As the countdown to the 2026 FIFA World Cup begins, new data reveals that sports betting has become an inseparable part of the football experience in Brazil. A comprehensive study conducted by Kantar in late 2025 has found that 37% of Brazilians intend to place bets on the tournament, while a staggering 77% plan to engage with the event through various media channels.
Match Outcomes and Goal Markets Lead the Way
The expanded 48-team format, hosted across the United States, Canada, and Mexico, is expected to reach a global audience of 5 billion. In Brazil, bettors are gravitating toward straightforward markets. According to the research, 51% of those planning to wager are focusing on final match outcomes.
Secondary preferences include:
- Total Goals Scored: 26% of bettors.
- Tournament Winner: 18% (with Spain currently labeled as an early favorite).
- Detailed Match Stats: 10% interest.
- Top Scorer (Golden Boot): 8% (with Kylian Mbappé leading the odds).
The Multi-Channel Viewing Experience
While free-to-air television remains the king of consumption at 73%, the modern Brazilian fan is no longer just a passive viewer. The Kantar study shows a massive appetite for “second-screen” content. 68% of fans seek real-time news, 50% engage with social media memes and discussions, and 32% specifically look for deep-dive statistics to inform their betting decisions.
Whether through streaming (31%) or social media clips (23%), the 2026 World Cup represents a transformative moment for the Brazilian market, where the line between sports entertainment and betting continues to blur into a singular, high-engagement ecosystem.
