According to a recent study published by Sportcal, football, horse racing and basketball are the modalities that most aggregate sports betting companies. Together, they invest a total of US$ 330.5 million a year in 358 sponsorship deals. A highlight was the Turkish Spor Toto, with five active businesses and US$ 29.5 million in investments.
Unknown to the Brazilian market, it outperforms British companies such as Betway (US$ 23.1 million), West Ham's master sponsor, and Unibet (US$ 22.5 million). To figure in the shirt of the Premier League club, the company disburses £ 10.26 million per year.
Regarding football clubs, worth a contextualization. Of the 358 active businesses, the associations represent 58% of agreements with companies in the sector. Only in Championship, the English second division, more than 70% of the teams have a company of the segment as a shirt sponsor. British online casinos Brand 32Red is in five uniforms. Horse racing, with 14%, and basketball, with 6%, close the TOP3 of the industry.
In England, it is important to note that the country's bookmakers association has reached an agreement to ban the use of TV advertising during the broadcast of sporting events. The veto aims not to encourage people to spend more money on gambling, as it is released in the country and is one of the main sources of revenue for the sports sector. The move follows political pressure on the amount of advertising betting on television, which hit the 90-minute mark of ads displayed during this year's World Cup.
"Due to marketing and advertising restrictions in various territories, the gambling industry has been unable to firm itself outside certain key markets. In the United Kingdom, for example, branded betting partnerships are well established and numerous, especially in sports such as football and horse racing," said Conrad Wiacek, Sportcal's head of sponsorship.
"Horse racing is particularly dependent on the betting market, but football has leveraged betting partnerships with a tremendous effect, with many smaller teams using partnerships with industry brands to significantly increase their sponsorship revenues," he added.
Finally, the study highlights the new regulations for partnerships involving market players in the United States. Delaware, Missouri, Nevada, New Jersey, and West Virginia have passed laws that allow this kind of alliances. Another 13, led by New York, Pennsylvania and Rhode Island, have already proposed legislation to follow suit.
As MKTEsportivo anticipated, starting next season the NFL will now allow bookmakers to sponsor the teams. The measure of the league follows a ruling by the United States Supreme Court that voted to legalize sports betting in the country. On the other hand, some rules must be followed, for example, the impossibility of announcing explicitly the companies of the sector. For example, it is allowed that the teams receive investments by offering advertising space in pre- and post-match programs.
In the US, the NBA was the first major sports league to exploit the change by announcing a US$ 25 million deal with MGM Resorts International, which became the league's official gaming partner including the WNBA.
As a result, Sportcal predicts that the betting sponsorship market will reach US$ 232 million by 2020 in the US, and could double to US$ 475 million by 2024 if the seven states follow the intended release.
Source: GMB / MKT ESPORTIVO
