New union to coordinate industry response to regulation and defend stakeholder interests
Brazil’s most populous and economically powerful state, São Paulo, is preparing to establish a formal union for companies involved in sports betting and online gaming. The upcoming general assembly, scheduled to take place in a hybrid format, will mark the official founding of the Union of Betting Operators and Online Games of the State of São Paulo (Sindbet/SP), a significant step in the institutionalisation of Brazil’s newly regulated gambling landscape.
Industry Seeks Formal Representation as Regulation Tightens
The formation of Sindbet/SP comes as Brazil continues to implement sweeping reforms in the gambling sector following the legalisation of fixed-odds betting in 2023. Operators have been navigating a rapidly evolving regulatory environment, particularly as federal and state-level authorities move to assert jurisdiction, impose compliance standards, and propose advertising restrictions that could reshape the marketing strategies of betting companies.
Amid these changes, betting firms — especially those with deep links to football club sponsorships — are increasingly seeking a collective voice. Sindbet/SP is set to serve that role, facilitating dialogue between operators and regulators and providing a platform for lobbying, legal defense, and policy influence.
Criteria for Participation and Governance Framework
Only companies with verifiable activity in the state of São Paulo will be allowed to participate in the union. Prospective members must submit legal documentation including:
Corporate registration in Brazil
Proof of legal representation
Evidence of direct involvement in online gaming or betting operations
The general assembly agenda includes the approval of the union’s statute, the election of its first executive board and fiscal council, and the definition of the union’s territorial scope — which could impact how far its influence might extend beyond São Paulo in the future.
The initiative is led by Sol Serviços de Intermediação, Betboom, and Stake Brazil, all of which have growing footprints in Brazil’s digital gaming ecosystem.
Broader Implications for Brazil’s Gaming Industry
The founding of Sindbet/SP mirrors broader moves by the Brazilian betting sector to organise collectively at both state and national levels. Several regions have already proposed or are considering their own regional betting governance bodies, often clashing with the federal government over authority and licensing.
Additionally, the timing aligns with increasing friction over advertising rules. Brazilian football clubs have pushed back against potential restrictions, warning that limits on gambling sponsorships could deal a financial blow to teams heavily reliant on such partnerships.
Conclusion: A New Chapter in Brazilian Betting
The creation of Sindbet/SP underscores the growing maturity and strategic alignment of Brazil’s online gambling industry. As the regulatory landscape becomes more complex, operators are recognising the importance of unified representation, both to protect commercial interests and to ensure constructive engagement with lawmakers.
This foundational move in São Paulo may well set the blueprint for other states — and pave the way for a national federation of betting operators in the near future.
