Betting houses sponsoring Fifa will be able to promote their brands at the 2027 Women’s World Cup, which takes place for the first time in Brazil, even without authorization to operate in the country.
The betting companies, however, must guarantee, using technology, that their platforms are blocked within national territory during the tournament.
Approved in June 2026, the Law that establishes measures for the Women’s World Cup created an exception to Brazil’s sports betting legislation.
According to the text, betting houses that are partners or contractors of Fifa may carry out advertising activity, provided it is not aimed at offering bets within national territory.
In practice, companies are authorized to associate their brands with Fifa and be exposed during the championship, but they cannot offer bets in the country.
This is an exception to the Law that regulates sports betting in the country, according to which advertising activities can only be carried out by houses regulated by the Ministry of Finance.
The IBJR (Brazilian Institute of Responsible Gaming) declined to comment on the matter.
If they do not have authorization, betting houses that come to sponsor the entity must implement a geolocation and user-blocking system within national territory, the Ministry of Finance told Info Money.
“This is a widely used technology known to online betting operators,” it stated.
The advertising actions may be carried out throughout the event and also in preparatory actions before the tournament begins.
An alternative for companies is the temporary authorization established by the Women’s World Cup legislation.
According to the text, betting operators that are not yet regularized in the domestic market may request permission to operate only during the event period. They must bear costs proportional to those applied to betting companies operating in Brazil.
Sponsoring companies that request temporary authorization will have priority in the review of their requests.
The same applies to those that wish to comply under the regular period established in the betting legislation.
The rules and restrictions set out for betting operators will also apply to companies in the prediction market. A Technical Note published by the Ministry this year equates these activities.
ADI Predicstreet, a prediction market operator, is one of Fifa’s sponsors at the 2026 Men’s World Cup.
In the partnership announcement statement, the entity makes no mention of the Women’s edition in Brazil in 2027. The company is a shared brand of Kalshi, one of the leaders in this market, at the tournament.