We are talking about the so-called online sportbooks, the sports betting houses specialized in sports. In Mexico the most important are Caliente and the Spanish Codere, whose business, like the rest of the world, has benefited from the Covid-19 pandemic, which has boosted sales in a remarkable way.
Both companies are good advertisers and their commercial presence tends to grow. In addition to aggressively using digital platforms, these brands also buy spaces on national television and even have commitments with teams from the first Mexican soccer division, such as the Xolos and the Rallados. Although the spaces are not regulated, the Ministry of the Interior requires them to submit their advertising pieces to their authorization, although this is not required by the regulations.
The Law of Games and Draws in Mexico dates from 1947, little has been updated and in the area of online juice, the delay is greater. This has been taken advantage of by firms that operate irregularly or outright without permission. Even foreign firms that came to our country, in order to avoid paying taxes, moved their headquarters to distant lands, but they continue to offer their services here.
In Europe the issue is to attract attention. More than 26 Spanish League teams had strong gambling house sponsorships. Companies such as Bewin, Betway, Intertops, Bet 365, appeared on the shirts and stadiums of the main squads, contributing amounts that together exceeded 400 million euros.
However, the Ministry of Commerce of that country, decided to suspend the sponsorships of this sector and as of the last day of August, no La Liga team will be able to display such brands in their uniforms, giving a severe blow to their finances.
The issue in the UK is still unclear. Of the 20 Premier League teams, eight are sponsored by gambling houses. Rumor has it that a decision will soon be made to limit or ban the presence of such sponsors at the tournament, which today represents £ 110 million.
Paradoxically, in the United States, the situation is very different: following the decision of the Supreme Court that in 2018 that allowed the states to legalize sports betting, the NFL goes with everything. During the preseason, the NFL teamed up with seven betting operators, which, among other things, allows them for the first time to buy commercial space during NFL games. The books are expected to spend up to $ 1 billion on advertising this season.
The market is huge. More than 45 million Americans are expected to bet this campaign, a 36% increase from last year, according to the American Gaming Association. This is because more states than ever (27) have legalized sports betting. And it is expected that five more states could offer it before Super Bowl 2022 arrives.
With this, gaming companies will make more money, soccer players will make more money, and the NFL itself will undoubtedly benefit from an additional vein for advertising, ticketing, merchandise, and more. It is a win-win.
These are the two sides of the coin in sportsbook advertising. While the kings of regulation, which are the Europeans, seek to limit the participation of the gaming sector in the commercial part of sport; Marketing champions continue to pump money into such an important sector as sports and entertainment. The coin is in the air, we will see Mexico by which side it is decided.