GlobalData: Sports betting sponsorships in the Americas rose 145% from 2020–2025
Annual deal value climbed 145% and deal volume 106.6% as major North American brands dominate.
Key Takeaways
- GlobalData reports annual sponsorship deal value in the Americas rose 145% from 2020 to 2025.
- Deal volume across the region increased 106.6% over the same period.
- DraftKings, FanDuel and BetMGM lead spending in the US/Canada; Caliente, Betano and Superbet lead in Latin America.
- The largest year-on-year jump occurred between 2020 and 2021, followed by steadier growth through 2025.
Sports betting sponsorship spending across the Americas rose sharply between 2020 and 2025, with annual deal value up 145% and deal volume increasing 106.6%, according to GlobalData's "Sponsorship Sector Report – Gambling & Betting – Americas 2026." The intelligence firm says the biggest single jump was between 2020 and 2021, with steadier gains thereafter as the market shifted from rapid legalization-driven expansion to more selective renewals and rights buying.
Who is spending and where
DraftKings, FanDuel and BetMGM lead spending in the US and Canada, while Caliente is the largest investor in Mexico and Betano and Superbet top the rest of Latin America. GlobalData describes North America as the main hub for sponsorship because of its larger regulated market, stronger sports business infrastructure and operators’ ability to fund larger, longer-term deals. The report links expanding US and Canada legalization and intense customer competition to the concentration of big, regulated betting brands.
Market dynamics and strategy
GlobalData says the early market showed a "land grab" dynamic; by 2025 rights were more often renewed and fewer headline properties were available. The study notes a contrast between North America and South/Central America: North American operators pursue many parallel deals to maintain always-on visibility, while South and Central America sees operators prioritise fewer, higher-impact properties, particularly elite soccer assets.
"Soccer’s rising deal values reflect sportsbooks across the Americas increasingly using the sport to attract customers across borders," Olivia Snooks, Sport Analyst at GlobalData, said, citing the sport's year-round schedule, recurring global tournaments and strong digital and social-media engagement.
Snooks added that sponsorship remains the fastest route to awareness and credibility in newly competitive markets and pointed to smaller brands scaling quickly, naming the Ontario Lottery and Gaming Corporation as an example. She also said major sportsbooks such as DraftKings are slowing sponsorship volume as they prioritise profitability and move towards more trackable marketing investments.
Regional notes and media influence
GlobalData highlights high-profile NFL partnerships in the US expanding the league's influence into South America, aided by the NFL hosting games in Brazil. The report frames the shift to targeted rights buying as a response to rights fragmentation across teams, leagues, venues, media and affiliate ecosystems.
The study was published as "Sponsorship Sector Report – Gambling & Betting – Americas 2026" by GlobalData and provides the figures cited above. For further reading on sports partnerships and commercial strategy see sports sponsorship and GlobalData analysis on marketing investment and regulated markets.
Frequently Asked Questions
How much did sponsorship deal value grow in the Americas between 2020 and 2025?
Annual sponsorship deal value in the Americas grew by 145% between 2020 and 2025, according to GlobalData's Sponsorship Sector Report – Gambling & Betting – Americas 2026.
Which operators are the biggest spenders on sponsorships in the Americas?
DraftKings, FanDuel and BetMGM are the largest sponsors in the US and Canada, while Caliente leads in Mexico and Betano and Superbet top spending in other parts of Latin America, per GlobalData.
What caused the rapid rise in sponsorship spending after 2020?
The largest increase occurred between 2020 and 2021 as legalisation opened markets; GlobalData says that early phase resembled a land grab, with later years shifting toward renewals and more selective rights buying.
How is sponsorship strategy different between North America and Latin America?
GlobalData finds North America favours high-volume, parallel partnerships to maintain always-on visibility, while South and Central America see operators focus on fewer, higher-impact properties, especially elite soccer assets.
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About the author
Oliver Grant
Industry Technology Correspondent
Oliver Grant covers the technology and business machinery of iGaming — platform and data deals, AI and compliance tooling, affiliate and marketing shifts, and the quarterly numbers behind them. The reports lead with the announcement, name the vendors and figures exactly as published, and separate genuine capability from press-release promise. When a supplier ships a new engine or a regulator tightens ad rules, Oliver Grant explains what actually changes for the companies involved.
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