The online betting market is experiencing significant growth and has reached a boom that few industries manage to achieve in such a short period. It is enough to observe the logos displayed at various events to recognise the expansion of these companies, all striving to position themselves within a space that was once largely concentrated on the sporting spectrum. However, diversification and the search for new opportunities have made it essential to develop marketing strategies for sports bookmakers that are also effective across other scenarios.
The digitalisation and regulation of the industry in several Latin American countries — to name just a few examples between 2024 and this year, Brazil and Peru have introduced specific legislation for sports bookmakers, following Colombia’s example — have somewhat levelled the playing field. For an online sports bookmaker to succeed in this competitive environment, it is not enough to rely solely on an advertising plan and brand presence; it is also crucial to implement public relations strategies to build reputation and foster trust among potential users, alongside robust marketing initiatives.
Marketing strategies for a sports bookmaker
Before discussing the actions with the highest success rates that sports bookmakers can adopt, it is important to emphasise that the starting point must be an internal evaluation. A company wishing to venture into the world of sports betting must first understand its position within the market — whether it ranks among the most recognised, among the emerging brands seeking to gain market share, or somewhere in between.
There are numerous marketing strategies available to a sports bookmaker to determine its market positioning, ranging from user evaluations to surveys and focus groups. These insights will help define the objectives that marketing, advertising, and public relations campaigns should pursue.
1. Sponsorship of a sports team or league
Sponsoring sports teams or leagues is a key strategy for well-established bookmakers — or new entrants in a given market — to generate greater brand recognition. Partnering with a first-division football team — thereby connecting with a loyal fanbase — a national league, or renowned sporting events allows brands to reach a broad audience and tap into the passion of the fans.
Sports bookmakers have already become main sponsors of leagues such as the Peruvian, Chilean, Argentine and Brazilian championships, as well as major tournaments like the Copa América, the Copa Libertadores, and other thrilling competitions beyond just football across Latin America. A statistic that demonstrates the current relevance of sports bookmakers: 18 of the 19 teams in the Peruvian league had a bookmaker as a sponsor during the 2023 season.
2. Sponsorship of a television programme, podcast, or streaming show
Supporting specialised media content can greatly enhance brand credibility and reach. Sponsoring sports television programmes or football analysis podcasts allows bookmakers to impact their core target audience, who are typically highly interested in both sports and betting.
With the proliferation of sports-themed shows on streaming platforms, the options are increasingly diverse. However, it is important to remember that each programme has its own unique personality, making it essential to analyse whether the show’s values align with those of the bookmaker.
There are companies that, in seeking rapid market entry, sponsor shows that may not have the best reputation or whose content does not necessarily resonate with their target audience. Thus, it is important to work with an agency like Sherlock Communications to select the most suitable sponsorship opportunities for the brand.
3. Hiring brand ambassadors
Brand ambassadors can significantly help in building user trust. These ambassadors are often former athletes, commentators, or entertainment personalities who can create engaging content and lend credibility to the brand. The bookmaker’s image will be directly associated with the ambassador for the duration of the partnership.
For instance, Betfair, by partnering with former players such as Ronaldo and Rivaldo, has strengthened its brand through association with world-class talent.
In many cases, employing such figures can be more impactful than sponsoring a local league that lacks the same prestige. An example is Paolo Guerrero, who, although still active, represents the casino division of a sports bookmaker.
The actions that brand ambassadors can undertake are varied, including starring in television and online commercials, appearing in static advertisements, creating content for their social media channels, giving interviews while featuring the bookmaker’s logo, and contributing comments to journalistic articles, all of which help enhance the brand’s reputation.
4. Paid media
Investing in paid media across key outlets remains one of the oldest — yet still highly effective — strategies. Advertising on sports websites, social media platforms, and Google Ads campaigns are proven methods of attracting new users.
This type of investment also aids SEO positioning and gives companies full control over the published content. However, because it is paid advertising, some audiences may view the information with a degree of scepticism, as it is not seen as organic content.
5. Collaboration with influencers
Influencer marketing is a powerful tool for reaching a younger, more digitally engaged audience. Sports journalists, content creators, and former athletes can help promote a bookmaker’s platform via their social media channels and through exclusive content.
This approach ties closely with the sponsorship of online programmes, given the growing trend of influencers, YouTubers, and streamers creating their own streaming shows. In such cases, the bookmaker sponsors both the influencer and the programme itself.
As with previous points, a thorough evaluation of potential influencers is essential. It is advisable to engage a public relations and digital marketing agency with expertise in influencer partnerships to ensure that selected personalities align with the brand’s reputation, values, objectives, and profile.
6. Corporate Social Responsibility (CSR)
CSR initiatives can markedly improve a company’s reputation and foster greater public trust. Supporting responsible gaming programmes, promoting sports education, or investing in community projects can differentiate a sports bookmaker in a crowded market, contributing to a more positive brand perception.
7. Link Building strategies
SEO is crucial for strong search engine positioning. Link Building encompasses creating high-quality content, collaborating with specialised blogs, and securing high-value backlinks to enhance visibility and drive organic traffic to the betting platform.
In this area, analysis articles on sports forecasts perform particularly well, especially when they include insights from influential figures involved in the broader marketing strategy.
By combining these marketing strategies with the expertise of a specialised public relations agency, a brand can position itself effectively, capture a loyal audience, and gain a strong foothold in this increasingly competitive market.
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