EMEA (Europe, Middle East and Africa) Gambling and Betting Sponsorship Landscape – Analysing Biggest Deals, Latest Trends, Top Sponsor Brands and Sponsorship Sector, 2022 Update
The gambling and betting sector remains a key partner to the sport sponsorship industry and continues to be closely connected to the EMEA sport market, with 188 betting brands currently engaging with rights holders across the territory. The betting and gambling market has seen significant expansion in recent years, with online betting and improved offerings for sports fans and customers creating a dense market with numerous brands operating online, with high street vendors becoming increasingly rare.
The EMEA (Europe, Middle East and Africa) gambling and betting sponsorship landscape report studies the extent and scale of the sports betting sponsorship market in the EMEA region. Soccer remains the most attractive market to betting sponsors, with brands heavily invested in European soccer with the majority of teams in Europe’s top five leagues holding at least one betting sponsor. Typically brands focus on domestic partnerships, with European brands the biggest spenders, though several online betting brands based in Asia have secured partnerships in European soccer, particularly in front of shirt partnerships.
What are the market dynamics of the gambling and betting sponsorship industry in EMEA?
The betting and gambling market has seen significant expansion in recent years. Online betting and improved offerings for sports fans and customers create a dense market with numerous brands operating online and high street vendors are becoming increasingly rare. The Spanish sports market is most heavily partnered with Russian betting brands. All these partnerships are agreed upon on a regional basis in territories across Eastern Europe. Regional partnerships have been the only way Spanish rights holders have been able to circumvent the country’s new anti-gambling advertising legislation. Several UK-based rights holders have also partnered with Russian betting brands.
What is the regional outlook of the EMEA gambling and betting sponsorship industry?
Gambling and betting sponsorship in Europe
European betting sponsorship accounts for the majority of the EMEA region’s sponsorship value. Its value is tied to its size, development, and population, with more sports teams, rights holders, and fans than in the Middle East and Africa, where sporting infrastructure is on the whole less developed, with European sports properties still the coveted products among spectators and broadcasters.
Gambling and betting sponsorship in the Middle East
Only one betting sponsorship deal is held in 2022 by a Middle East rights holder, with basketball side Hapoel Unet Holon holding a partnership with Winner Toto, the Israeli betting firm. For the most part, gambling and sports betting is illegal in the region, making sports sponsorship deals restricted.
Gambling and betting sponsorship in Africa
14 betting sponsorship deals are active across Africa in 2022. The continent’s biggest deal is Betking Kenya’s deal to act as title sponsor of the Kenya Premier League.
EMEA gambling and betting sponsorship landscape, by key regions
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What are the key sectors in the EMEA gambling and betting sponsorship industry?
The key sectors in the EMEA gambling and betting sponsorship landscape are soccer, basketball, motorsport, cycling, ice hockey, multi-sport game, horse racing, handball, esports, and golf. Soccer is comfortably the most popular sport in Europe and Africa, both in terms of participation and viewing. Basketball’s value, while popular across mainland Europe, is mostly driven by the Euroleague Basketball competition. Handball appears as the second most active EMEA sports market, with many handball teams across Europe seeing a betting firm in their portfolio. The largest handball markets in Europe are Hungary and Germany.
EMEA gambling and betting sponsorship landscape, by key sectors
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What are the key brands in the EMEA gambling and betting sponsorship industry?
Some of the key brands in the EMEA gambling and betting sponsorship industry are Sportradar, Bwin, Betway, Parimatch, Unibet, Bet365, Sportsbet.io, betmgm, Tebwin, Stake.com, Fun88, and Defabet.
EMEA gambling and betting sponsorship landscape, by key brands
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Market report scope
| Key sectors | Soccer, Basketball, Motorsport, Cycling, Ice Hockey, Multi-Sport Games, Horse Racing, Handball, Esports, And Golf |
| Key brands | Sportradar, Bwin, Betway, Parimatch, Unibet, Bet365, Sportsbet.io, betmgm, Tebwin, Stake.com, Fun88, and Defabet |
The report covers all active deals between betting brands and rights holders within the EMEA region. This covers the most active brands and biggest spenders, while also uncovering the most valued sporting and geographical markets. The report also provides insight into the close links between European soccer and betting partners, with major clubs in Europe holding the betting front of shirt partners.
Key Highlights
Just shy of half a billion was estimated to have been spent by betting sponsors on European soccer during the 2020/21 season. As the number one sport to bet on internationally, the European soccer market attracts betting brands from both within Europe and overseas, particularly those situated in Asia. This is because the global popularity of the game offers Asian-facing betting operators the opportunity to circumvent domestic gambling advertisement regulations and reach their previously hard-to-reach market through exploiting a “white label system”, whereby intermediariesare paid to grant licenses to operate in specific markets.
Stricter gambling advertisement regulations are threating to leave a significant hole in the commercial revenues of many EMEA sports properties. Meanwhile, a loosening of sports betting restrictions in North American market is leading to a seismic shift in the global betting sponsorship landscape as bookmakers shift their attention towards the lucrative US market.
Reasons to Buy
Readers will gain an insight into the biggest brand spenders which geographical markets are the most attractive to betting and gambling firms. The report will provide readers with an understanding of the direction of sponsorship spending, from brand spender per location to the most valued sports properties and markets.
Key Players
Table of Contents
Frequently Asked Questions
The key sectors in the EMEA gambling and betting sponsorship landscape are soccer, basketball, motorsport, cycling, ice hockey, multi-sport game, horse racing, handball, esports, and golf.
Some of the key brands in the EMEA gambling and betting sponsorship landscape are Sportradar, Bwin, Betway, Parimatch, Unibet, Bet365, Sportsbet.io, betmgm, Tebwin, Stake.com, Fun88, and Defabet.
The key leagues associated with the EMEA gambling and betting sponsorship industry are Premier League, Bundesliga, UEFA, Ligue 1, Premira Liga, Formula 1, EFL Championship, La Liga, Serie A, Euroleague Basketball, and Eredivisie.
The biggest deals in the EMEA betting sponsorship market are UEFA &Sportradar, Formula 1 & Sportradar/ISG, Swedish FA and Unibet, Manchester City and Marathonbet,, German FA and bwin, West Ham United and Betway, French Football Federation and PMU, English Football League and Skybet, Southampton FC & Sportsbet.io, Primeira Liga & bwin, La Liga & Parimatch, and Wolverhampton Wanderers & ManBetX.
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