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 .
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