The Betting Industry Gains Ground in Football

The betting industry is booming and increasingly visible in the world of football. FIFA estimates that the business volume generated reaches billions of dollars.

According to a recent Global Data Sponsorship Sector Report – Gambling & Betting, sponsorship agreements between betting and gambling companies and football in the Europe, Middle East, and North Africa (EMEA) region amounted to around US$764 million last year.

The Global Data Sponsorship Sector Report – Gambling & Betting highlights football’s unmatched reach in terms of audience, year-round visibility, and concentration of premium rights, as well as the sponsorship inventory created by the deep structure of European leagues, with roughly 18 to 20 teams per league in many countries. This makes football the top priority for betting brands seeking maximum exposure and customer acquisition.

Gambling brands mainly invest in sports series sponsorships, as these deals provide continuous exposure throughout the season, making them more efficient than sponsoring individual teams or events. However, the report also notes that since 2023, agreements have slowed due to stricter regulation and industry consolidation.

Although betting sponsorships represent only 23% of the total value of agreements, they offer the highest average value per deal—up to US$4.7 million—since they provide high-frequency exposure throughout the season, tied to repeated betting moments across matches and broadcasts, all through a single centralized agreement.

The most significant deal is the UEFA Champions League partnership with Bet365. In August 2024, Europe’s football governing body named the betting company as the official sponsor of the Champions League for the 2024–2027 cycle, making it the first sports betting brand to secure a partnership of this level. The agreement provides major visibility through LED perimeter advertising in stadiums, media backdrops, and the Champions League’s official digital channels.

The Premier League Stands as the Exception

The ban imposed by England’s top football division on betting sponsorships on the jerseys of its twenty clubs, starting with the 2025–2026 season, forces nine teams to secure new sponsors for the upcoming campaign, which kicks off in four months. The decision represents a loss of €90 million in club revenues.

This situation opens the possibility that some of these teams may begin the next season without any sponsor on the front of their shirts.

Beyond what is happening in the Premier League, for many institutions around the world, sponsorship agreements have become a central source of revenue alongside broadcasting rights, player transfers, and membership fees.