Bookmakers Allocate $764 Million to Football Sponsorship Across EMEA in 2025

^{Pictured: Betano is the title sponsor of Aston Villa Football Club}

Football remains the primary focus of bookmakers’ sponsorship investment in the EMEA region (Europe, the Middle East and Africa), according to a report by analytics firm GlobalData.

In 2025, football sponsorship spending reached $764.45 million, significantly exceeding investment in other sports. The report attributes football’s leading position to its large global audience and year-round match calendar. Most European leagues feature 18–20 teams, providing bookmakers with a broad range of sponsorship opportunities.

Operators allocate the largest sums to sponsorship of leagues and tournaments. Such agreements deliver season-long exposure and cover multiple matches under a single contract, creating regular opportunities to promote betting products.

The average value of a deal in this segment stands at $4.67 million. League and tournament sponsorship accounts for 23% of the total value of all sponsorship agreements in the sector. On average, these contracts are larger than partnerships with individual clubs.

Team partnerships represent up to 45% of bookmakers’ total sponsorship spending. These agreements enable operators to launch targeted welcome offers for fans, match-specific promotions, enhanced odds, and to promote live betting through broadcasts and digital platforms.

GlobalData sports analyst Olivia Snooks said bookmakers invest in football because the sport offers higher margins. Matches are played almost daily across domestic leagues and UEFA competitions, providing continuous marketing opportunities.

Among the top 10 sponsorship deals of 2025 by annual value, agreements linked to UEFA competitions and other football assets dominate.

The largest deal identified in the report is the partnership between UEFA and Bet365 in connection with the Champions League.

Gambling Park notes that Bet365 became an official sponsor of the Champions League in August 2024 under a three-year contract.