Watch: Anna Maria Baccaro on how media can bridge sports betting industry gaps in Latin America

Sports journalist Anna Maria Baccaro has outlined how ethical storytelling and responsible journalism can transform the relationship between sports media and the betting industry across Latin America, speaking exclusively at the recent SiGMA BiS South Americas 2025 in Brazil.

During the candid interview, Baccaro emphasised that sports media and betting represent “two worlds that can work together” to create positive projects that amplify communication, particularly within football coverage. Drawing from her extensive experience covering Italian and European football, she identified these sectors as “inseparable” in modern sports journalism.

The Italian sports journalist highlighted ethical storytelling as a crucial mechanism for raising public awareness about gambling risks whilst maintaining editorial integrity. “Ethical storytelling about betting can bring awareness about gambling risks and create projects with editorial value,” Baccaro explained, challenging industry stereotypes that position betting solely as an addiction risk.

Her perspective on Brazil’s current regulatory landscape draws parallels with Italy’s regulatory evolution four to five years ago. Baccaro suggests that whilst regulations may not dramatically alter working methods, they reinforce the responsibility that “must be observed” when covering gambling content with appropriate sensitivity and awareness.

Looking forward, Baccaro positions sports journalists as ideal connectors between fans, sports organisations, and the broader betting ecosystem. She outlined practical collaboration models including podcasts sponsored by bookmakers that involve football teams and supporters, alongside television programmes featuring tipsters and football legends.

“Fans are the heart of football, of our world,” Baccaro noted, describing how journalists can facilitate meaningful connections through various content formats. These initiatives, often powered by bookmakers, create opportunities for informed engagement whilst maintaining journalistic standards.

The interview reveals how responsible betting content can emerge through structured partnerships between media professionals and industry stakeholders. Baccaro’s approach demonstrates that journalists can serve as trusted intermediaries, delivering valuable content that respects both sporting passion and betting awareness. Her insights emerge as Latin America’s betting markets continue to expand, with regulatory frameworks evolving across multiple jurisdictions. The conversation highlights how traditional sports journalism adapts to incorporate betting content without compromising its editorial principles.

Watch the complete exclusive interview with Anna Maria Baccaro on SiGMA TV. Stay tuned for more exclusive interviews and industry insights coming from SiGMA Asia next week, June 1-4, in the Philippines, where leading industry voices will share their perspectives on the evolving landscape of sports betting and hot topics in the iGaming industry.