Sports-betting brands fuel the financial engine behind jerseys, tournaments, arenas and media broadcasts — but each country sets unique limits on how operators can advertise, sponsor teams or activate fans. From Caliente’s dominance in Mexico and Betano’s naming-rights power in Brazil to ParionsSport’s alliance with PSG in France and DraftKings/FanDuel integrations across U.S. leagues, sponsorships have become central to iGaming visibility.
This comprehensive comparison outlines where operators can invest, how leagues negotiate deals, and what regulators allow in their 2025 advertising frameworks.
Chilean football underwent major changes after the Supreme Court reaffirmed that online betting is illegal without explicit authorization. The ruling forced the Asociación Nacional de Fútbol Profesional (ANFP) to terminate its multi-year naming-rights deal with Betsson, ending the “Campeonato Betsson” era. Once a leading sponsor across Primera División and Primera B, Betsson was removed from team kits and league assets, reducing club income and visibility.
The cancellation became a pivotal moment, shifting Chilean football from heavy sportsbook exposure on jerseys and broadcasts in 2022–23 to virtually no betting presence by 2024–25. Clubs that previously depended on these contracts had to pivot toward non-betting sponsors, creating noticeable revenue gaps across the league.
While most operators paused high-profile sponsorships, Jugabet secured marquee agreements with Universidad de Chile, Colo-Colo, Ñublense and Deportes Temuco. The brand’s approach blends shirt visibility with digital campaigns and community engagement — all while awaiting regulatory clarity. Meanwhile Coolbet, Betsala, Estelarbet and Tikitaka maintain lower-risk digital strategies, relying on influencers, online content and LATAM-wide sponsorships rather than official team inventory.
The Ministry of Justice and the Superintendencia de Casinos de Juego (SCJ) maintain strict prohibitions on domestic sportsbook partnerships until Chile passes a licensing law. ISP blocking orders and ministerial guidance create a de facto ban on football sponsorships. For compliance, operators stick to responsible, geo-targeted digital advertising without club assets.
Mexico’s betting market is one of Latin America’s most developed, regulated under the Ley Federal de Juegos y Sorteos and supervised by SEGOB’s DGJS. Caliente.mx dominates the landscape as the official betting house of Liga BBVA MX, Liga MX Femenil, Liga Expansión MX and the Mexican National Team, and expanded regionally with a 2025 CONCACAF Gold Cup sponsorship.
Caliente invests in shirt deals, stadium branding and fan-activation programs. Clubs such as Club Tijuana (Xolos) and Club Puebla feature prominent Caliente branding across kits, stadium LED boards and broadcast integrations.
DGJS obliges operators to display license data and responsible-gaming messages. Misleading promotions, unclear terms or youth-targeted messaging can trigger sanctions under consumer-protection law.
Post-PASPA, every state sets its own betting rules. Major leagues partner with licensed operators:
FanDuel lounges in NBA arenas, Caesars integrations in NFL stadiums, and multi-platform media agreements with ESPN and Turner Sports illustrate deep cross-channel promotion.
The American Gaming Association (AGA) Responsible Marketing Code prohibits “risk-free” phrasing and mandates responsible-gaming language. States such as New Jersey impose additional rules on inducements, ad placement and youth protection.
India maintains strict prohibitions on betting promotion. The Ministry of Information & Broadcasting (MIB) bans offshore betting ads and surrogate promotions, while the Advertising Standards Council of India (ASCI) blocks any messaging that glamorizes gambling.
No major Indian club or league accepts sportsbook sponsorships. Fantasy-sports platforms like Dream11 and My11Circle fill the space legally, as they fall outside India’s betting definitions.
ASCI rules demand disclaimers for real-money gaming, forbid minors or national symbols in campaigns, and bar offshore operators from any sponsorship or influencer outreach.
France’s ANJ licenses and oversees all betting operators, including ParionsSport (FDJ), Betclic, Winamax and Unibet. ParionsSport maintains a key partnership with Paris Saint-Germain (PSG), while Winamax supports multiple Ligue 1 teams for integrated digital and in-stadium activations.
Deals focus on responsible engagement, fan-experience content and cross-platform branding, all approved under ANJ regulations.
France limits bonus visibility (public offers capped at €100), prohibits glamorization and restricts advertising around minors. Responsible-gaming warnings and ANJ identifiers are mandatory.
After Bill C-218, Ontario emerged as Canada’s most advanced betting market through AGCO and iGaming Ontario. MLSE — owner of the Maple Leafs, Raptors, Toronto FC and Argonauts — partners with FanDuel/PokerStars and PointsBet Canada.
Ontario clubs integrate sportsbook branding across digital platforms, broadcasts and apps — with activations co-designed to meet provincial rules.
AGCO prohibits celebrity and active-athlete endorsements (except for RG messaging), bans public inducements and restricts bonuses to owned channels. All content requires age warnings (19+) and clear responsible-gaming links.
Argentina’s gambling laws operate at the provincial level. LOTBA regulates Buenos Aires City, while IPLyC GBA oversees Buenos Aires Province.
Top clubs maintain licensed partnerships:
Only licensed operators may advertise, and campaigns must feature responsible-gaming messages. Under Decree 181/2019, minors and misleading incentives are strictly prohibited.
Law 14.790/2023 introduced federal licensing for fixed-odds betting. Betano dominates Brazilian football with naming rights for the Copa do Brasil and the Série A. Clubs such as Flamengo, Atlético Mineiro and Fluminense maintain multi-year betting partnerships.
Flamengo shifted from Pixbet to Betano as part of the new federal alignment, while the CBF requires teams to work exclusively with licensed operators.
The Secretaria de Prêmios e Apostas (SPA) and CONAR enforce strict age restrictions, responsible-gaming messages and limitations on celebrity endorsements. A pending Senate bill may tighten influencer rules.
| Country / Market | Regulators | Key Sponsors | Advertising Restrictions |
|---|---|---|---|
| Chile | Ministry of Justice / SCJ | No active club deals; Jugabet, Coolbet, Betsala, Estelarbet, Megawin, Tikitaka (digital) | Sponsorship ban; digital-only; no club IP |
| Mexico | SEGOB / DGJS | Caliente.mx | License ID + RG required; no misleading offers |
| United States | State regulators / AGA | DraftKings, FanDuel, Caesars, BetMGM, PointsBet | State-specific inducement limits; RG messaging mandatory |
| India | MIB / ASCI | Dream11, My11Circle (fantasy) | Offshore ads banned; surrogate ads prohibited |
| France | ANJ | ParionsSport, Winamax, Betclic | Bonus caps; RG warnings; youth protections |
| Canada (ON) | AGCO / iGaming Ontario | FanDuel/PokerStars, PointsBet Canada | No public inducements; no celebrity/athlete ads |
| Argentina | LOTBA / IPLyC GBA | Codere (River), Betsson (Boca), Parimatch, VBET | Local licensing required; no minors |
| Brazil | SPA / CONAR | Betano, Pixbet | RG message mandatory; youth-appeal restrictions |
Sports-betting sponsorships generate major revenue but operate under vastly different regulatory frameworks. Mature markets like France, the U.S. and Ontario showcase how strict compliance can coexist with robust sponsorship activation. Emerging markets such as Chile, Argentina and Brazil continue refining advertising standards while creating new opportunities for licensed brands. Understanding these nuances is essential for operators seeking long-term visibility and compliant growth in global sports.
