La Premier League está entrando en su último año permitiendo patrocinios con casas de apuestas en la parte frontal de sus equipaciones. El cambio en la ley se aprobó en 2023 y entrará en vigor en la temporada 2026/27, aunque las colaboraciones podrían seguir mostrándose en la espalda o en las mangas.
Considerada la liga más valiosa del mundo, valorada en 11.770 millones de euros, según un estudio de SportingPedia, los equipos de la Premier League siguen dependiendo de los patrocinios de empresas del sector.
Para la temporada 2025/26, 11 de los 20 clubes participantes lucirán una marca en sus camisetas, entre ellos Aston Villa (Betano), Bournemouth (BJ88), Brentford (Hollywoodbets), Burnley (96.com), Crystal Palace (Net88), Everton (Stake), Fulham (Sbotop), Sunderland (W88), West Ham (Boyle Sports), Wolverhampton (Debet) y Nottingham Forest (Bally’s). Además, otras grandes equipos ingleses tienen alianzas institucionales con casas de apuestas, como el Chelsea. En enero de este año, el vigente campeón de la Copa Mundial de la FIFA anunció un acuerdo con Roobet y, en un comunicado, indicó que la alianza busca expandirse a Latinoamérica y Canadá, lo que permitirá la visibilidad y el alcance de la marca en 32 mercados clave, mejorando la experiencia del usuario con contenido promocional y campañas exclusivas.
Estas cifras demuestran que se trata de un mercado maduro y regulado en varios países, lo que muestra la realidad de la inversión en las principales ligas del mundo
“Estas cifras demuestran que se trata de un mercado maduro y regulado en varios países, lo que muestra la realidad de la inversión en las principales ligas del mundo —algunas más, otras menos—, pero que desvela la importancia de esta industria global en el fútbol, con inversiones fundamentales para los ingresos de los clubes, ya sea a través de la exposición de las camisetas o de colaboraciones institucionales”, afirma Nickolas Ribeiro, socio y fundador de Grupo Ana Gaming, propietario de las marcas 7k, Vera y Cassino, siendo este último el patrocinador principal del Fortaleza.
Eberechi Eze, del Crystal Palace.
El Manchester City y el Nottingham Forest también han firmado colaboraciones institucionales con Betway, una compañía de apuestas, en un contrato firmado a mediados de 2024. El acuerdo busca colaborar en diversas activaciones y oportunidades de contenido exclusivo, además de la presencia de la marca en activos digitales y estadios. Durante el mismo período, el Liverpool firmó un acuerdo similar con Ladbrokes, que se convirtió en el socio oficial de apuestas del club en el Reino Unido e Irlanda.
Un crecimiento del 1.000%
El patrocinio de apuestas en la Premier League ha crecido más del 1.000 % en las últimas dos décadas. El primer club patrocinado por una apuesta fue el Fulham, en la temporada 2002-2003, con Betfair. El auge en Inglaterra despegó en la temporada 2016-17, con 10 clubes con marcas en sus equipaciones, llegando a 11 la temporada pasada y regresando a 10 en la 2025-26.
Se espera que el cambio en la ley, que eliminará los patrocinios de apuestas de la parte frontal de las camisetas, afecte negativamente a la Premier League en más de 40 millones de libras al año (46,3 de euros), según un estudio realizado por la English Football League (EFL).
Los patrocinios deportivos pueden ser beneficiosos para las marcas que buscan reconocimiento, notoriedad y fidelización
“Con una base de aficionados significativamente grande y fiel, los patrocinios deportivos pueden ser beneficiosos para las marcas que buscan reconocimiento, notoriedad y fidelización”, afirma Alex Rose, director ejecutivo de InplaySoft, empresa inglesa que crea y desarrolla plataformas y proveedores para casas de apuestas.
