For sportsbook operators, not all advertising channels are equal.
Some drive performance. Others build brand.
But very few do both at the same time.
Advertising during football matches is one of them.
The natural connection between football and betting
The relationship between football and sports betting is obvious, but it is still often underestimated in terms of media strategy.
Football is:
- the most watched sport in most markets
- highly emotional and engaging
- directly linked to betting behaviour
When users are watching a match, they are already in the right mindset:
- thinking about teams, odds and outcomes
- emotionally involved in the game
- more likely to place a bet, either before or during the match
This makes football broadcasts one of the most valuable contexts for sportsbook advertising.
Why TV still matters in markets like Chile
In markets like Chile, TV continues to play a key role in sports consumption.
Major football matches, both local leagues and international competitions, attract large audiences across:
- free-to-air TV
- pay TV sports channels
- digital live streaming platforms
Advertising during these matches gives brands:
- massive reach in a short period of time
- high frequency during key moments (before, halftime, after)
- strong association with the sport itself
This is especially important for operators that are building or consolidating their brand in the market.
Beyond traditional TV spots
Advertising during football matches is not limited to classic TV ads.
There are multiple formats that increase exposure:
- pre-match and halftime TV spots
- post-match recap advertising
- in-game banners and overlays
- digital placements within streaming platforms
These formats allow brands to be present throughout the entire match experience, not just in isolated moments.
The impact on brand visibility
One of the biggest advantages of advertising in football broadcasts is visibility.
In a single match, a brand can:
- reach hundreds of thousands, or even millions, of viewers
- appear multiple times during the broadcast
- reinforce its presence in a premium, high-attention environment
This creates a strong top-of-mind effect, which is critical in competitive markets.
What about regulation? Not all markets are equal
This strategy depends heavily on local regulation.
In Spain, for example, advertising for gambling operators on TV is highly restricted.
Operators can only run ads between 1:00 AM and 5:00 AM, which makes it practically impossible to leverage live football broadcasts.
As a result, brands in Spain need to rely more on:
- digital channels
- sponsorships
- alternative media strategies
In contrast, markets like Chile, Peru and Mexico offer much more flexibility.
In these countries, operators can advertise during live sports broadcasts, making football matches a key channel for brand exposure and growth.
Why this matters for your strategy
Understanding these differences is critical.
A strategy that works perfectly in Chile may not be viable in Spain.
And a brand that ignores TV in markets where it is allowed may be missing a major opportunity.
The key is to adapt your approach to each market:
- leverage TV and football broadcasts where regulation allows it
- combine it with digital and performance channels
- build consistency across all touchpoints
Final thoughts
Advertising during football matches is not just about visibility.
It is about being present at the exact moment when your audience is most engaged and most likely to act.
For sportsbook brands, that moment is often during the game itself.
When used correctly, this channel can deliver:
- strong brand awareness
- high-quality reach
- and real impact on acquisition
Looking to run marketing campaigns in Chile, Spain or LATAM?
At Itzitip, we work with trusted local partners across these markets to help sportsbook and iGaming brands design and execute effective campaigns.
From TV advertising during football matches to digital, programmatic and media buying strategies, we combine local expertise with a structured approach to maximise impact and results.
Find out more about our marketing services for iGaming companies.
