2024 has firmly established itself as one of the most significant years for sports in recent memory. This year has featured quadrennial global football tournaments like the African Cup of Nations (AFCON), The UEFA European Football Championship (EURO 2024), and CONMEBOL Copa América (Copa América), as well as the Summer Olympics. Additionally, annual competitions such as Wimbledon, Six Nations, and the Champions League have taken place, alongside the regular fixtures of football leagues like the Premier League, Serie A, and LaLiga.
To say sports fans have been spoilt for choice, is a tremendous understatement and the constant influx of major sporting events has done nothing but heighten the general public’s love for competitive sporting events.
A recent report indicated that a staggering 24.2 million viewers in the UK alone watched Euro 2024 last month, accounting for a third of the country’s population. Furthermore, the viewership of regional sporting events is clearly transcending borders, with the FOX network reporting that the Euro Championship averaged a record 1.675 million viewers per match in the US, up 34% from the 2021 turnout. Similarly, the Copa America drew in 1.418 million viewers per match, about 4.6 times the average for the 2021 edition.
Despite the evident success of the past year, this heightened attention on global and regional sporting events has also presented various challenges for the sporting industry.
Over the past 18 months, there has been significant outrage over match-fixing and insider betting allegations involving international football stars. High-profile names such as Ivan Toney, Sandro Tonali, Ulises Dávila, and Lucas Paquetá are among the players recently charged, all resulting in multiple-month bans in their respective sports. Additionally, a new Premier League ruling will ban betting companies from being front-of-kit sponsors from 2026 onwards. This, combined with growing concerns about the influence of betting brands on younger viewers, has further complicated the relationship between sports and the gambling industry. As a result, many brands are rethinking their strategies for the next decade.
In just a couple of weeks, SBC will host its flagship event, SBC Summit. Held at the Feira Internacional de Lisboa from September 24 to 26, 2024, the global event will bring together 25,000 industry professionals for three days of invaluable networking opportunities, an expansive 110,000m² show floor, and a comprehensive educational programme.
To enhance delegates’ understanding of the current sports betting landscape, SBC Summit will feature a dedicated Sports Betting Zone, which will host a three-day conference track focused exclusively on sports betting.
In this blog post, we will explore the various sports event-focused panels taking place during the ‘Sports Betting’ track. We will highlight the context and themes of each panel, discuss their significance for delegates, and introduce the influential industry experts who will be speaking.
Paris 2024: An Olympic-sized Challenge?
Unlike events such as the World Cup or regional tournaments like the Euros, Copa America, and AFCON, the Olympics is unique in its global scope, primarily focusing on sports that are not widely covered in the media, shown weekly, or followed by large audiences.
Yes, the Olympics have showcased worldwide superstars from major sports such as LeBron James and Novak Djokovic, and names like Usain Bolt, Mo Farah, and Simone Biles have recently become household names.
However, with nearly 11,000 athletes competing across 329 events in 32 sports, many traditional sporting events lack exposure to the general public. This lack of exposure, coupled with inconvenient global viewing schedules and competition from more recognisable sports, has created a sense of disconnect between athletes and spectators. Consequently, this has led to less attention around pivotal Olympic events and a lack of enthusiasm from bettors to place bets.
This is evident in the current betting statistics for the Paris Olympics. A recent ESPN report indicates that the Spanish team has attracted the second-most bets of any team at the Olympics. This is potentially, or at least partly, due to Spain’s senior team being fresh off a victory at Euro 2024, despite it being their U-23 squad competing in Paris.
In contrast, the lack of familiarity with emerging athletes in less-covered sports, combined with bettors choosing to spend their money on more conventional sports, leads to much lower wager volumes on events like table tennis or hurdles. These challenges underscore the difficulties both sportsbook operators and the Olympics face in broadening the event’s appeal and increasing exposure for the thousands of athletes participating in niche sports.
The session titled ‘Pricing Niche Sports: An Olympic-Sized Challenge?’ will explore how sportsbooks and operators can shift perceptions of the Olympics to drive betting activity on niche sports. The panel will feature sportsbook experts Luke McCabe (Customer Success Lead, Flutter International), Giannis Paraschos (Director of Sportsbook Product, Novibet), and Jens Nielsen (Sportsbook Director, Danske Spil). They will discuss strategies for leveraging the star power of world-renowned athletes from the NBA, tennis, and football, while also engaging patriotic bettors to capitalise on one of the world’s most prestigious sporting events. This panel will take place on Tuesday, September 24th, the first core day of SBC Summit, as part of the ‘Sports Betting’ conference track.
Global Football Tournaments: Securing the Win for Sportsbook Operators
Since the world emerged from the global lockdown caused by the COVID-19 pandemic, football fans have been treated to a continuous stream of events.
