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In 2025, Brazil collected almost BRL10 billion ($1.97 billion) in tax revenue from the licensed sector. In the first seven months of this year alone, BRL8.7 billion generated by the activity was delivered to public coffers. The Federal Revenue Service itself estimates that the sector should reach BRL16 billion in revenue during 2026.

Besides revenue collection, another concern is legal and economic. Companies have paid over BRL2.5 billion for licences since the sector’s regulation. Certainly, the end of the activity would lead to litigation to recover the amounts paid and compensation for investments made. Furthermore, the revenue from betting is already included in the Annual Budget Law and the Budget Guidelines Law, which define the priorities for federal government spending.

What worries the sector is not just the threat of drastic measures against legalised betting. So far, the government has consistently fallen short in its attempts to curb the illegal market, which still represents almost half of the segment.

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The pure-play prediction market-operators, Polymarket and Kalshi, emerged from Week 1 as the clear winners. On one hand, Kalshi’s market share lead narrowed over its competitors, falling to 82% for the week ended 13 September, down from 86% a week earlier.

Still, Kalshi had a nine-fold lead over Polymarket, its next closest rival. Polymarket, meanwhile, led the group with 762,000 app downloads, edging Kalshi, DraftKings and FanDuel in the category. The downloads represented a 13,509% weekly increase and 25% of total category downloads, Polymarket wrote in a statement.

Across the market, operators delivered high double-digit gains compared with Labor Day weekend, which featured a full slate of college football games but no NFL contests. Two operators, DraftKings and Underdog each saw triple-digit growth, delivering weekly increases of 125% and 119%, respectively. Three others, Polymarket, Crypto.com and Novig, saw gains of at least 30%, led by Polymarket with a weekly increase of 46%.

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The deal extends to activations around the 2027 Super Bowl in Los Angeles. The companies have outlined provisions for hospitality programmes, VIP experiences, activations across several Mexican cities and official NFL merchandise opportunities for Codere Online’s customer base.

“This agreement strengthens our premium positioning while underlining our long-term commitment to Mexico, a market with an extraordinary passion for the NFL,” said Carlos Sabanza, director of sponsorships and public relations at Codere Online. 

By aligning with the NFL, Codere seeks to leverage marquee live events to boost customer engagement and enhance its offerings through unique fan experiences.