CPI of BETs: research points out that celebrities associated with BETs are perceived as “less reliable”

On Tuesday (13th), influencer Virginia Fonseca appeared at the Federal Senate after being summoned to testify at the Parliamentary Inquiry Committee (CPI) on Bets. Among other statements, the influencer said she does not regret the advertisements she made for betting companies. 

A survey conducted by the Center for Applied Marketing Studies (CEAM) at ESPM identified that, despite the continued high demand for BETs, even with government regulation, the reputation of celebrities is moving in the opposite direction. The poor reputation of the category means that celebrities associated with these brands are perceived as “less trustworthy” by 68% of respondents. The survey, conducted in November 2024, analyzed consumer behavior on online betting sites.

Reputation, however, does not affect the perception of football clubs sponsored by BET brands. In fact, among respondents, there is a trend towards increased betting in the future: if a BET brand sponsors the respondent's club, 39% say they will bet frequently, while 41% say they intend to bet more in the future, should this occur. Among respondents, 43% state they like these brands as sponsors of their teams.

“Through the survey, we gained an understanding of how BETs are perceived across different aspects. This is a topic that has been the subject of much discussion in the country currently. Our goal is to identify the behavior of these consumers and potential paths for the brands to follow,” says Evandro Luiz Lopes, Academic Director of Research and Stricto Sensu Graduate Programs at ESPM, a reference school and authority in Marketing and Innovation focused on business.

Also according to the survey, 23% of respondents spend 10% or more of their monthly budget and intend to continue “investing.” For 44% of respondents, the perception is that BETs are regulated but are not honest. 

Despite the contrast between high demand and the perception of not being a trustworthy channel, the main factor that maintains and motivates people of different age groups to persist as users of these platforms is the expectation of winning money. When asked openly about their motivation for betting on BETs, 24% responded with winning money. It is no coincidence that the survey also identified that this modality already occupied 2nd place among the games consumed by respondents, accounting for about 25%, behind only the Lottery.

Methodology 

With a confidence level of 95%, the survey, conducted by CEAM - the Center for Applied Marketing Studies, interviewed 400 users of betting sites across Brazil during November 2024. In addition to attitudinal aspects, the Center evaluated aspects of brand recall, relationship with sponsored clubs, and celebrities in the context of online betting companies.