This study examines the influence of betting companies on the behavior of Brazilian football fans, focusing on behavioral changes driven by sports betting marketing and sponsorships. The research analyzed the relationship between increased football viewership and fan engagement with less popular competitions, while also considering the ethical and social implications of this interaction. Using survey data collected from fans, the study highlights how betting advertising boosts fan interest and fosters increased betting activity. However, it also raises concerns about the need for regulations that ensure responsible advertising and protect consumers from excessive practices. In conclusion, the study offers recommendations to balance financial support for football and safeguard fan interests.