Sports sponsorships in the global betting and gaming industry never sleep. This week alone has already produced some major deals, which will be seen by millions of sports fans around the world.
This edition of Sponsor Spotlight will gallop across the UK and Ireland alongside BetWright, take on the Swedish airwaves with Paf, and welcome a surprise visit from a former player and current legend of Chelsea – brought to you by Stake.
BetWright secures premier spot at the races
As the fully packed horse racing calendar gets underway, BetWright has positioned itself close to the action thanks to its new partnership with Sky Sports Racing.
The operator’s logo will be viewed by countless racing fans across both the UK and Ireland thanks to Sky Sports’ extensive live coverage of racing events.
Besides airing international races from France to Hong Kong, on the domestic side Sky Sports Racing also owns the rights to 25 UK racecourses, including Ascot, Chester and Doncaster, which will give BetWright enough visibility to grow even more than it has already done in the short period since its launch.
Paf capitalises on football craze in Sweden
Although based out of Finland’s autonomous region of Åland, state-owned operator Paf has established a solid footprint in the neighbouring market of Sweden, and now it is taking this one step further by teaming up with Fotbollsmorgon.
Fotbollsmorgon is a digital podcast, which covers all things football in Sweden and across the world. The latest stats claim that the show generates around 14 million streams every month, which amounts to more than 500,000 weekly viewing hours.
As the official partner of the programme, Paf will integrate its Sweden-facing 1X2 brand into Fotbollsmorgon’s broadcasts. This means that the show’s daily betting tips will draw from odds provided by 1X2, while Fotbollsmorgon content will be integrated into the betting platform’s own website.
With the 2026 FIFA World Cup right around the corner and the podcast enjoying major popularity in Sweden, Paf has certainly made a strategic decision that will reach its commercial peak in just a few months’ time.
Eden Hazard becomes latest Stake ambassador
Stake, a casino platform that has become synonymous with celebrity endorsements, has just announced Eden Hazard as the latest face of the global brand.
It is no surprise that the deal will again tie in with the upcoming World Cup, which Hazard is certainly no stranger to, having captained Belgium’s national team for almost 10 years until his retirement in 2023.
During that time, the former Chelsea player has managed to accumulate a significant following on social media, boasting a combined total of 58 million digital fans, which Stake will leverage to get the most out of its marketing campaigns during the global football derby this summer.
Sharing a few words on his involvement with Stake, Hazard said: “Football fans worldwide are incredibly passionate and dedicated, and I’m delighted to collaborate with a brand that truly understands and celebrates that energy, while delivering innovative, community-focused experiences. Let’s make the journey one to remember!”
Spotlight rankings: Who’s standing out?
- Stake/Eden Hazard
There’s a lot going into ranking sports sponsorships, but the most important aspect is their global appeal.
Having that in mind, Stake’s partnership with Hazard has got to come first, with both names massively recognisable among both gambling players and football fans – which more often than not cross over each other.
Combined, Stake and Hazard bring the biggest marketing powerhouse out of today’s selection, which will become even more crucial during the World Cup.
- Paf/Sweden
Again tying into the World Cup, Paf’s deal with Fotbollsmorgon will also reap huge benefits during this summer, albeit on a smaller scale based domestically in Sweden.
- BetWright/Sky Sports Racing
Last but not least, the commercial side of the partnership between BetWright and Sky Sports Racing is limited to the horse racing calendar – which albeit anticipated by many, will most likely be outshined by the accumulated football viewership numbers this year.
Sports sponsorships in the global betting and gaming industry never sleep. This week alone has already produced some major deals, which will be seen by millions of sports fans around the world. This edition of Sponsor Spotlight will gallop across the UK and Ireland alongside BetWright, take on the Swedish airwaves with Paf, and welcome