This week saw three big sponsorship moves, ones which are going to make this edition of Sponsorship Spotlight a tough one to judge as a trio of betting’s heavy hitters add some serious power to their marketing portfolios.
Close to home, UK taxes may be biting into the British marketing budget, but this has not stopped Betfred from keeping its connection to rugby league. Overseas, Betano is cementing its status as one of FIFA”s most reliable partners, while FanDuel heads to the track.
Betfred backs two sports in one
Betfred has one of the biggest retail estates on the UK high-street, while also operating a popular online platform. Sponsorship and marketing have been key to the firm’s modern success, with it focusing heavily on sports with strong working class roots.
This week, the brand has thrown its hat into the ring alongside the Rugby Football League (RFL), of which it is a long-time partner, and BOXXER, a Manchester-based boxing promoter.
The partnership is joining the dots with two events being held this weekend at Wembley in London – the Challenge Cup finals at Wembley stadium, and the super-lightweight clash between BOXXER’s Adam Azim and Steve Claggett at the OVO Wembley Arena.
Betfred boss Fred Done said: “I’m delighted to be involved in this Super Saturday and looking forward to taking my seat at Wembley for two enthralling Betfred Challenge Cup finals and then watching the highly talented Adam Azim. It should be a cracking day of sport.”
Ben Shalom, BOXXER Founder and Chief Executive Officer said: “This is a brilliant opportunity to bring together two passionate sporting audiences for a huge day in Wembley, powered by Betfred.”
Formula 1 adds FanDuel to growing betting roster
Flutter Entertainment-owned FanDuel is one of the two largest betting operators in the US, the other being its main rival DraftKings, and sponsorship deals with franchises and leagues have strongly underpinned its growth.
In its latest deal, the firm has partnered with Formula 1. The company has been named official betting partner in the US and Canada, two months into the 2026 season. The US and Canada collectively host four races – Montreal, Miami, Las Vegas and Austin.
“Being named an official betting operator of Formula 1 marks an exciting step forward as we enhance our sportsbook product to deliver more interactive experiences for fans,” said Karol Corcoran, Managing Director of FanDuel Sportsbook.
Formula 1 has been paying a lot more attention to betting. The firm partnered with Betway at the start of May and has been working with lottery operator Allwyn for a year now. It has also been working with Crypto.com since 2021, though this predates the crypto exchange’s entry into prediction markets by four years.
Jonny Haworth, Director of Commercial Partnerships, Formula 1, added:. “As sports betting becomes an increasing component with how fans, especially in the US, interact with sport, it’s vital we have a strong and well-placed partner to deliver our strategy and fuel our momentum across the market.
“With tens of millions of fans across the country, FanDuel is yet another avenue that eligible fans can enjoy and experience the thrill of Formula 1.”
Betano and FIFA keep the ball rolling
Kaizen Gaming’s Betano is no stranger to working with FIFA. The Greece-based sportsbook became the first ever official partner of a World Cup back in 2022 and partnered with the Club World Cup in 2025.
The firm’s latest deal with football’s global governing body makes it an official tournament supporter of the World Cup, which gets underway in just three weeks. The deal is regional, focusing on South America and Europe.
George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming, said: “Partnering with FIFA for the third time is a proud milestone for everyone at Kaizen Gaming and a clear reflection of our global evolution.”
FIFA’s Chief Business Officer, Romy Gai, said: “Since we first partnered with Betano four years ago, we have seen a genuine commitment to sporting integrity, bringing fans closer to our game and finding new, engaging ways to entertain them.”
Spotlight rankings: Who’s standing out?
- Betano / World Cup
No disrespect intended to FanDuel and the F1, or Betfred, BOXXER and the RFL, but it’s hard to argue with the global power of the World Cup. Despite some controversies and difficult kick off times, this year’s tournament is expected to attract 5.8 billion viewers worldwide – and for European and South America ones, who also happen to be Betano’s core customers, the Kaizen brand will be front-and-centre.
- FanDuel / Formula 1
This is a real combination of two heavy hitting brands – one of the two biggest sportsbooks in the US and the world’s most widely viewed motorsports series. F1’s growth in the US, where its TV audience now averages well over a million per race, also makes this perfect timing for FanDuel to capitalise on the post-Drive to Survive success.
- Betfred / BOXXER / RFL
It seems harsh to put this one in third place, as it is a perfect partnership for Betfred. The company has been a partner of the Super League, the top-division of British rugby league, since 2017, and the sport has deep roots in the brand’s heartland of North-West England, as does boxing. The partnership works well for Betfred’s brand, but it’s hard to compete with the likes of the World Cup and F1.