Every sportsbook wants exposure and results, but how many truly activate their brand when the spotlight is on? Well, sponsorships alone don’t cut it because the real engagement happens when a betting brand becomes part of the action itself.
The surge in betting during live sports is not just a coincidence but rather psychology in motion. In this article, we’ll explain how operators can move beyond passive sponsorships and tap into strategic activations that drive conversions, boost retention, and turn sporting events into powerful revenue engines.
The Psychology of Sports Fans and Betting Behaviour
Nothing heightens the drama of a sporting event quite like having money on the line. Fans aren’t just watching, they’re living every moment, and for many, placing a bet is the ultimate way to be part of the action. This phenomenon is deeply rooted in the psychology of sports fans, where emotional investment and team loyalty play key roles.
According to a survey (Statista 2017) that asked US consumers what they liked about betting on sports, many individuals engage in sports betting because it increases excitement and interest, making the game more intense when watching and betting simultaneously.
Fan loyalty further influences betting behaviour. Devoted supporters often place wagers on their favourite teams, driven by a desire to demonstrate allegiance and optimism. This emotional connection can sometimes cloud judgment, leading to biased betting patterns that favour personal preferences over objective analysis. As another study highlighted, sports fans who gambled on their favourite teams were likelier to make decisions based on emotional attachment rather than logical thinking.
Understanding these psychological drivers is helpful for sportsbook operators. By recognising the deep-seated emotions and biases that influence betting decisions, operators can craft marketing strategies that resonate with the deep-seated passions of fans to ultimately promote increased brand loyalty and engagement.
Sponsorship in Sports Betting
Few industries thrive on passion and loyalty quite like sports betting, making sponsorships a natural gateway to brand visibility. Sponsorships offer sportsbooks a direct link to an audience that thrives on competition, strategy, and high-stakes moments. The key lies in choosing the right avenue, whether through team sponsorships, event partnerships, or individual personality endorsements. Each offers a unique way to strengthen brand recognition and customer loyalty.
Team sponsorships cement a sportsbook’s presence within a club’s identity. From branding on jerseys and training kits to visibility in the stadium, these partnerships build an emotional bridge between the operator and devoted fans. The power of association is undeniable. When a betting brand shares a kit with a beloved club, it naturally earns credibility and trust among its supporters.
Event sponsorships bring even greater exposure, aligning a sportsbook with the defining moments of the sporting calendar. Whether it’s the FIFA World Cup, the Champions League, or the UFC, these partnerships place a brand at the centre of global sporting conversations. Exclusive marketing rights, in-stadium activations, and premium hospitality experiences offer additional channels to engage potential customers.
Then there are personality sponsorships, where operators leverage the credibility and star power of individual sports professionals and athletes. Fans are drawn to their favourite players, and when an athlete endorses a sportsbook, it creates an intimate and personal connection that other sponsorship types simply cannot replicate. This is highly effective when it’s a retired football legend or an active fighter in the UFC, with sponsorship deals like this providing sportsbooks with relatable, humanised engagements.
Why Sports Sponsorship Works for iGaming Operators
A well-placed sponsorship can do more than put a sportsbook’s logo on a jersey; it can turn a brand into a household name. By aligning with the world’s biggest sporting names and events, operators secure a front-row seat to the passion, loyalty, and excitement that fuel the industry.
These partnerships also provide massive reach and brand exposure, as seen with Bet365's collaboration with the UEFA Champions League, elevating the brand's global profile. Moreover, sponsorships unlock exclusive marketing and promotions, enabling operators to create unique campaigns that resonate with targeted audiences and thereby strengthen their market position.
Lessons from Successful iGaming Sponsorships
The following case studies highlight how tailored sponsorship strategies can significantly elevate brand visibility and engagement in the iGaming industry, leading to increased user acquisition and market share.
Betway & English Premier League Clubs
Betway has strategically partnered with several English Premier League clubs, including a recent agreement with Chelsea as their Official European Betting Partner. This collaboration allows Betway's branding to feature prominently at Stamford Bridge, enhancing visibility among a vast fan base. Such partnerships have cemented Betway's presence in top-tier football, demonstrating the effectiveness of aligning with prestigious teams to boost brand recognition.
Betano & UEFA Europa League
Betano, under Kaizen Gaming, secured a three-season global sponsorship of the UEFA Europa League and UEFA Conference League starting from the 2024/25 season. This alliance offers Betano extensive exposure across European football, connecting with a diverse audience of sports enthusiasts. The partnership emphasises Betano's commitment to expanding its market presence through strategic sports engagements.
