Global football media giant Footballco is making significant strides in the affiliate sector. With a remarkable 160% increase in betting affiliate revenue since 2022, the company isn’t slowing down any time soon.
Best known for its GOAL news platform, Footballco emerged as an independent entity after being spun off from streaming giant DAZN in 2020.
With offices spread across five continents, over 300 employees, and more than 100 million social media followers, Footballco is well-positioned for further expansion. The company has also established niche geo-specific brands across Europe and launched the women’s football platform INDIVISA.
The addition of former XLMedia chief information officer Nigel Leigh as the chief technology officer in September marked another milestone for the company as it ramps up its affiliation arm.
The betting division is led by vice-president of global betting, Jon Dey, who has been in the role since January 2023, having previously served as the head of global betting partnerships.
Footballco has multiple operators in place across its global sites and hosted a significant brand activation event with Ladbrokes in the summer for Euro 2024.
Here, Leigh and Dey discuss the company’s notable growth in recent years and how they plan to maintain momentum across its global portfolio.
EGR: Can you explain what Footballco is and how its business model is driving its entry into betting affiliation?
Jon Dey (JD): Footballco is the world’s largest football content and media company. Our portfolio includes media brands like GOAL (global), SPOX (Germany), Calciomercato (Italy), Voetbalzone (Netherlands), and KOOORA (Middle East). We also own football community and culture brands, including MUNDIAL and the women’s football brand, INDIVISA. Collectively, we reach approximately 640 million fans a month.
In recent years, the media landscape has evolved. No modern publisher can rely on ad revenue alone. We recognized this early and have made a concerted effort to diversify our revenue streams, resulting in 15% of our revenues now coming from affiliate channels, including tickets, shopping, and betting.
Betting accounts for 60% of that, with a 160% increase in betting affiliate revenue since 2022.
EGR: What growth do you anticipate in the betting affiliation arm over the next 24 months?
JD: Our talented and dedicated betting team has helped us achieve strong performance and positive momentum, with a focused strategy on expanding our reach and enhancing partner relationships.
In the next 24 months, we plan to evolve our offering to include a more immersive betting hub, complete with dedicated betting IP to boost fan engagement, improve conversion rates, and drive higher lifetime value within our user base. These initiatives are aimed at delivering a richer and more interactive user experience that aligns with our long-term growth objectives, with the goal of making affiliation 25% of Footballco’s revenue.
EGR: How does Footballco’s core affiliation business operate? Are you using CPA or revenue share deals?
JD: Our core affiliation business at Footballco is centered around building impactful partnerships that deliver value through a range of tailored commercial models, including cost per acquisition (CPA), revenue share agreements, and other performance-based structures.
We drive engagement through a strategic blend of media buying, premium content, and events designed to enhance fan interaction and strengthen brand alignment. Our events are a key part of this approach, offering immersive experiences that bring fans closer to the game and our partners, ultimately boosting engagement and conversion across our platforms.
One such event was our Euros watch party for Ladbrokes, a great example of our 360-degree approach. While the event was successful on its own, the impact was amplified by content captured at the event performing strongly across GOAL social channels.
EGR: Voetbalzone is one of the largest football news sites in the Netherlands. How has your betting affiliation strategy been impacted by local regulations, and how have you navigated those challenges?
JD: Voetbalzone’s betting affiliation strategy in the Netherlands is rooted in compliance with local regulations, ensuring responsible and transparent operations. Although recent regulatory changes required adjustments, our approach remains effective; 94% of our audience is aged 24 and above, allowing us to target responsibly within the legal framework.
We have a longstanding partnership with Unibet, which has helped us navigate these shifts, and we’re always open to exploring partnerships with other licensed operators who share our commitment to responsible engagement.
EGR: Similarly, in Italy with Calciomercato, how have you managed to establish a sustainable revenue stream given the regulations in that market?
JD: In Italy, we leverage Calciomercato’s strong domain ranking to deliver SEO-focused betting articles and integrate smart widgets to boost engagement and drive conversions within the legal framework.
This approach maximizes visibility and delivers value responsibly. By prioritizing high-quality, optimized content and interactive tools, we’ve maintained solid revenue streams and meaningful engagement with our audience.
EGR: INDIVISA is a dedicated women’s football site. Are there plans to engage specifically with this demographic on betting affiliation, given that women are often regarded as an untapped market by operators?
JD: INDIVISA’s audience is a promising and evolving demographic, and we’re actively exploring ways to engage them in the betting affiliate space. With Euro 2025 on the horizon, we see a fantastic opportunity to connect with women’s football fans in meaningful ways.
Our research and operator relationships indicate that gaming products, particularly bingo, align more closely with female audiences’ interests than traditional sportsbooks. Therefore, our focus will be on bingo and other gaming offerings. For instance, we plan to host Euro 2025 watch party events featuring sponsorship and audience participation in bingo, creating an interactive and engaging experience that enhances the enjoyment of the tournament alongside opportunities for social-first shows, podcasts, and collaborations with talent.
EGR: Are there any plans to tackle the US market, and how do you see that market shaping up from an affiliate and Footballco viewpoint?
JD: We’re experiencing great success in the US, driven by the interest in MLS, women’s football, the USMNT, US players, and owners abroad like Ryan Reynolds, and even the EFL. This success is being steered by our first US CEO, Jason Wagenheim, who joined in January and has since built a US team of 26.
We believe that football in America holds significant potential for affiliate opportunities. Although the landscape is complex with state-by-state variations, we’re committed to navigating these challenges effectively.
We’ve been actively developing a suite of intelligent betting widgets and site content tailored to engage football fans, and we’re already implementing this strategy. Our key focus involves collaborating with both market leaders and challengers in the space, as we believe this approach will enhance our reach and affiliate impact.
We also recognize the need to educate this audience due to the relative infancy of the industry and the importance of being responsible.
EGR: With changes coming to UK football sponsorship due to the voluntary ban on front-of-shirt sponsors from 2026-27, how can affiliates capitalize on this change?
JD: We expect this change to have a positive impact on our business, although we must be realistic. While many significant bookmakers partner with Premier League clubs, those on the front of shirts are typically from Southeast Asian markets and benefit from the strong broadcast reach of Premier League football. These advantages cannot be replicated exactly, but we’re open to working responsibly with brands to help them connect with fans in meaningful ways.
EGR: Nigel Leigh has joined from XLMedia as CTO. What can he bring to the role?
JD: Nigel’s arrival is timely. As I’ve mentioned, we’ve experienced significant growth in our betting and affiliate businesses, and his experiences at XLMedia will propel us further and faster, benefitting both fans and brands.
Nigel’s skills extend beyond pure affiliation. Footballco is a portfolio business, and his experience in working with global teams and integrating web properties will enhance our delivery for affiliate partners.
EGR: What technology supports the growth of betting affiliation at Footballco?
Nigel Leigh (NL): While technology is essential, it must be part of the user journey and our understanding of them. Our success relies on ensuring that audiences interested in betting receive relevant information and odds seamlessly at the right time. As an affiliate, it’s about making the offer part of the content.
EGR: How is Footballco planning to use AI in its betting affiliation division?
NL: We foresee AI playing a crucial role in better understanding our audiences and their interests, which will help us integrate betting offers and odds into user journeys.
We intend to leverage AI tools to enhance conversion rates by presenting the right content and creative to