Otros campeonatos
¿Y cómo funciona el mercado de patrocinios en las principales ligas del mundo? Sin duda, Brasil es el país con más clubes patrocinados por casas de apuestas, con un 100% en total. Si consideramos las principales ligas del mundo, Portugal se acerca más. De los 18 clubes de élite, 12 están patrocinados por alguna casa de apuestas (67%), y 11 pertenecen a la liga máster. Estos son Sporting, Benfica, Porto, Braga, Famalicão, Vitória, Rio Ave Arouca, Estoril Praia, Gil Vicente, Moreirense, Santa Clara y Farense.
“En las principales ligas deportivas del mundo, el sector de las apuestas deportivas se consolida como un importante inversor. Es un segmento con amplia representación y con potencial para generar innumerables beneficios, no solo para el deporte, sino también para la sociedad en su conjunto. En un entorno regulado, donde solo operan plataformas legales que garantizan la seguridad de los participantes, todos salen ganando”, analiza Igor Sá, director de marketing y director de operaciones de HiperBet.
En las principales ligas deportivas del mundo, el sector de las apuestas deportivas se consolida como un importante inversor
En la Bundesliga alemana, 11 de los 18 equipos (61%) tienen asociaciones con casas de apuestas (Bayer Leverkusen, Borussia Dortmund, Eintracht Frankfurt, Friburgo, Werder Bremen, Union Berlin, Mainz 05, Augsburg, Heidenheim, 1899 Hoffenheim y Holstein Kiel), pero sólo uno de ellos tiene un display en la manga de la camiseta, como el Holstein Kiel.
Christian Kofane, jugador del Bayer Leverkusen.
En LaLiga española, cinco de los 20 clubes tienen colaboraciones con casas de apuestas, pero ninguna en sus equipaciones, como el Real Madrid, el Barcelona, el Athletic, el Alavés y el Celta de Vigo.
En la Ligue 1 francesa, nueve de los 18 equipos (50%) están patrocinados por casas de apuestas (París Saint-Germain, Mónaco, Lille, Niza, Lyon, Stade Reims, Le Havre, Saint-Étiénne y Angers); solo uno aparece en la equipación principal (Le Havre), mientras que seis de ellos no aparecen en las equipaciones.
En Inglaterra, la Segunda División, conocida como Championship, también es destacable, cuya inversión en refuerzos durante este mercado de fichajes de enero se situó entre las 5 mejores de las ligas más importantes del mundo. Los patrocinios de apuestas también destacan en la competición, con 12 de los 24 equipos asociándose con casas de apuestas.
La presencia de casas de apuestas en clubes de todo el mundo demuestra la globalidad y la importancia estratégica que ha adquirido este mercado para el fútbol. Junto con esta expansión, también crece la responsabilidad de promover una cultura de juego responsable. “El entretenimiento debe ir acompañado de información, límites y orientación”, afirma Daniel Fortune, influencer digital especializado en Juego Responsable.
En Italia, 10 de los 20 equipos tienen acuerdos con casas de apuestas (Inter de Milán, Milán, Juventus, Lazio, Fiorentina, Torino, Udinese, Como, Monza, Lecce); solo uno juega en la liga principal (Inter de Milán), pero solo cinco incluyen apuestas deportivas en sus uniformes.
El Milán, por ejemplo, firmó recientemente un acuerdo sin precedentes con el mercado brasileño de apuestas deportivas. Autorizado por el Gobierno Federal para operar en el país, el Real Madrid se convirtió en abril en el Socio Oficial Regional de Apuestas del club en Latinoamérica, convirtiéndose en la primera empresa brasileña del sector en patrocinar a un gran equipo europeo.
This news was originally published on this post .
