January 10 – Betting in football is a fact of life and the cost of doing business. In the club game, sponsorship is attached to almost anything that is within eyesight, however, the international game has been relatively immune until recently when both FIFA and UEFA agreed spnosrships with Betano and Bet365.
Now Concacaf, the hosts of the 2026 FIFA World Cup, is looking for a piece of the action with and have launched an invitation process for interested parties to submit offers to become the official betting partner/sponsor of the Confederation’s senior women’s and men’s national team and club competitions that will take place from 2025-2028.
The Concacaf region is embarking on a run of events that will garner more eyeballs than ever including the men’s Nations League Finals, Gold Cup, and Champions Cup, as well as the recently launched women’s club competition (W Champions Cup) and new women’s national team calendar.
The tender process is staying in-house and will be run by Concacaf’s commercial department.
Currently, American gambling and betting brands dominate sports sponsorship spending across the Americas while in the US the market has seen a rapid relaxation of online betting rules with states licensing online bookmakers. Gambling and betting brands with headquarters in the Americas region acquired 383 sponsorship deals in 2023, accumulating to over $1 billion in annual value.
As the American sports betting industry continues to expand, it has reached a high-water mark, posting a record $10.92 billion in revenue for 2023, according to the American Gaming Association’s annual report.
Whoever is selected will become Concacaf’s first-ever official betting partner/sponsor and the competition between gambling platforms is expected to be fierce as the region encompasses North America, Central America, and the Caribbean.
Contact the writer of this story, Nick Webster, at moc.l1736498056labto1736498056ofdlr1736498056owedi1736498056sni@o1736498056fni1736498056
