“The pandemic has greatly expanded the numbers and in 2021 the revenue of the sports betting sector reached US$131 billion and the market will exceed US$200 billion in a few years,” pointed out Sports Value.
A new US$106 billion is expected to be generated between 2020 and 2025. The Asian and Pacific markets will account for 39% of the total. In addition, the release of sports betting in the United States has helped to boost the numbers and the trend is for exponential growth for the next few years.
The Brazilian market is one of the most promising on the planet. With the right regulation, it could exceed US$3 billion a year and follow the US trend. The Brazilian government loses important tax revenue from a gigantic sector.
Sports marketing for bookmakers
Bookmakers are endemic brands in the football industry. It is a global movement, in both developed and emerging markets. In Brazil, bookmakers are in practically all the big clubs in Brazil in Series A and B, from other divisions as well.
According to an analysis by Sports Value, the top 20 Brazilian clubs generated R$ 850 million (US$ 159m) in sponsorships in 2021 and more than 25% of this amount comes from bookmakers.
Betting companies in general occupy important advertising space in clubs, but financially represent less than other sectors.
According to data from the platform "Gente da Globo", the search terms “apostas” and “bet” have grown a lot in Brazil. Among the factors for choosing a bookmaker, the main one is the positive experience of friends.
Sports Value Vision
The betting market uses bonuses to attract users. Sports marketing can reduce Customer Acquisition Cost (CAC), with more creative strategies and purpose for the brand.
So, as companies need to increase profitability in retail and use the strength of the brand and storytelling for this, the same has to happen with bookmakers.
According to Sports Value's analysis, it is much more economical, profitable and efficient to invest in creative marketing strategies with the fan, than simply offering bonuses for betting. Experiences, exclusive content, unique promotions, cashbacks and more in-depth analysis are the way to generate value and retain the bettor, for much longer.
Despite the profitability, European countries began to limit sponsorships. The path is to build a healthy business for the brands, focusing on the quality of the relationship with the customer.
Sports marketing can leverage business, all in the digital environment. For 59% of gamblers in Brazil, according to the Gente platform, the experience began in a maximum of one year.
Source: Gazeta Esportiva