About the author
Burnley leave it late to edge past Derby in Carabao Cup
Oliver Sonne slid home a dramatic stoppage-time winner as Burnley sealed a place in the third round of the Carabao Cup with a 2-1 victory over Derby.The Peruvian international defender provided a cool finish just as the tie looked destined for a penalty shootout after Championship side Derby fought back to level in an even contest at Turf Moor. Aaron Ramsey scored his first goal for almost two-and-a-half years in only his second appearance for the Clarets since suffering a serious knee injury in a 5-0 Premier League defeat by Arsenal in February 2024 as the former Aston Villa midfielder gave Scott Parker's side an early lead. Please use Chrome browser for a more accessible video player Aaron Ramsey scores the first goal of the night in the Carabao Cup match between Burnley and Derby. Bobby Clark levelled before half-time […]
Raducanu ready to take on Indonesian star Tjen on Wednesday – live on Sky Sports
British No 1 Emma Raducanu is ready to take on Janice Tjen knowing she must be wary of the Indonesian qualifier who has won six tournaments and 59 matches in her first season on the WTA Tour.Former champion Raducanu took a step towards exorcising her recent US Open demons, earning her first victory at the tournament since lifting the trophy in 2021 by beating Japan's Ena Shibahara 6-1 6-2 in the first round on Sunday. The 22-year-old has brought her level up a couple of notches this year, reaching the Washington Open semi-finals and taking world No 1 Aryna Sabalenka to the brink at Wimbledon and Cincinnati. Emma Raducanu's projected US Open draw R1 - bt Shibahara 6-1 6-2R2 - TjenR3 - RybakinaR4 - Paolini/Kessler/VondrousovaQF - Sabalenka/TausonSF - Pegula/Andreeva/BencicF - Swiatek/Gauff/Anisimova Please use Chrome browser for a more accessible video […]
Falcons place RT Kaleb McGary on season-ending IR, lose blindside protector for lefty QB Michael Penix Jr.
Michael Penix Jr. will play his first season as the Atlanta Falcons' full-time starting quarterback without Kaleb McGary, the blindside protector his organization just signed to a two-year, $30 million contract extension.The Falcons revealed their initial 53-man roster on Tuesday and placed McGary on injured reserve without the designation to return.AdvertisementAdvertisementAdvertisementMcGary suffered a left leg injury on Aug. 20 during the final practice of Falcons training camp. He had to be carted off the field and then received an MRI.After Atlanta's preseason finale, head coach Raheem Morris told reporters that McGary would miss "significant time." As it turns out, McGary will be sidelined for the entire season. The news arrived the same month he signed his extension through the 2027 campaign.The Falcons selected McGary out of Washington with the No. 31 overall pick in the 2019 draft. Since then, he […]
Craque Neto estabelece prazo para o São Paulo alcançar Palmeiras e Flamengo: “Precisa de oito anos”
Craque Neto, apresentador da Band (Foto: Reprodução)Craque Neto projeta Flamengo e Palmeiras, nos próximos anos, nadando de braçada no futebol brasileiro. Neste cenário, para que os times de maior força em solo nacional sejam ameaçados, o ex-jogador acredita que o São Paulo precisa encarar uma reestruturação de oito anos. Caso o mesmo planejamento financeiro visto nos rivais seja aplicado, houve uma sinalização favorável para o Tricolor recuperar o status de “soberano”. PUBLICIDADE PUBLICIDADEAlém do São Paulo, o Corinthians também foi mencionado pelo Craque Neto. Porém, levando em conta a situação mais grave nos bastidores do Timão, o apresentador avalia que, com uma administração responsável, a volta por cima do clube alvinegro vai demorar uma década.“Se o São Paulo se reestruturar, o São Paulo briga para ganhar títulos também. Mas, neste momento, esquece!”, disse o Craque Neto, no programa “Os Donos […]
