2024 Gambling Sponsorship in Sports: Differences Between the US and Europe

The recent report centred around gambling service providers sponsoring sports teams in the US has provided an opportunity for a comparative analysis of key differences and similarities with other regions such as Europe. By highlighting trends and the impact of regulatory guidelines, this report paints a clear picture of the growth factors involved in the intersection of online sportsbooks and casinos with individual teams, sports venues, and broadcasting services.

One of the factors that play a crucial role in such sponsorships is the legalization of both gambling activities in and of themselves, as well as the regulation of gambling advertising. With the US having a quilted patchwork of regulations, Europe and the UK have surpassed this region by having more linear legislation in each country that lays out the groundwork for potential sponsorship relationships.

European countries like Italy, Spain, and Germany alongside the UK are leading hubs. Teams like AC Milan sponsored by platforms such as TG Casino drawing supporters to leverage their Telegram casino bonus offer and flexible payment methods enabled by this unique iGaming model. The growth of individual team sponsorships in European countries is a way to navigate a restrictive stance of gambling advertising, especially during game broadcasts.

This marks a similarity with the US since according to the report, several high-profile platforms that are expanding to sports betting following recent milestones in the regulation of this form of gambling have also targeted popular teams, especially within the NFL and other major leagues. However, some of the main differences are that in the US, gambling sponsorships are regarded as an emerging concept in most states since the trend only started intensifying after the 2018 repeal of the Professional and Amateur Sports Protection Act.

After this milestone, several teams like the New York Giants received sponsorship deals alongside several sports arenas and individual players. Sports cultures and communities are an important factor that is taken into consideration, since football is one of the most targeted sports in the US as opposed to soccer in Europe with the Premier League’s gambling sponsorship field valued at £125 million in 2024.

Meanwhile, the largest deal in American football is valued at $40 million between the NFL and Caesars Entertainment. A comparative analysis between these figures reflects that there are some differences in deals executed in different regions around the world stemming from market maturity as countries with more mature online sports betting and digital casino platforms don’t seem to invest the same as newer entrants into sponsorships.

Therefore, since the US is still in the earlier stages of legalized sports betting and iGaming providers are hedging into this market, there is understandably more money flowing into partnerships that play an important role in brand awareness without infringing on statewide gambling advertising laws. Whereas, Europe has a longer track record of integrating gambling into mainstream sports which has allowed a more uniform regulatory framework in each country that serves as a guide for operators.