulatory framework. These illegal operators distort competition, evade tax obligations, and pose risks to consumers, making it difficult for compliant companies to thrive on a level playing field.
At the same time, we face the challenge of navigating an unstable political and regulatory landscape. Recent tax increases and ongoing discussions about potential advertising restrictions create uncertainty that directly impacts long-term planning and investment. Building a leading brand in Brazil means being agile and prepared to adapt quickly, without compromising regulatory compliance or brand integrity.
SBC News: A few weeks ago, Provisional Measure No. 1303/2025 was published in Brazil, increasing the tax on gross gaming revenue from 12 to 18 percent. What was your initial reaction to this measure, and how do you think it will affect Superbet and the market in general?
AF: We believe regulation is essential for the growth and credibility of the industry, and we respect the government’s decisions. That said, we’ve been in the regulated market for just over six months, and it seems premature to talk about tax increases. Introducing such a significant change so soon creates a sense of insecurity that affects the credibility of the market as a whole and raises concerns about the risk of further increases in the near future.
A sudden increase from 12 to 18 percent in gross gaming revenue is considerable and could force many smaller or less structured operators to leave the regulatory framework. This could unintentionally open up more space for the black market, which remains active in Brazil.
At Superbet, we have a solid financial situation and are prepared to adapt. However, we believe that future fiscal adjustments must be addressed with greater dialogue, clarity, and predictability. The long-term sustainability of the market depends on trust between operators, regulators, and society as a whole.
SBC News: How is Superbet preparing for this change in the regulatory environment? Do you think this tax increase could discourage new, legal operators from entering the market?
AF: We are taking a proactive and collaborative approach. Our teams are already adjusting financial models, investing in technology to improve margins, and holding discussions with legislators through industry associations like ANJL . Yes, the increase could undoubtedly discourage new entrants or, worse, push some current legal operators to operate discreetly. A balanced tax system is essential to incentivize formalization and reduce illegal competition.
SBC News: A few weeks ago, the Brazilian Senate’s Sports Committee approved a bill seeking to regulate online gambling advertising. What’s your opinion on this initiative?
AF: We support rigorous regulation, especially when it helps protect vulnerable audiences and enhances the industry’s credibility. However, overly restrictive advertising rules could have unintended consequences, such as limiting consumer education about licensed operators and opening the door for illegal operators to dominate digital platforms. We hope the final version of the bill reflects the importance of clear and responsible communication and allows brands like Superbet to continue promoting transparency and safe gambling.
SBC News: Superbet recently renewed its sponsorship of São Paulo FC for six seasons. Additionally, the company recently became a sponsor of the Kings League in Brazil. If the final version of the law is approved, what changes do you anticipate in Superbet’s advertising strategy? How will this affect the company’s marketing operations?
AF: The most important thing about our sponsorship is that our marketing goes far beyond logos and jerseys: it’s based on interaction, storytelling, and meaningful fan experiences. Whether through digital content, social responsibility projects, or co-branded campaigns, we will continue to strengthen Superbet’s presence in compliance with the law. Strong partnerships like the one with São Paulo FC and Kings League Brazil allow us to activate our brand in a culturally relevant way, even under the new regulations.
With São Paulo FC, Superbet created innovative activations such as Super Telê, a moving AI-powered tribute to legendary coach Telê Santana that resonated deeply with fans and went viral across all platforms. The campaign was not only creative but also reverent, nostalgic, and grounded in a deep understanding of the club’s history.
Similarly, the Super Bandeirão—a 22,000-square-meter stadium flag designed by fans—brought fans directly into the brand experience, transforming passive fandom into active celebration. This is what we do as sponsors. That’s why, even if something changes in advertising legislation, our way of working with the teams we sponsor will not change.
SBC News: In September, you’ll be participating in a panel at the SBC Summit in Lisbon, where the “Brazilian boom” in the gaming industry will be discussed. One of the topics discussed will be that European marketing strategies don’t always work in Brazil. Do you agree? How does Superbet adapt to local idiosyncrasies to build customer loyalty?
AF: Absolutely. Brazil is a unique market, not only because of its legal history but also because of its emotional and social dynamics. A European copy-and-paste strategy simply doesn’t work here. Brazilians expect brands to be part of the conversation, to display authenticity and act with purpose. At Superbet, we localize everything: from our brand ambassadors to our PR narratives and even the interface of our products.
We also take cultural rituals, such as football match days or Carnival, very seriously when it comes to building customer loyalty. That’s why we have an excellent Brazilian team in our Brazilian office. We have the best professionals in each area, who deeply understand the importance of sport in our daily lives.
Brazilians are very sensitive and deeply connected to sports in general, especially football. In an industry often criticized for generic campaigns and opportunistic deals, Superbet has introduced a marketing model based on respect, storytelling, and shared values. Its work is not limited to football; it’s about connecting with the Brazilian identity through sports, doing so with humility, creativity, and purpose. Beyond football, this is why we are also present at major entertainment events like Carnival.
SBC News: What are your expectations for the European meeting in September?
AF: We’re excited to connect with other leaders committed to building a healthy and sustainable gaming ecosystem in Latin America. For us, the SBC Summit is a space to share perspectives, showcase the Brazilian reality, and continue fostering cooperation among global operators. We want to build not only a successful business, but also a responsible and respected industry in Brazil and beyond.
Join SUPERBET at SBC Summit 2025
You can choose from three types of passes: VIP Event Pass , Expo+ Pass , or Expo Only Pass . Please note that the Expo Only Pass does not include access to conference panels.
Operators and affiliates can request a free pass. Upon submitting your request, our team will process it within three business days.
Source: SBC Noticias