Stake.com & Drake
Stake.com has collaborated with Canadian musician Drake, engaging in exclusive live-streaming events where Drake placed bets and interacted with fans. This partnership combined entertainment with betting, attracting a broader audience and enhancing Stake.com's brand visibility. The collaboration demonstrated how aligning with high-profile personalities can create unique promotional opportunities, driving user engagement and expanding market reach.
Marketing Activations Around Sporting Events
Sponsorships put a brand’s name in the spotlight, but true brand activation is about stepping onto the pitch and getting involved in the game. Instead of passive logo placements, these initiatives create direct moments with fans, immersing them in experiences that spark excitement, interaction, and loyalty. These activities transform casual spectators into active participants when executed well, leaving a lasting imprint far beyond the final whistle.
On-Site Brand Activations at Sporting Venues
On-site brand activations are live, interactive marketing experiences that bring betting operators directly into the heart of sporting events. Rather than relying on static sponsorship placements, these activations immerse fans in memorable brand encounters, whether through interactive fan zones, betting lounges, augmented reality (AR) experiences, or VIP hospitality packages.
A well-executed activation transforms brand awareness into engagement. For example, at major football tournaments, sportsbooks have introduced live in-game betting kiosks and exclusive hospitality suites, offering high-rollers premium access while reinforcing brand credibility. Similarly, ticket giveaways and behind-the-scenes meet-and-greets can also raise the betting brand’s status, promoting deeper customer connections.
By integrating digital and real-world interactions, on-site activations make the sportsbook experience tangible, memorable, and intimately connected to the passion of live sports.
Digital Marketing Activations for Sporting Events
In essence, digital marketing activations are strategic online initiatives designed to engage fans during sporting events to enhance brand visibility and social interaction. For instance, by encouraging real-time engagement on social media platforms, brands can share live betting insights, conduct polls, and encourage fan participation to create a sense of community and immediacy.
Collaborating with influencers and ambassadors amplifies reach, as their endorsements resonate with dedicated follower bases to drive authentic engagement. By understanding how influencer marketing can impact audience trust and betting behaviour, operators can refine their digital activation strategies to maximise conversion rates.
Furthermore, launching hashtag challenges and tapping into viral social media trends encourage fans to create and share content, expanding organic reach and strengthening brand association with the event.
In the past, some major brands have successfully utilised social media platforms during significant events, such as the Olympics, to engage audiences and amplify their brand’s online reach and impact.
Betting Promotions Linked to Sporting Events
Building an online presence is just the first step. Sportsbooks that maximise event-driven excitement know how to convert engagement into wagers through strategic betting promotions.
Betting promotions linked to sporting events are strategic campaigns designed to boost user engagement and brand visibility during major tournaments.
Offering boosted odds, free bets, and other such sportsbook promotions create excitement and attract new and existing customers. For instance, during the Cheltenham Festival, bookmakers like Betfred and BetMGM have offered promotions such as ‘Bet £10, Get £50 in free bets’ deals to stimulate betting activity. In addition, implementing gamified betting challenges and leaderboards introduces a competitive element, encouraging users to participate more actively and frequently.
Operators looking to diversify their betting offerings can explore emerging and unique betting markets to enhance engagement and retention.
Creative Examples of Brand Activations in Sports
Every major sporting event presents an opportunity for brands to connect with audiences in ways that extend far beyond traditional advertising and sponsorship deals. Some seize the power of digital branding, consolidating their presence directly into live broadcasts to guarantee they remain front and centre when the action unfolds. Others take a more unconventional approach, finding inventive ways to associate with high-profile tournaments without an official partnership. Meanwhile, the most ambitious brands create engaging experiences that leave a lasting impression, turning high-profile events into powerful platforms for audience engagement.
From cutting-edge advertising technology to bold marketing tactics, these activations highlight the strategies that allow brands to harness the energy of sports and transform fleeting moments into long-term brand equity.
Virtual Advertising & Digital Branding in Live Sports
In live sports, branding opportunities no longer rely on static sponsorships. Today’s sportsbooks can place their brand at the heart of the action, appearing precisely when fans are most engaged. Programmatic advertising allows operators to bid on the spot for virtual perimeter board placements, ensuring their brand is displayed at high-impact moments. Whether during a penalty shootout or a last-minute goal, betting operators can secure prime digital ad space, maximising visibility when audience attention is at its peak.
