Sports sponsorships in the Americas rose 145% between 2020 and 2025

GlobalData published the "Sponsorship Sector Report – Gambling & Betting – Americas 2026" and recorded that brand spending on gambling and betting rose 145% in annual deal value between 2020 and 2025, while deal volume increased 106.6%. The report identifies DraftKings, FanDuel and BetMGM as the largest investors in the US and Canada; Caliente in Mexico; and Betano and Superbet in the rest of Latin America.

Key findings

The study shows two headline figures for 2020–2025: a 145% increase in annual deal value and a 106.6% rise in deal volume. The biggest jump occurred between 2020 and 2021; after that growth was more gradual through 2025, reflecting a shift from an initial phase of rapid legalisation to a more mature market focused on renewals and more selective rights acquisitions.

Breakdown by markets and players

North America (United States and Canada) dominates sports sponsorship in the Americas thanks to its broader regulated market and operators' ability to fund longer-term deals with major leagues and media. The report attributes that concentration to the expansion of legalisation in the US and Canada and intense competition among operators.

In Mexico, the report points to Caliente as the main local investor. In the rest of Latin America, Betano and Superbet top a shorter list of big spenders who prioritise high-impact assets, particularly in elite football.

Sponsorship strategies and examples

GlobalData identifies a strategic shift: smaller brands scale rapidly through sponsorships, while large bookmakers prioritise profitability and cut sponsorships that are hard to measure. The report cites the Ontario Lottery and Gaming Corporation as an example of a brand growing its presence through sponsorships.

"Soccer’s rising deal values reflect sportsbooks across the Americas increasingly using the sport to attract customers across borders, particularly in the US, Mexico, and key Latin American markets," said Olivia Snooks, Sport Analyst at GlobalData.

"The sponsorship strategy in North America skews toward high volume," added Snooks, referring to the fragmentation of rights across teams, leagues, venues, media and affiliate ecosystems.

The report also notes that high-profile partnerships with the NFL in the US are extending that league's influence toward South America, supported by NFL games staged in Brazil. Market differences suggest North America favours volume while South America favours fewer but higher-impact deals.

For related reading, GlobalData places these changes in the regulatory and media context that is reshaping operators' marketing tactics in the region. For sector details see the sections on [sport and leagues](/sports) and [regulation](/regulation).