All-Star Astros slugger Yordan Alvarez returns to lineup for stretch run of heated AL West race after missing nearly 4 months
The Houston Astros are getting an upgrade in time for the stretch run.Three-time All-Star slugger Yordan Alvarez has been activated from the injured list after missing nearly four months with a bone fracture in his right hand. He's in the lineup for Tuesday's game against the Colorado Rockies and will bat cleanup.AdvertisementAdvertisementAdvertisementAlvarez has been sidelined since May 3 with the injury that was initially diagnosed as a muscle strain. The Astros initially expected Alvarez to miss a few weeks with the injury before imaging on May 31 revealed that he'd actually sustained a bone fracture.[Join or create a Yahoo Fantasy Football league for the 2025 NFL season]His return is timely as the Astros are engaged in a competitive race atop the AL West with 31 games remaining in their regular season. The Astros enter Tuesday at 72-59, with a 1.5-game […]
NFL roster cuts tracker: Full list of released and waived players now that deadline has passed
The deadline for NFL roster cutdowns to 53 players has come and gone. Here's your guide to the full list of releases.AFC East: Buffalo Bills | Miami Dolphins | New England Patriots | New York JetsAFC North: Baltimore Ravens | Cincinnati Bengals | Cleveland Browns | Pittsburgh SteelersAFC South: Houston Texans | Indianapolis Colts | Jacksonville Jaguars | Tennessee TitansAFC West: Denver Broncos | Kansas City Chiefs | Las Vegas Raiders | Los Angeles ChargersAdvertisementAdvertisementAdvertisementNFC East: Dallas Cowboys | New York Giants | Philadelphia Eagles | Washington CommandersNFC North: Chicago Bears | Detroit Lions | Green Bay Packers | Minnesota VikingsNFC South: Atlanta Falcons | Carolina Panthers | New Orleans Saints | Tampa Bay BuccaneersNFC West: Arizona Cardinals | Los Angeles Rams | San Francisco 49ers | Seattle SeahawksBuffalo BillsDB Zy Alexander DE Nelson Ceaser DB Garnett Hollis Jr. OL […]
Related
Burnley leave it late to edge past Derby in Carabao Cup
Oliver Sonne slid home a dramatic stoppage-time winner as Burnley sealed a place in the third round of the Carabao Cup with a 2-1 victory over Derby.The Peruvian international defender provided a cool finish just as the tie looked destined for a penalty shootout after Championship side Derby fought back to level in an even contest at Turf Moor. Aaron Ramsey scored his first goal for almost two-and-a-half years in only his second appearance for the Clarets since suffering a serious knee injury in a 5-0 Premier League defeat by Arsenal in February 2024 as the former Aston Villa midfielder gave Scott Parker's side an early lead. Please use Chrome browser for a more accessible video player Aaron Ramsey scores the first goal of the night in the Carabao Cup match between Burnley and Derby. Bobby Clark levelled before half-time […]
Raducanu ready to take on Indonesian star Tjen on Wednesday – live on Sky Sports
British No 1 Emma Raducanu is ready to take on Janice Tjen knowing she must be wary of the Indonesian qualifier who has won six tournaments and 59 matches in her first season on the WTA Tour.Former champion Raducanu took a step towards exorcising her recent US Open demons, earning her first victory at the tournament since lifting the trophy in 2021 by beating Japan's Ena Shibahara 6-1 6-2 in the first round on Sunday. The 22-year-old has brought her level up a couple of notches this year, reaching the Washington Open semi-finals and taking world No 1 Aryna Sabalenka to the brink at Wimbledon and Cincinnati. Emma Raducanu's projected US Open draw R1 - bt Shibahara 6-1 6-2R2 - TjenR3 - RybakinaR4 - Paolini/Kessler/VondrousovaQF - Sabalenka/TausonSF - Pegula/Andreeva/BencicF - Swiatek/Gauff/Anisimova Please use Chrome browser for a more accessible video […]
Falcons place RT Kaleb McGary on season-ending IR, lose blindside protector for lefty QB Michael Penix Jr.
