Sports betting sponsorships in the Americas rise 145% to over $1.45bn

The yearly value of sports betting sponsorship deals across the Americas grew 145% between 2020 and 2025, reaching more than $1.45bn, according to the Sponsorship Sector Report – Gambling & Betting – Americas 2026 produced by GlobalData. Over the same period the number of contracts rose 106.6%.

Football has become one of the main promotional channels, supported by its international reach, the continuity of its competitions and its digital audiences. An earlier GlobalData study found the sport accounted for $341.58m a year in betting and gambling sponsorships in the Americas in 2025, with 114 deals identified. Basketball ranked second with 101 contracts.

The United States and Canada account for much of the investment, with operators including DraftKings, FanDuel and BetMGM present in the sports ecosystem, according to the report. The main US leagues — the NFL, NBA, MLB and NHL — offer visibility through agreements covering teams, stadiums, broadcasts and digital platforms.

In Latin America, investment is directed particularly at football clubs and competitions with large audiences. The report cites Codere Online as an example, as official sponsor of the NFL in Mexico, an alliance that links the company to one of the main US sports competitions.

The figures reflect the growing commercial weight of sports sponsorships in betting companies' strategies, in a market where competition for visibility and brand recognition continues to intensify, the report said.