Sports betting sponsorships across the Americas rose 145% between 2020 and 2025, led by DraftKings, FanDuel, BetMGM, Caliente, Betano and Superbet

GlobalData’s Sponsorship Sector Report – Gambling & Betting – Americas 2026 shows that gambling and betting brand spending in the region has climbed sharply since 2020. For operators and their payment partners, the important bit is not just the size of the spend, but where it is concentrating: mostly in regulated North American brands, with a smaller set of heavy spenders in Latin America.

1. According to the report, annual sponsorship deal value across the Americas was up 145% from 2020 to 2025, while deal volume increased 106.6%. The biggest jump came between 2020 and 2021, followed by steadier growth through 2025.
2. GlobalData says that this pattern reflects a shift from an early legalization-driven land grab to a more mature market. In practice, that means renewals, more selective rights buying, and fewer easy opportunities as major properties get locked up.
3. The operators investing the most in this segment are DraftKings, FanDuel, and BetMGM in the U.S./Canada, Caliente in Mexico, and Betano and Superbet in the rest of Latin America. North America is the main hub, helped by a larger regulated market, stronger sports business infrastructure, and the ability of operators to fund bigger, longer-term deals.
4. Olivia Snooks, Sport Analyst at GlobalData, said soccer’s rising deal values reflect sportsbooks using the sport to attract customers across borders, particularly in the US, Mexico, and key Latin American markets. She pointed to year-round schedules, recurring global tournaments, and strong digital and social-media engagement as the factors supporting that spend.
5. Snooks also said brand growth is concentrated in smaller brands scaling quickly, naming Ontario Lottery and Gaming Corporation as an example. She added that major sportsbooks like DraftKings are slowing as they prioritize profitability, cutting harder-to-measure sponsorship and shifting to more trackable marketing.

South and Central America show a more concentrated sponsorship pattern, with operators prioritizing fewer, higher-impact properties, especially elite soccer assets. The report also notes that high-profile NFL partnerships in the US are extending that influence into South America, helped by the league hosting games in Brazil.