Online Gambling and Sports Sponsorships

Online gambling and sport sponsorship

Athletics organizations and gambling companies have been business partners for a long time. During football season, professional sports leagues are accepting more and more sponsorship from online casinos and betting companies. As the online casino industry continues to grow, and the legal environment continues to relax around sports betting, gambling companies are taking advantage of a prime advertising opportunity.

A Mutually Beneficial Partnership

Have you ever wondered why beer companies often sponsor sports teams? It is not because the athletes are being fueled by a refreshing lager out on the field. Sports fans love beer. Not only are stadiums packed with the beer company’s target audience, but they are also the perfect venues to make direct sales. 

Just as brewing companies set up beer tents and kiosks to sell their products, gambling companies can make a lot of money both inside the stadium and through the internet. By forming partnerships with sports teams, online gambling and sports betting platforms can reach their target audience directly. 

The English Premier League

The English Premier League earns millions of dollars from sponsorships each year. Sponsorship money comes from a variety of industries, but the presence of online casinos is becoming ever more apparent. 

Burnley, Bournemouth and Newcastle United are some of the seventeen teams to wear the logo of a gambling company on their shirts. Two notable examples of sponsorships by industry leaders, William Hill and Betway, are their sponsorship deals with Tottenham Hotspur and West Ham United.  

Off the pitch, top clubs like Manchester United boast official partnerships with betting brands. There are only three clubs that do not have a partnership with a gambling site. For the others, it makes it much easier for fans to place bets on their favorite teams. 


The legal environment in the USA is much more relaxed about this kind of partnership these days. Sports betting is legal in many more U.S. states this football season. In 2018, the Supreme Court struck down a law that banned sports betting, and in over 12 U.S. states, sports gambling is now legal. 

The National Football League is the most bet-on professional sports league in the world. There was a longstanding ban in place which was reversed in 2018. The league is now open to accepting deals from casinos, although there are some restrictions. Teams are allowed to receive advertising from casinos and daily fantasy sites, but only during pre and post television programming. 

On the flip side of the deal, casino advertisers are also allowed to display NFL team logos for their own marketing purposes. An increasing number of partnerships are forming. Currently, the NFL has an official partnership with the casino company Caesars Entertainment Corp. The league is also a formal data provider for the sportsbook from Sportradar AG, a Swiss company.

According to Legal Sports Report, fantasy betting company DraftKings issued a joint press release announcing that “DraftKings is now the official daily fantasy partner for the king of the U.S. leagues.” The NFL is now planning to integrate the brand.

Football is not the only U.S. sport involved in gambling sponsorship deals. Many U.S. professional basketball, hockey, baseball, and soccer leagues have named sportsbook operators as their official partners. 

The Future

Next time you’re watching your favorite sport, look at how many advertisements there are for sports betting. The chances are that there will be an increase in the number of online gambling advertisements that we see during major events, like the Superbowl and the World Cup. These sports/gambling relationships have massive growth potential for everyone involved.