This ability to instantly adjust branding is further exemplified by Virtual Board Replacement (VBR), a technology that customises in-stadium LED advertisements based on broadcast regions. A prime example is the UEFA Champions League, where sponsors can digitally tailor perimeter ads to different international markets. This ensures compliance with local advertising regulations while optimising exposure in key territories.
While VBR customises branding based on location, other leagues use similar innovations to target audiences based on live game conditions. The National Hockey League (NHL) has introduced Digitally Enhanced Dasherboards (DED), replacing static rink-side banners with dynamic, real-time ad rotations. This allows sportsbooks to adjust their messaging throughout a game, such as displaying boosted odds for power plays or exclusive offers for overtime markets. By integrating digital branding with game conditions, operators can keep promotions relevant and engaging, strengthening fan interaction and brand recall.
Ambush Marketing: Unofficial Brand Activations
While digital campaigns offer sportsbooks direct channels to engage audiences, some brands take a more unconventional route by capitalising on major events without paying for official sponsorship. Ambush marketing, often referred to as ‘guerrilla marketing,’ involves brands strategically associating themselves with high-profile events without official sponsorship, aiming to capitalise on the event's exposure without bearing the associated costs. This approach allows companies to engage audiences creatively, often leading to heightened brand visibility.
Some brands employ various tactics to align themselves with significant events. For instance, during the 1996 Summer Olympics in Atlanta, Nike - not an official sponsor - set up a pop-up store near the athletes' village and distributed branded merchandise, effectively capturing attention without formal association.
While ambush marketing can yield significant benefits, it carries inherent risks. Brands may face legal challenges from event organisers protecting the interests of official sponsors. Moreover, such tactics can lead to negative public perception if viewed as unethical or intrusive. Therefore, it's imperative for brands to carefully balance creativity with compliance, ensuring that their strategies resonate positively with audiences without infringing on established sponsorship rights.
Unique Brand Activations at Iconic Sporting Events
Brands seeking to make a memorable impact at iconic sporting events often turn to unique activations that resonate with audiences. These initiatives go beyond traditional advertising, creating immersive experiences that align the brand with the event's energy and ethos.
Take the NFL’s Super Bowl, which has been used as a platform to launch several unique and innovative brand activations. Beauty brands have increasingly recognised the event's diverse viewership. In 2025, NYX Professional Makeup collaborated with DraftKings to launch the ‘Big Fat Kiss’ campaign, effectively merging beauty with sports betting to engage fans in a novel way. Similarly, E.L.F. Cosmetics presented the ‘E.L.F Time Show’ and partnered with The Puppy Bowl to promote animal welfare, demonstrating a creative approach to brand activation.
In the past, iGaming operators have successfully used global tournaments to enhance brand positioning. During the FIFA World Cup, several sportsbooks introduced limited-time betting markets and interactive fan challenges, aligning their platforms with the tournament's excitement. These activations not only attracted new users but also cultivated deeper engagement among existing customers. The outstanding message is clear. By integrating unique experiences that resonate with the event's spirit, brands can substantially amplify their visibility and connection to the consumer.
How to Measure the Impact of Marketing Activations
Tracking the success of marketing activations in sports betting typically goes far beyond surface-level metrics like engagement rates and conversions. To truly understand a campaign's effectiveness, operators must investigate causality, attribution, sentiment shifts, and long-term betting behaviour.
1. Did the Activation Actually Drive Betting Activity?
A spike in bets during a major sporting event doesn’t automatically mean a campaign worked. It could be due to organic engagement with the event itself. Sportsbooks should run holdout tests to measure absolute impact by comparing two similar customer groups: one exposed to the activation and one that isn’t. The activation played a decisive role if the betting volume increased significantly among the exposed group.
2. Tracking Cross-Channel Conversions
Bettors don’t always convert from a single ad click. Sometimes, they might see a stadium ad, social media post, or influencer promotion before placing a bet. Relying on last-click attribution undervalues brand-building activations. Instead, operators should adopt multi-touch attribution models (e.g. time decay or data-driven attribution) to assess how different touchpoints contribute to conversions.
3. Did the Activation Strengthen Perception?
While sign-ups and bets are essential, brand perception matters, too. Social listening tools like Brandwatch or Meltwater can track sentiment shifts in fan discussions, helping operators understand if their activation resonated positively or faded into the background. If a campaign generates positive sentiment, it reinforces long-term brand loyalty.
4. Measuring Changes in Betting Behaviour Post-Event
Rather than just tracking sign-ups, operators should analyse:
Pre vs. Post-Event Betting Frequency: Did the activation encourage repeat betting behaviour?
