Betting's Lack of Digital Value: Horizm Breaks Down Football's Sponsorship Opportunity

With the Premier League withdrawing betting sponsorships from the front of shirts from the 2027/28 season, the English top-flight will be trying to find new sectors to fill the income space left behind.


Whilst the betting sector has generated millions for wagering business in regards to the cash payments of sponsorships, sports information and insights company Horizm believes that other markets represent better 'digital value' - in the form of impressions and engagement - than betting.


Currently, 8 teams in the league hold gambling companies as front of shirt sponsors - AFC Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham - which generate around ₤ 60m per year in digital worth integrated.


However, utilizing its AI-powered analytics, Horizm suggested that operators have not been a significant driving force in terms of offering digital worth to these clubs.


The business's examination of the digital performance of betting partnerships for expert football groups specifically highlighted the 'massive potential customers' for clubs and brand names to land brand-new digital collaborations - such as with players in the entertainment market.


Over the last 12 months, the company explained, Bournemouth's sponsorship with Dafabet only produced EUR5,763 in total digital worth based upon factors such as engagement and impressions.


At the time, the club lauded this deal as "an essential part" of the club's industrial goals "of maximising income in the Premier League".


Additionally, Brentford got EUR1,915 in total worth from its partnership with Hollywoodbets, Leeds got EUR1,203 from their arrangement with SBOTOP, and Southampton and Everton earned 'very little value' of EUR708 and EUR197 from handle Sportsbet.io and Stake.com, respectively.