Key Findings
Contents
- More than one-third (37%) of Brazilian fans intend to wager on the 2026 FIFA World Cup, with 77% planning to engage with the tournament overall
- Betting on match results leads all categories at 51%, with goal count wagers following at 26%
- Traditional broadcast television dominates viewing preferences at 73%, streaming services capture 31%
- The tournament features 48 nations competing from June 11 through July 19 in North America
- Current odds favor Spain for the championship, with Kylian Mbappé leading top scorer predictions
Recent research indicates that a significant portion of Brazilian football enthusiasts are preparing to wager on the upcoming 2026 FIFA World Cup. Market research company Kantar conducted the study in November 2025, gathering responses from 600 individuals throughout Brazil.
The findings reveal that 37% of participants plan to place bets during the tournament. Meanwhile, an even more substantial 77% indicated they will follow the competition through various means.
The global football championship is scheduled to take place between June 11 and July 19, 2026. Three North American nations—the United States, Canada, and Mexico—will serve as co-hosts.
This edition marks a historic expansion, featuring 48 competing nations instead of the conventional 32-team format. Tournament officials project a worldwide viewership reaching as high as 5 billion people.
The unprecedented scale positions this event among the most significant sporting spectacles ever organized. This magnitude has captured the attention of gambling companies and commercial sponsors across the globe.
Result-Based Wagers Dominate Preferences
For those intending to place bets, wagering on match results stands as the clear favorite. Survey data indicates that 51% of potential bettors prefer staking money on which team prevails in specific contests.
Wagers focused on total goals scored ranked second, attracting 26% of respondents. Bets predicting the overall tournament champion drew interest from 18% of those polled.
More specialized match result markets appealed to 10% of participants. Predictions for the tournament’s leading goal scorer represented 8% of responses.
This tendency toward result-based wagering indicates that most bettors gravitate toward uncomplicated betting options. These wager types also represent the most commonly available offerings from gambling providers.
Brazilian Viewing Preferences Mapped
Traditional over-the-air television maintains its position as the primary method Brazilians will use to watch World Cup matches. Specifically, 73% of survey participants identified this as their chosen viewing platform.
Subscription-based television services ranked second with 39% support. Online streaming platforms captured 31% of preferences.
Social media channels attracted 23% of respondents as a viewing option. Radio emerged as the least popular choice at merely 4%.
The research demonstrates that fan engagement now encompasses far more than simply watching games live. Approximately 68% of those surveyed indicated plans to follow tournament-related news coverage.
Half of all participants expressed interest in consuming memes and participating in social media conversations. Video highlights appealed to 38% of respondents, while match statistics interested 32%.
This reveals a complex, multi-platform consumption behavior where supporters interact with the championship through numerous channels simultaneously. While television broadcasting maintains its lead, digital platforms continue gaining importance.
The Kantar research did not publish its statistical margin of error or comprehensive demographic details. The 600-person sample represents a relatively modest portion of Brazil’s population exceeding 200 million.
Nevertheless, these results mirror wider trends in how Brazilian sports enthusiasts engage with major international tournaments. Wagering has evolved into a more prominent element of the sporting landscape within the nation.
Regarding current betting markets, preliminary odds from leading operators position Spain among the tournament favorites. French striker Kylian Mbappé ranks among the frontrunners for the Golden Boot award.
As the June 11 opening match draws nearer, wagering activity throughout Brazil is anticipated to intensify substantially during the upcoming months.
