Americas Gambling and Betting Sponsorship Landscape - Analysing Biggest Deals, Latest Trends, Top Sponsor Brands and Sponsorship Sector

An analysis of the betting & gambling sponsorship industry within the Americas as well as a larger look at major global deals.

Draftkings and BetMGM are the two most active brands within the betting sector with 23 and 22 active partnerships in 2023 respectively thanks to significant partnerships with American sports teams including the Boston Red Sox. Annually, the sponsorship values for each of these brands amounts to $173.1 million and $131.8 million respectively for Draftkings and BetMGM. However, total deal spend for DraftKings is significantly higher due to the brand having more long-term agreements. DraftKings' sponsorship spend accounts for 18.7% of the annual spend within the betting sponsorship sector in the Americas, which is the largest proportion from any one specific brand.

Soccer is the most attractive sport to sponsor for betting brands within the Americas despite the popularity of other sports within North America, with 68 active deals. The total value of soccer deals accounts for 16.7% of the annual value, due to many of these deals being worth a lower value compared to the other American sports leagues. The highest value generating sport was basketball, with 22.8% of annual spending stemming from deals with this sport. This value is driven by the NBA, with various high-value partnerships with both the league and its individual teams.

191 of these active deals are from brands who are headquartered in the Americas, indicating that much of the sponsorship in the region comes from brands closer to home. The fact that 68.7% of the deals in this dataset are from brands headquartered in the Americas indicates the growing strength of the betting industry in the region. Additionally, 23 of the deals included in this analysis are global deals, which are active in the Americas as well as all other regions, and these account for some of the most sizable deals.

Who Should Buy

Investors who are attempting to understand the current dynamics of betting and gambling companies and their forays into sports sponsorship.

Sports industry professionals who want a detailed analysis on some of the betting industry's bigger deals within sports sponsorship.

Sports industry workers who want further information regarding recent controversies regarding the betting sector, and how this has affected sponsorship.

Key Highlights

As of 2nd May 2023, there are a total of 278 active deals with betting brands in the Americas, with much of this deal volume being accounted for by deals individual teams. In terms of value, basketball has the highest value deals across any sports, with this largely being driven by significant global deals with Sportradar. The brand are also the primary driver for value within soccer deals, due to their global deal with UEFA being worth a staggering $40 million a year.

Looking at the most active brands in the region, both DraftKings and BetMGM are headquartered in the US, and are both major drivers of deal volume in the Americas, thanks to each having 23 active deals apiece. Driving value here are major deals with the UFC and the MLB, with these deals being worth approximately $70 million and $25 million respectively. Many of the biggest deals within this dataset are for properties based exclusively in the US, which highlights the strength of their sporting leagues as well as their general popularity and commercial pull. Other major deals that fall into this category include an agreement between the NHL and Sportradar, as well as NBA's deal with Fanduel. Combined, these annual deal values amount to $47.5 million, which highlights some of the sizable sums that certain sporting properties are able to command. These partnerships are only likely to increase in value as time goes on and these agreements strengthen.

Scope

• This report provides an overview of the betting and gambling sponsorship sector in the Americas region
• The report identifies the key brands operating in the sector, including the most active brands and the ones with the highest spend
• A look at which sports are the most frequently sponsored by betting brands, and how they are benefiting from these deals
• A detailed look at what specific countries in the Americas are the most active when it comes to sponsorship, and how this compares to global deals from other regions around the world

Reasons to Buy

• For those wanting an in depth analysis of how the biggest partnerships active in the sector
• Discusses why some brands are more active than others, and how this is affected by the sports that are most popular in their regions
• The publisher's thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.