Betting Type Shift: Did event-driven promotions increase in-play betting or accumulators?
Retention Impact: Were new bettors retained post-campaign, or was there a high drop-off rate?
5. Measuring ROI Beyond Cost-Per-Acquisition (CPA)
CPA only tells part of the story. What really matters is Player Lifetime Value (LTV). The key formula:
Adjusted ROI = (LTV from Activated Players - Acquisition Costs) / Acquisition Costs
This ensures that marketing spend isn’t just generating short-term spikes but sustained engagement and long-term profitability.
Final Thoughts
With access to real-time data and predictive analytics, sportsbooks should move away from vanity metrics and focus on deeper insights that reflect actual marketing effectiveness. Advanced tracking, sentiment analysis, and long-term retention trends will separate brands that create short-lived engagement from those that build lasting betting communities.
How to Maximise ROI from Sporting Event Partnerships
For sportsbook operators, investing in a sporting event partnership is not about visibility alone—it’s about creating a living, breathing activation that keeps bettors engaged long after the final whistle.
A logo on a jersey is not a strategy. Real value comes from turning sponsorships into betting experiences that drive engagement and revenue.
Too often, brands fall into the trap of passive sponsorship, expecting a high return simply by associating with a major league or team. But success in iGaming demands more than just exposure. It requires a blueprint for exclusive betting experiences, premium VIP engagement, and year-round audience interaction.
The best partnerships don’t just put a sportsbook in front of fans - they pull them into the betting experience.
The most effective partnerships go beyond generic promotions and instead build exclusive betting markets around the event. Rather than offering standard odds boosts, for example, a sportsbook aligned with a top football league could introduce custom in-play markets that competitors can’t replicate, a proprietary "Live Specials" segment, if you like, tied directly to match-day events. By integrating exclusive league data, such as real-time player sprint speeds, possession percentages, or tactical shifts, operators can create a betting environment that feels like an extension of the live action rather than a separate transaction.
These aren’t just wagers. They’re an interactive extension of the game itself.
A sponsorship should never be a one-time event. It should be the starting point for long-term audience retention.
Many sportsbooks see event sponsorship as a short-term marketing boost, but the smartest brands treat it as an ongoing brand connection that extends beyond the tournament window. For instance, a sportsbook aligned with an F1 team can move beyond race-day branding by producing exclusive betting insights, pre-race statistical breakdowns, and expert-driven content, positioning itself as an authority on the sport and not just an advertiser.
Similarly, a brand sponsoring a global football tournament should create a season-long engagement strategy, from pre-tournament betting content to post-event loyalty rewards, to keep fans active even after the final match has been played.
However, the real key to maximising ROI isn’t just long-term engagement. It’s knowing how to convert high-value customers into lifelong VIPs.
High-rollers don’t just want to bet on the game - they want to experience it.
VIP betting experiences are a goldmine for retention, but many operators fail to connect their sponsorships to their most valuable customers. Instead of offering generic free bets, sportsbooks should tie high-value betting activity to exclusive event experiences - a ‘High Stakes Club’ if you like - where top bettors gain access to VIP match tickets, behind-the-scenes tours, and live meet-and-greets with players or pundits. The goal isn’t just to attract casual users. It’s to reward the elite segment of high-volume bettors who drive a significant portion of sportsbook revenue.
Yet, while VIP engagement is a powerful retention tool, many sportsbooks fail to measure its long-term impact, focusing on short-term acquisition instead of lasting customer value.
The sportsbook brands that win aren’t the ones that buy the most exposure. They’re the ones that create the most compelling betting experience.
Did the sponsorship increase in-play betting adoption, increase average wager sizes, or improve retention rates beyond the event? Rather than focusing solely on immediate sign-ups, sportsbooks should conduct engagement studies comparing player activity before, during, and after the event to measure how partnerships influence sustained betting behaviour.
The underlying message is that maximising ROI from a sporting event partnership isn’t always about who can afford the biggest sponsorship deal. Invariably, it’s about who can activate it intelligently to maintain their brand in a way that isn’t just seen but felt.
The biggest sportsbook operators don’t leave brand activations to chance. They use cutting-edge technology to deliver personalised, high-impact betting experiences.
Altenar’s platform offers customisable in-play betting markets, advanced customer retention tools, and proprietary data insights that turn sporting event partnerships into actual revenue. To discover what’s possible, book a private demo now.
