Sofascore attended BiS SiGMA South America in São Paulo, one of the most important annual gatherings for sports betting, media, and technology in Latin America. The event brought together operators, agencies, and media groups at a moment when Brazil’s regulated betting market is firmly past its opening phase and moving toward its next one.

A market shifting gear

The mood in São Paulo reflected a broader change in how global operators are approaching Brazil. Conversations at SiGMA South America were no longer centered on whether to invest in the market. They were about how to scale efficiently and position for the long term, with the World Cup cycle increasingly driving commercial timelines.

Ricardo Peixoto, Country Manager for Brazil at Sofascore, came away with a clear read on where things stand:

What Sofascore brought to the table

For Sofascore, that shift is a natural opportunity. Brazil is already the platform’s largest and most engaged market worldwide, and the team arrived in São Paulo with a clear message: Sofascore is the central media environment for fan engagement, and the most effective way for brands to extend their presence beyond matchday.

The team showcased the Brand Takeover concept, which allows commercial partners to activate within the Sofascore platform at scale, connecting with fans in the moments that matter most. The approach reframes how betting operators and media brands think about sponsorship value, moving beyond the traditional matchday slot toward something more continuous and data-driven. Strategic meetings ran throughout the event with operators, media groups, and agencies, with partners including Bet365, Betano, and Superbet among those engaged during the summit.

Looking ahead

The World Cup cycle is the backdrop against which every conversation in São Paulo was framed, and Sofascore is positioning accordingly. “We want to be the platform where fans live sport and where brands find their most engaged audience. The World Cup cycle is accelerating everything, and we intend to be at the centre of it,” Peixoto added.

Read more: Sofascore Appoints Ricardo Peixoto as New Country Manager for Brazil

SiGMA South America reinforced what Sofascore has been building toward in Brazil: deeper commercial relationships, stronger local partnerships, and a platform infrastructure ready to support the scale the next two years will demand.