Sports sponsorships in the global betting and gaming industry never sleep. This week alone has already produced some major deals, which will be seen by millions of sports fans around the world.
This edition of Sponsor Spotlight is all about football (mostly), and will look at VERSUSbet helping one of the biggest European football grands to gain leverage in Brazil, an England football legend tackling prediction markets, Midnite adding another high-profile football sponsorship to its portfolio, and Betway dusting off a long-forgotten racecourse.
VERSUSbet helps Real Madrid reach new heights in Brazil
With two years of a successful European partnership behind their backs, Latin American operator VERSUSbet is now ready to help the Spanish football giant’s expansion deep into Latin America, helping the club get closer to what is already a significant fanbase in Brazil.
Being the first operator to represent Real Madrid in the country of football, over the next five years VERSUSbet will ensure that Brazilian fans of Los Blancos do not get left out of exclusive activations and unique ways to deepen their engagement with the European giants, even from some 5,000 miles away.
‘Can you out-predict Steven Gerrard?’
The above is exactly what operator WE88 and its brand ambassador Gerrard have picked as a slogan for their latest marketing campaign to promote the launch of WePredict, a free-to-play prediction game with a total prize pool of US$50,000.
Something like prediction markets but still not quite, the premise is simple – see what the former England captain thinks the result of the next World Cup game will be, and try to beat him in his own game.
WePredict will carry on into the 2026/27 football season, with even more prizes and more chances to out-predict the pros.
Clock strikes Midnite for Southampton FC, again
Midnite is no stranger to doing on-the-pitch business within the Sky Bet EFL Championship, having brokered deals with Wolverhampton Wanderers, Middlesbrough and Sheffield United.
The operator has also built a good relationship with Southampton FC. Club fans will remember the full-sized, 50-year commemorative tifo from last season – courtesy of Midnite – for years to come.
Both have now shook hands once more, with Midnite becoming Southampton FC’s official training kit partner, which might bring even more benefits than your typical front-of-shirt sponsorship.
Towcester Racecourse breaks eight-year drought thanks to Betway
The last time that hooves hit the ground at the Northamptonshire venue was in 2018.
Later placed into administration and officially closing for horse racing in 2019, the Orchestrate-owned racecourse has since been devoid of a horse racing calendar.
This is all about to change in 2027, however, thanks to Betway breathing new life into the venue by becoming its new principal partner.
Fans can expect a completely refurbished racecourse by the time official National Hunt racing returns at the start of the 2027/28 jump season.
Spotlight rankings: Who’s standing out?
1. VERSUSbet/Real Madrid
First comes VERSUSbet’s activation in Brazil, but not because we at the office are Real Madrid fans (we are).
From a business perspective, Brazil is one of the biggest sports betting markets value-wise in the world. Both partners are guaranteed to see major commercial benefits on local soil, however we are not quite sure whether it is VERSUSbet that brings more brand recognition for Real Madrid or is it the other way around.
2. Gerrard/WE88
Another deal destined for a major impact, at least in the initial launch stages.
Rolling out WePredict during the biggest football tournament in the world is a smart business move, even more so when England is still in the fight and your brand ambassador is the former England captain.
However, it is up for debate whether WE88 will manage to keep the momentum going after the World Cup is over, and it is replaced by the regular football season and bettors start going back to their familiar wagering platforms.
3. Betway/Towcester Racecourse
After years of closed doors, stands full of memories and uncertainty looming about the future, we’re placing this third as it is certainly a feel-good story.
It also suggests that bookmakers are not flooding to abandon their racing partnerships as we expected at the start of this year, at least Betway aren’t anyway.
4. Midnite/Southampton FC
Midnite branding in the Sky Bet EFL Championship is nothing new. It’s also not a big surprise that the operator is backing Southampton FC.
However, one thing that is definitely worth keeping an eye on is how effective this partnership will be when it gets incorporated into the training image of the club.
This is certainly a development that operators all across the UK will be watching, given that primetime front-of-shirt deals in the Premier League will be no more starting next season.