From billboards on the pitch to jerseys, the gaming industry is going all in on the world’s most popular game

Online betting and soccer are becoming more and more inseparable, with virtual casinos pouring big dollars into the sport in the form of sponsorship deals. But what’s propelling the growth of these deals, and what does it mean for the game, the players, and the supporters?

The new power players in soccer sponsorship

If you have been viewing a top-flight soccer match recently, you’ve likely noticed the new wave of sponsors plastered on team jerseys, on billboards and even on the digital billboards that fly around the stadium: Online gaming operators. They’re not the typical soft-drink company or automobile manufacturer. They’re bookmakers with flashy websites, attractive registration offers and ever more willing to discover an audience in the pretty game.

From the Premier League in England to Spain’s La Liga, online casinos are no longer sidelines watchers, they’re high-rollers footing the bills for clubs at every level. And it’s not just a flash in the pan. It’s starting to look like a seismic realignment of the soccer sponsorship business.

Where it all comes together

For fans of such online casinos, whether to try their luck or simply understand the frenzy, there now exist websites that specialize in reviewing sites based on dependability, payouts and even game offerings.

One of the more popular review centers, Bonuses.com, not only analyzes which online casinos support which clubs, but which sites have the greatest welcome bonuses, free spins and loyalty rewards. Editors at the site report an increase in crossover offers tailored to soccer enthusiasts, with sportsbook-casino hybrids delivering differentiated experiences during live games.

In one way, it’s symptomatic of the way fans themselves are changing. Many don’t just sit back and watch the game anymore, they’re engaging with it through fantasy leagues, live betting, and second-screen apps.

A winning bet: Why casinos love soccer

Football is bigger than a sport. It’s a global obsession, commanding the attention of a billion. Online casinos, whose livelihood hinges on traffic and action, can’t have enough of this kind of exposure. These sites are always looking for ways to get people involved, and there are few things with the size and intensity of a top soccer match that just goes quite well with it.

Sponsoring a soccer team, or players, even, gives casinos immediate brand credibility and massive exposure. It also allows them to associate their site with loyalty, anticipation and competition, the same emotional cycles that encourage fans to wager, spin the reels or play poker online.

Consider the Premier League, for example. Over half the squads have gambling companies as shirt sponsors in recent years. It’s not a coincidence, it’s a strategy.

How deep does the nexus go?

The nexus between soccer and betting is there but has never been as deep. It has been taken to a new level by online casinos. Traditional bookmakers used to have physical stores and mere sports betting. Digital operators now have deep games, live betting and huge affiliate networks.

But it goes far beyond logo shirts. Others have made multi-year contracts with online casinos that go from social media content and VIP rewards to complete co-branded online casino lifestyles.

Sevilla FC, a Spanish club, recently partnered with an online casino based in Europe that gives supporters unique bonuses, match-day promotions and branded slot games.  And players aren’t safe from the temptation either. Several high-profile individuals have become brand ambassadors, promoting casinos through individual social media, appearances, and interviews.

It’s not all black and white

Of course, not everyone is greeting the trend. Critics argue that the growing presence of gambling companies in soccer can have unintended consequences, especially for young fans.

It’s one thing to be a fan of your team. It’s another to be constantly exposed to gambling marketing when you’re watching every match. That kind of repetition has a way of making betting behavior more acceptable in ways that we don’t yet fully understand.

There are already governments and leagues starting to look. The UK has actually suggested caps on gambling sponsorships of sports on television, and Italy has already prohibited betting adverts in soccer. But these initiatives face opposition, especially where clubs must have these types of agreements to survive. But the line between sporting entertainment and gambling entertainment is blurrier with each passing season.

Betting on the future

So, what does it all work out for soccer’s future? The injection of revenue from online gambling has most definitely helped some clubs stabilize their accounts, make player investments and survive during uncertain economic periods. It has also altered the mindset towards being a fan. In place of simply wearing the kit or singing on the terraces, fans are now being marketed as potential participants in the world of gambling. Some love the extra dimension; others worry it’s corrupting the integrity of the game.

One thing’s for sure: The math of soccer and online casinos is malleable. As legislation evolves and clubs deal with public perception, the game will have to tread carefully between commercialization and supporter integrity.

Whether you see it as a savvy business plan or a slippery slope, the house has definitely arrived on the pitch. And the odds are now that it’s not leaving anytime soon.