As online sports betting continues its march toward mainstream acceptance in countries around the world, major sports teams and leagues that once shunned any association with gambling have become far more willing to embrace it. This rising tide of sports sponsorships from betting operators seeks to ride the wave of growing fan engagement with Toto sport wagering.
Teams and Betting Brands Join Forces
A decade ago, sports organizations wouldn’t even consider sponsorship deals with gambling brands. Now, such partnerships have become commonplace.
In 2022, half of the teams in the English Premier League had a gambling firm as a primary shirt sponsor. Other major football clubs with similar betting sponsorships include FC Barcelona, Real Madrid, and Paris Saint-Germain.
This trend extends across other sports. The betting company brands the jerseys for both Bayern Munich football and the NBA’s Philadelphia 76ers.
North American sports leagues once strongly opposed sports betting but have softened their stance.
Driving Factors Behind the Surge in Deals
So why are so many teams and leagues now embracing sports betting sponsorships? Two key factors are driving the tidal wave of deals:
Money
Online sports betting has ballooned into a $66 billion global industry, creating an entirely new revenue stream for sports brands to tap. Even smaller deals can be highly lucrative, with sponsors paying anywhere from $500,000 for patch placements to over $100 million to be the main shirt sponsor of a top European football club.
These new revenue sources are increasingly important to teams and leagues looking to recover from huge losses during the pandemic, when empty arenas gutted critical ticket sales and game day spending.
Fan Engagement
Sports betting also presents a major opportunity for teams and leagues to drive higher fan engagement. As more fans bet on games in regulated online markets, they become even more invested in the sports they love.
Recent surveys show at least two-thirds of bettors say wagering makes watching sports more exciting. Broadcasters and advertisers are also taking notice, eagerly catering to this enthusiastic demographic with betting-focused content and promotions during games.
As a result, the industry is shifting from viewing sports betting as a threat to integrity to a new platform to expand and engage its audience.
Betting Sponsorships in Action
Sports sponsorships come in many forms, but most aim to maximize visibility before, during and after matches.
Here are some of the most prominent ways teams and leagues showcase betting brands:
Jersey Sponsorships
One of the highest-profile sponsorship placements is on a team’s kit. Jersey sponsors typically pay tens of millions per year for the privilege of putting their brand front and center.
In-Stadium Advertising
In-venue advertising during games provides another prime branding opportunity. Everything from LED boarding and banner ads along the pitch to naming sponsorship of stadiums and venues.
TV Ad Packages
Betting sites also sponsor TV ad packages on league broadcasts and club television networks, integrating their brand throughout pre-game, half-time and post-game programming.
Content Promotions
More recent deals provide sports betting sites access to a league’s logos, highlights and talent for branded content campaigns across social media and digital channels.
Online Sports Betting Sponsorship Deals Surge
| Year | Team/League | Deal Value |
| 2022 | English Premier League | Over $140 million total |
| 2021 | New York Jets (NFL) | $20–$25 million (3 years) |
| 2019 | NBA | 4 years, value undisclosed |
Future of Betting Partnerships
As acceptance of sports betting grows worldwide, expect even more blockbuster sponsorship deals between top-tier sports brands and the leading online wagering operators.
But teams can’t neglect responsible gambling practices in their rush to capitalize on betting revenue. Supporting problem gambling education, age verification, and monitoring controls will be key to sustaining positive momentum for this burgeoning sponsorship sector.