Brazil’s 2027 Women’s World Cup Law Creates Betting Advertising Exception for FIFA Partners

Betting sponsorship during the 2027 Women’s World Cup will be permitted under a specific exception established by Brazilian legislation, allowing FIFA-partnered betting companies to promote their brands during the tournament despite not having full authorization to operate in the country.

The exception was introduced through the 2027 Women’s World Cup Law, which creates a special framework for betting-related advertising during the competition. The legislation, approved in June 2026, allows betting companies associated with FIFA to carry out institutional and sponsorship-based promotions during the event, even if they have not yet received approval to operate in Brazil.

However, the measure does not allow these companies to offer betting services to Brazilian consumers. Operators benefiting from the exception must ensure that users located within Brazilian territory are unable to access their platforms.

Under Brazil’s existing betting regulations, only companies authorized by the Ministry of Finance are permitted to advertise sports betting services. The new World Cup-specific legislation establishes a limited exception for operators that are contracted by FIFA or serve as official sponsors of the tournament.

As a result, these companies will be allowed to display their brands through promotional campaigns, stadium advertising, broadcast placements, and other marketing activations connected to the 2027 Women’s World Cup. Nevertheless, they will remain prohibited from providing betting services to users in Brazil unless they receive the necessary authorization to operate in the country.

According to the Ministry of Finance, companies taking advantage of the exception will be required to implement geolocation systems capable of preventing access to their betting platforms from Brazilian territory.

In a statement provided to InfoMoney, the ministry explained that such technology is already widely adopted across the online betting industry.

“This is a technology widely used and known by online betting operators,” the Ministry of Finance stated.

The advertising permissions will apply both during the tournament itself and to promotional activities launched before the start of the competition.

Temporary authorization option created for World Cup period

The legislation also introduced a temporary licensing pathway for betting operators that wish to participate commercially during the tournament but do not yet have final authorization to operate in Brazil.

Companies that meet the legal requirements will be able to apply for a temporary license valid exclusively for the duration of the 2027 Women’s World Cup. To obtain approval, operators will need to comply with the conditions established by the legislation and pay fees proportional to those required from companies already authorized to operate in the Brazilian market.

The law also establishes that FIFA sponsors will receive priority treatment during the evaluation of temporary authorization requests. The same priority will apply to companies seeking to begin the process of obtaining permanent authorization during the World Cup period.

Prediction market companies may also fall under the rules

The restrictions and provisions established for betting operators may also apply to companies operating in the prediction market sector.

A technical note issued by the Ministry of Finance this year determined that prediction market activities should be treated under rules similar to those governing Brazil’s regulated betting industry.

Among the companies cited in this context is ADI Predicstreet, a prediction market operator that became a FIFA sponsor for the 2026 Men’s World Cup. However, when announcing the partnership, the company did not make any reference to involvement with the 2027 Women’s World Cup, which will be hosted in Brazil.

The 2027 Women’s World Cup will represent the first major international sporting event held in Brazil following the implementation of the country’s regulated betting market.

Within this framework, the tournament-specific legislation establishes an exceptional system for FIFA-linked betting sponsors, allowing brand exposure and institutional promotion while preserving restrictions on the direct offering of betting services to Brazilian users.

By fLEXI tEAM