Playing by New Rules: SBC Summit Rio Tackles Brazil’s Marketing Revolution

As Brazil moves into its second year of regulation, operators must find ways to grow in a crowded market while navigating tougher advertising rules, tighter bonus restrictions, and greater scrutiny over how brands market themselves.

On 5 March 2026, the Marketing track at SBC Summit Rio will bring together CMOs, brand strategists, compliance experts, and sponsorship specialists to decode Brazil’s advertising rulebook and explore how operators can build authentic connections with Brazilian audiences without compromising on compliance.

Delegates can expect discussions on navigating CONAR’s latest advertising guidelines, understanding the psychology behind Brazil’s world-class marketing creativity, adapting promotional strategies to new bonus regulations, and leveraging cultural moments to build genuine brand affinity with Brazilian audiences.

“We’re entering a crucial period in Brazil where brands really need to get their marketing right,” said Rasmus Sojmark, CEO & Founder of SBC. “Year one saw brands put a heavy focus on acquisition with a lot of bold and wonderful campaigns. Year two is going to be crucial in acquiring market share, and this track will show you how to do that in a way that sets your brand apart, whilst ensuring you stay compliant with Brazil’s evolving guidelines.”

Opening the track will be Breaking Down Brazil’s Marketing Rulebook, offering a deep dive into Brazil’s advertising guidelines with representatives from CONAR and Meta. Experts Juliana Albuquerque (Vice President, CONAR), Leandro Benites (COO, Propane), and Sandro Cachiello (Head of RMG, Meta) will break down the latest advertising standards and platform policies, giving delegates a clear understanding of what has changed, what is permitted, and how to build campaigns that remain responsible without losing impact.

The session Why Are Brazilians So Good at Advertising will explore the psychology and cultural insights behind Brazil’s celebrated advertising creativity. Bruno Barroso (CEO, BetPass), Rafael Menezes (Founder, Netflu & Head of Media Business Development, MoveUp Media), Ana Paula Castello Branco (CMO, BetMGM Brazil), and Mateus Nunes (Marketing Director, Nossa Bet) will reveal how brands can tap into player motivations, habits, and preferences to maintain top-of-mind awareness in a fast-changing, highly competitive landscape driven by engagement and behaviour rather than just media spend.

Inside the Deal: The Game Behind Sports Sponsorship will explore how the sponsorship landscape is evolving as Brazil tightens regulations on brand partnerships. Experts Ricardo Peixoto (Brazil Country Manager, Sofascore), Marco Elias (Compliance – Marketing and Responsible Gambling, Flutter Brazil), and André Megale (Director of Integrity and Governance, SIGA) will examine what licensed operators and sports organisations must now prioritise to maintain sporting partnerships under stricter oversight.

Other sessions on the track will address promotional compliance and cultural sponsorship strategies, including panels examining how operators can create value-driven bonus campaigns under new restrictions, and how brands are sponsoring authentic cultural moments, such as carnival, to build deeper connections with Brazilian audiences.

The marketing track is one of five conference tracks taking place at SBC Summit Rio across two days, with other tracks including deep-dives on affiliation, leadership, tech innovation, and payments.

Ready to attend SBC Summit Rio? Here’s how:

Secure your place with a VIP Event Pass for R$3000 – enjoy full access to all conference sessions, the exhibition floor, exclusive networking events, and complimentary food and drink at our Food Festival.

Bringing the team? Take advantage of our Group Pass Discount — purchase three or more VIP Event Passes and pay just R$1800 per ticket.

Operator or affiliate? You may be eligible for a complimentary VIP Event Pass, which includes full access to the exhibition, conference, and exclusive networking events. Apply now to reserve your spot.

Expo+ Pass: Gain access to the full exhibition floor and all conference sessions. This does not include access to our exclusive VIP evening networking events.

Expo Only Pass: Free to attend, this pass gives you access to the exhibition floor –  perfect for networking and exploring the show without attending the conference sessions.