Sponsoring sports teams is one of the most effective ways for online gambling brands to boost visibility and build trust. However, the regulatory landscape varies significantly across markets.
In countries like Spain and Italy, strict regulations currently prohibit gambling operators from being main shirt sponsors.
On the other hand, markets such as Colombia, Peru, Brazil, Mexico, and Chile offer more flexibility and clear opportunities to leverage sports partnerships.
Sponsorship opportunities in permissive markets
Let’s take a look at some current sponsorship deals in key markets where gambling partnerships with sports teams are allowed and actively used as part of broader marketing strategies.
Colombia
Colombia is one of the most mature regulated markets in Latin America. Two major operators, Wplay.co and BetPlay, have built strong brand presence through football sponsorships.
- Wplay was the first licensed sportsbook in Colombia and has sponsored several teams including Atlético Nacional and the Colombian national football team.
- BetPlay, the title sponsor of the Colombian first division (Liga BetPlay DIMAYOR), has used league-wide exposure to consolidate its leading position in the market.
Peru
In Peru, local operator Apuesta Total has partnered with clubs like Alianza Lima, using jersey branding, activations, and stadium visibility to reach fans. The market is competitive, but sponsorships remain a key marketing channel.
Brazil
Brazil is a booming market for sports betting brands, especially after the approval of the new regulatory framework.
- Betano is currently the main sponsor of Atlético Mineiro and Fluminense, with front-of-shirt branding and major brand presence in stadiums.
- Other brands like Pixbet and Parimatch have also partnered with multiple clubs across Serie A and B.
Mexico
With a large football fan base and an active gambling market, Mexico allows strong brand visibility.
- Brands like Caliente.mx have longstanding deals with clubs including Club Tijuana and Club América, among many others. Codere is also official sponsor of Rayados.
- International operators also enter through localized campaigns and partnerships, such as regional team sponsorships or influencer-driven activations.
Chile
In Chile, online betting brands are rapidly gaining ground.
- A notable example is JugaBet, which signed a sponsorship deal with Colo-Colo and Universidad de Chile, two of the country’s most popular football clubs. 1xbet is sponsoring Huachipato, Stake sponsors Ñublense, PinUp Casino sponsors Deportes Limache and Rojabet sponsors Coquimbo Unido.
- This type of partnership gives the brand national exposure and credibility among fans.
What about countries like Spain and Italy?
In Spain and Italy, current laws restrict online gambling brands from appearing as main shirt sponsors or being visibly associated with clubs in domestic campaigns. However, this does not prevent creative approaches:
- Operators often become “regional partners” targeting specific territories like Latin America, Asia or Africa.
- One example is Betway, which signed a regional sponsorship agreement with Atlético de Madrid, focusing on Latin American visibility without violating Spanish restrictions.
- These partnerships often include digital campaigns, LED advertising in stadiums during international broadcasts, and co-branded content for social media.
More than just Football
While football dominates most sponsorship conversations, it’s not the only option. Brands can also explore cost-effective alternatives such as sponsoring podcasts, basketball or volleyball teams, or even local esports tournaments, freestyle competitions, and other emerging sports or cultural events.
These partnerships often offer high engagement and niche audiences, with lower entry costs and more flexibility for creative activations.
Your strategic partner in Sports Sponsorship
At Itzitip, we help gambling and betting brands identify the best sponsorship strategy for their target markets — whether it’s securing a shirt sponsorship in Peru, becoming a regional partner of a top European club, or building brand awareness through local leagues in Brazil or Mexico.
We guide our clients through regulatory constraints, contract negotiations, and brand positioning to ensure every deal delivers real value.
