Sports sponsorships in the global betting and gaming industry don’t seem to be slowing down, even with constant talks of marketing cuts.

The last two weeks are not exempt and there has been a fresh wave of deals across motorsport, football, baseball and sports data.

Sponsor Spotlight takes in the global stage of Formula 1, heads across Europe for various footballing deals and crosses the Atlantic to see which iGaming player is making moves in the US market – and where.

Allwyn races to the forefront of Formula 1

Formula 1 has extended its partnership with Allwyn through a new multi-year agreement, following a strong first season together.

The deal builds on Formula 1’s continued global growth, with the sport reaching 827 million fans and a cumulative TV audience of 1.8 billion. The renewed partnership is focused on boosting fan engagement through digital and interactive experiences.

A key addition is Allwyn’s integration into the F1 Predict platform, where fans can forecast race outcomes via the new “Allwyn League”, offering prizes such as race tickets and Paddock Club access. The brand will also gain increased visibility during formation laps, one of the most high-profile moments of a race weekend.

The move comes after a huge couple of weeks for the UK’s National Lottery operator, which has included the publication of its results, the completion of its OPAP merger and it surpassing the £450m investment milestone into modernising the National Lottery. 

Tipico scores in the nation of its headquarters

Tipico Group has signed a multi-year agreement with the Malta Football Association, becoming an official partner of the national team.

Unlike a traditional sponsorship, the deal is centred on employer branding, with a focus on promoting Tipico’s careers platform and attracting local talent across tech, finance and business roles.

The partnership includes branding across team apparel, stadium advertising and digital channels, all aimed at increasing visibility among Malta’s workforce and strengthening Tipico’s position as a long-term employer in the region, which has become a popular destination for iGaming firms. 

PureWager goes in to bat for Baltimore Orioles

PureWager Group has made a move into US professional sports through a sponsorship deal with the Baltimore Orioles.

This makes PureWager the exclusive sports betting partner of the baseball franchise and includes the creation of the PureWager Pavilion at Oriole Park, Camden Yards, designed as a social space for fans.

The agreement comes as PureWager prepares to launch its betting and online casino platform in the US, with plans to enter multiple states following an initial push into Michigan.

Eurobet.live taps into ‘second screen’ trend with AS Roma

Eurobet.live has agreed a multi-year sponsorship with AS Roma, becoming the club’s main shirt sponsor through the 2028/29 season.

The partnership stands out for its focus on infotainment rather than traditional sportsbook branding, as it looks to conform with Italy’s strict advertising regulations. 

Eurobet.live will play a key role in AS Roma’s digital content strategy, producing matchday content, interviews and social media features. The deal aims to capture the “second screen” audience – fans engaging with stats and content while watching games.

Veikkaus sponsor capitalises on a Scandinavian niche 

Finnish National Lottery operator Veikkaus Oy has become the main partner of this year’s Floorball World Championships for men, which takes place in Finland.

The Finnish men’s team head into the tournament as the reigning world champions, having won the championships in Sweden back in 2024. 

The sport has gained popularity across Scandinavia and tickets for the final weekend have already sold out, as Veikkaus looks to capitalise by becoming sponsors and spreading brand awareness ahead of huge industry changes in Finland.

Spotlight rankings: Who’s standing out?

1: Formula 1 / Allwyn

From a global perspective, this deal stands out. With Formula 1’s massive reach and Allwyn’s growing presence in sport, it brings together two massive organisations on an international stage. Both have been the subject of recent worldwide growth, too. 

2: PureWager / Baltimore Orioles

Breaking into US sports through an MLB franchise gives PureWager a strong platform to build brand awareness ahead of a wider launch. 

3: Eurobet.live / AS Roma

The Italian betting market is the second largest in Europe and the new regulatory framework has had a positive reception. Securing visibility via a popular Serie A club is definitely a smart move.

4: Tipico / MFA

Malta may be one of the world’s most prominent gambling hubs, but the local market is hardly one of the biggest in Europe – given the nation’s small population. Maintaining good relations with your local sports stakeholders is never a bad idea though.

5: Veikkaus Oy / Floorball

Last but not least, Veikkaus’ latest sponsorship push lacks the reach of some of the other partnerships we’ve discussed today. However, it undeniably fits well with the company’s image as a socially responsible operator, one that may prove valuable when Finland opens up to other licensees in 2027.