Michael Penix Jr. will play his first season as the Atlanta Falcons' full-time starting quarterback without Kaleb McGary, the blindside protector his organization just signed to a two-year, $30 million contract extension.The Falcons revealed their initial 53-man roster on Tuesday and placed McGary on injured reserve without the designation to return.AdvertisementAdvertisementAdvertisementMcGary suffered a left leg injury on Aug. 20 during the final practice of Falcons training camp. He had to be carted off the field and then received an MRI.After Atlanta's preseason finale, head coach Raheem Morris told reporters that McGary would miss "significant time." As it turns out, McGary will be sidelined for the entire season. The news arrived the same month he signed his extension through the 2027 campaign.The Falcons selected McGary out of Washington with the No. 31 overall pick in the 2019 draft. Since then, he […]
Craque Neto estabelece prazo para o São Paulo alcançar Palmeiras e Flamengo: “Precisa de oito anos”
Craque Neto, apresentador da Band (Foto: Reprodução)Craque Neto projeta Flamengo e Palmeiras, nos próximos anos, nadando de braçada no futebol brasileiro. Neste cenário, para que os times de maior força em solo nacional sejam ameaçados, o ex-jogador acredita que o São Paulo precisa encarar uma reestruturação de oito anos. Caso o mesmo planejamento financeiro visto nos rivais seja aplicado, houve uma sinalização favorável para o Tricolor recuperar o status de “soberano”. PUBLICIDADE PUBLICIDADEAlém do São Paulo, o Corinthians também foi mencionado pelo Craque Neto. Porém, levando em conta a situação mais grave nos bastidores do Timão, o apresentador avalia que, com uma administração responsável, a volta por cima do clube alvinegro vai demorar uma década.“Se o São Paulo se reestruturar, o São Paulo briga para ganhar títulos também. Mas, neste momento, esquece!”, disse o Craque Neto, no programa “Os Donos […]
All-Star Astros slugger Yordan Alvarez returns to lineup for stretch run of heated AL West race after missing nearly 4 months
The Houston Astros are getting an upgrade in time for the stretch run.Three-time All-Star slugger Yordan Alvarez has been activated from the injured list after missing nearly four months with a bone fracture in his right hand. He's in the lineup for Tuesday's game against the Colorado Rockies and will bat cleanup.AdvertisementAdvertisementAdvertisementAlvarez has been sidelined since May 3 with the injury that was initially diagnosed as a muscle strain. The Astros initially expected Alvarez to miss a few weeks with the injury before imaging on May 31 revealed that he'd actually sustained a bone fracture.[Join or create a Yahoo Fantasy Football league for the 2025 NFL season]His return is timely as the Astros are engaged in a competitive race atop the AL West with 31 games remaining in their regular season. The Astros enter Tuesday at 72-59, with a 1.5-game […]
NFL roster cuts tracker: Full list of released and waived players now that deadline has passed
The deadline for NFL roster cutdowns to 53 players has come and gone. Here's your guide to the full list of releases.AFC East: Buffalo Bills | Miami Dolphins | New England Patriots | New York JetsAFC North: Baltimore Ravens | Cincinnati Bengals | Cleveland Browns | Pittsburgh SteelersAFC South: Houston Texans | Indianapolis Colts | Jacksonville Jaguars | Tennessee TitansAFC West: Denver Broncos | Kansas City Chiefs | Las Vegas Raiders | Los Angeles ChargersAdvertisementAdvertisementAdvertisementNFC East: Dallas Cowboys | New York Giants | Philadelphia Eagles | Washington CommandersNFC North: Chicago Bears | Detroit Lions | Green Bay Packers | Minnesota VikingsNFC South: Atlanta Falcons | Carolina Panthers | New Orleans Saints | Tampa Bay BuccaneersNFC West: Arizona Cardinals | Los Angeles Rams | San Francisco 49ers | Seattle SeahawksBuffalo BillsDB Zy Alexander DE Nelson Ceaser DB Garnett Hollis Jr. OL […]
Be the first to leave a comment