Football is still the best way to build brand awareness in iGaming

[Valge]

GlobalData just published a report confirming what most of us already suspected — football's unmatched scale makes it the top choice for gambling brands looking to grow their reach. This covers EMEA only (Europe, the Middle East, Africa).

Key numbers from the 2025 report:
Gambling companies spent $764.45 million on football sponsorship. The average deal value was $4.67 million. The biggest spend goes on league and tournament deals because long seasons with multiple matches create constant betting opportunities. Leagues and tournaments account for 23% of total contract value but carry higher average deal sizes. Team partnerships account for 45% of all sponsorship spend — matchday promotions, boosted odds, and welcome bonuses for fans.

The biggest deal of the year was bet365 and the UEFA Champions League — a 3-year contract starting August 2024. The exact value hasn't been disclosed, but for context, Heineken's Champions League sponsorship costs around $65 million per season.

GlobalData's sports analyst thinks this deal will set a new benchmark and trigger similar partnerships from other operators. The downside is that increased competition will push contract prices higher. There's also the regulatory angle — the Champions League's visibility will inevitably bring more scrutiny, particularly around advertising rules, public health, and responsible gambling requirements.

Curious whether anyone here thinks the bet365 deal will actually pay off at that price point, or whether the regulatory pressure it attracts will end up outweighing the brand value.

Source: globaldata.com/media/sport/soccer-dominates-emea-gambling-and-betting-sponsorship-in-2025-with-over-764-million-reveals-globaldata

[universal4]

iGaming is far more then sports. But the study was only about sports and only looked at bookies and not other igaming sectors.


Rick
Universal4