Sportingbet
One of the oldest online betting brands, now an Entain brand
Sportingbet is one of the oldest online betting brands still trading — it launched in 1998 — and today sits inside Entain. In Brazil it operates under Portaria SPA/MF nº 247, issued 7 February 2025.
Its position in Brazil is unusual: the brand has been familiar to Brazilian bettors for far longer than the regulated market has existed, which is an acquisition advantage that money cannot buy quickly. Whether that recognition converts under regulation, alongside operators spending heavily on sponsorship, is the open commercial question.
As an Entain brand, technology and procurement decisions sit largely at group level. A supplier approaching Sportingbet Brazil should establish early whether the conversation that matters is in São Paulo or in London.