Betting industry takes over Brazil's stadiums against ban

The messages seek to convey a clear idea: that closing the regulated market does not mean ending gambling and that a part of the demand may be directed towards illegal operators.

Among the phrases that are appearing in the stadiums are:

"Proibir não é proteger"
Prohibiting is not protecting.

"Não se muda a regra no meio do jogo"
You don't change the rules in the middle of the game.

"A demanda não acaba, apenas muda de straightço"
The demand does not disappear, it simply changes places.

"A quem interessa o mercado ilegal?"
Who benefits from the illegal market?

The protest does not begin this week. The first major showcase was the match between São Paulo and Santos, played at the MorumBIS on October 2, where the digital billboards already displayed messages such as "Proibir não é proteger" and "A proibição não acaba com as apostas".

The situation has profoundly changed the commercial landscape of the Brazilian Championship. Some clubs have suspended their contracts with bookmakers, others have removed the brands from their shirts and several keep the agreements paralyzed while waiting for the future of the regulation to be clarified.

The conflict has also reached the Supreme Federal Court (STF), Brazil's highest constitutional court.

Magistrate Luiz Fux analyzes the appeals filed against the suspension of the market. Business associations, football clubs and entities linked to the media are demanding the paralysis of the measure, alleging legal uncertainty and the impact on advertising and commercial contracts.

The sector's position contrasts with that of the Brazilian government, which has asked the Supreme Court to maintain the ban and defends the decision for reasons related to consumer protection, public health and the economic impact of gambling on families.

While the legal battle continues, the sector has decided to take its message directly to the public.

And it is doing so precisely in the place where sports betting had achieved greater visibility in recent years: football stadiums.