Sports Value promoted research on the sports betting industry in the sports scene. According to the survey published in Gazeta Esportiva, the sports betting market jumped from US$77 billion in 2019 to US$130 billion in 2021.
In 2019, the industry was worth 77 billion dollars, according to the WLA. Of this amount, 34 billion dollars were in dog and horse races and another 43 billion dollars in traditional sports. Football accounted for more than half of the total, 57%.
“The pandemic greatly expanded the numbers and in 2021 the revenue of the “Sports Betting” sector reached US$ 131 billion. The market will exceed US$ 200 billion in a few years”.
The trend is that more than 100 billion dollars will be generated by 2025, according to Gazeta Esportiva. Asian and Pacific industries will account for nearly 40%. And, the legalization of sports betting in the US has leveraged the figures, and may grow even more in the coming years.
The national industry is seen as one of the most promising on the planet. With proper regulation, it can exceed 3 billion dollars a year and keep up with American growth. Remembering that the Brazilian government fails to collect millions in taxes in a gigantic segment.
Sports marketing for bookmakers
Bookmakers are relevant brands for football today. It’s a global wave, both in developed markets and emerging locations. In the national territory, betting companies are present in almost all Serie A teams and other divisions of the Brazilian.
According to the Sports Value study, the top 20 teams in the country generated 850 million reais in sponsorships last year and more than a quarter of this amount came from betting companies.
Bookmakers occupy essential advertising spaces on teams, however, they still represent less than other areas. According to the platform “Gente da Globo”, the search terms “bets” and “bet” have increased a lot in the country. Among the factors for choosing a betting site, the main one is the positive experience of friends.
Sports Value Analysis
The betting industry uses bonuses to reach more players. Sports marketing can decrease Customer Acquisition Cost (CAC), with more creative activations for the brand. So, as groups need to increase profitability in retail and use brand strength and storytelling, the same has to happen with bookmakers.
According to Sports Value evaluations, it is much more economical, profitable and efficient to invest in creative marketing strategies with the fan, than just providing bonuses for betting. Experiences, exclusive content, unique promotions, cashbacks and more in-depth analyzes are the way to retain the bettor.
On the other hand, European countries began to restrict these agreements. The ideal is the consolidation of a healthy business for brands, focusing on the quality of the relationship with customers. Therefore, sports marketing can boost business. For 59% of gamblers in the country, according to the Gente platform, the experience started in a maximum of one year.
