The Sponsorship Sector Report – Gambling & Betting – EMEA 2025 report said football's "unparalleled scale and consistent exposure" made it the "top choice" for brand visibility and customer reach.
Overall, US$764.45m was spent on football team sponsorships by gambling companies in 2025, the report says, a figure which "eclipsed all other listed sports many times in 2025."
Football has "unmatched audience reach, year-round visibility and concentration of premium rights, plus the vast sponsorship inventory created by Europe’s deep league structure, with roughly 18 to 20 teams per league across many countries," the report said.
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