In 2021, European audiences finally enjoyed the delayed Euro 2020. This was followed in 2022 by the World Cup in Qatar and the Women’s Euros, and then in 2023, the Women’s World Cup. In 2024, football enthusiasts enjoyed the Euros 2024, AFCON, and Copa America tournaments.
But how has this steady influx of annual football events impacted the sports betting landscape?
To understand this, it’s crucial to consider the differing sports betting environments in the regions hosting these tournaments, such as the Copa America in South America and the Euros 2024 in Germany.
In most European markets, sports betting has long been an integral part of football culture, with the European sports betting industry reaching a market size of $33.75 billion in 2023. These markets are well-established, featuring seasoned bettors and the general public who are familiar with major betting brands, exposed to extensive media advertisements, and have multiple accessible channels for placing bets.
During the recent Euro 2024, several key European markets experienced remarkable growth. For example, Germany saw an astonishing 400% increase in player growth, France’s betting activity surged by over 200% following their victory over Belgium in the round of 16, and the UK’s betting volume rose by 16% year-on-year to £625 million. Additionally, online gambling in the UK reached £1.46 billion, marking a 12% increase compared to the previous year.
In contrast, both North American and South American regions are currently navigating a transitional phase in sports betting. Many North American states and Latin American markets are either establishing new sports betting regulations, still in their early growth stages, or have yet to legalise the activity. Additionally, these regions have significantly different player preferences, regional customs, and favoured betting platforms and strategies, making a one-size-fits-all approach challenging for sportsbook operators.
However, there is notable potential in both regions. FOX reported a 44% increase in viewership for this year’s Copa America, with an average of 987,000 viewers per match. TelevisaUnivision, the leading Spanish-language media company, reported a record-breaking 6.35 million total viewers. These figures indicate that both North and South American betting landscapes are ripe for growth, with more markets moving towards regulation, offering a prime opportunity for sportsbook brands to capitalise on.
Given the varied considerations surrounding major regional sporting events, what strategies can sportsbook operators employ to enhance their offerings and drive further growth? The upcoming SBC Summit will feature panels focused on football, covering lessons from Euro 2024, innovative sportsbook enhancements, securing lucrative sponsorship deals, and forming fruitful partnerships with football associations.
The panel titled ‘UEFA Euro 2024: What Did We Learn?’ will reflect on the 2024 edition of the Euros. The panel will feature industry experts Aidan Barry (Group Head of Sportsbook, FEG), Erkki Palumäe (Chief Sportsbook Officer, SISU Group), Motti Colman (VP Revenue, Optimove), Brent Almeida (Chief Commercial Director, BV-Group), Gareth Williams (Betting & Gaming Director at talkSPORT) and panel moderator Russel Yershon (Director, Connecting Brands). They will discuss market shifts driven by the tournament, reactions from sportsbook operators, and the impact on financial strategies and betting approaches. The panel will take place on Wednesday, September 25th, the second core day of SBC Summit, as part of the ‘Sports Betting’ conference track.
The presentation titled ‘Will Mbappe Shoot on Target More Than Twice? The Rise of Player Props in Football’, will focus on the latest innovations in sportsbook offerings, with a particular emphasis on live player props. Sponsored by WSF, a leading provider of live markets on player, team, and match stats, the session will be led by Giovanni Bertoli (CEO, WSF). Bertoli will provide insights and data on the performance of these live markets across various countries, with a special focus on Europe. The presentation will occur on Wednesday, September 25th, as part of the ‘Sports Betting track.
The panel ‘Futbol in LatAm: What next for commercial partnerships?’ will address strategies for sportsbook operators to capitalise on commercial opportunities in Latin America. Featuring industry experts Rafael Ganem (Commercial Director, Botafogo), Federico Maques (Marketing Director, Boca Juniors), Hristo Spasov (Director of Sports Betting, Codere), Francisco Lorenzo (Commercial Director, River Plate), and panel moderator Murilo Lima (Director of Partnerships, Onefootball), the discussion will address expected changes in the Latin American sponsorship market, the potential impact of restrictive regulations on gambling opportunities, and how brands can leverage insights from the recent Copa America tournament. The panel will take place on Thursday, September 26th, the final day of SBC Summit, as part of the ‘Sports Betting’ track.
The session titled ‘Betano Panel – Their Deals with UEFA, FIFA, Benfica, Fluminese’ will examine how Betano has strengthened its market presence through strategic partnerships with UEFA, FIFA, and prominent football clubs Benfica and Fluminense. The discussion will provide insights into enhancing global visibility and demonstrating commitment to the football community. The panel will be held on Thursday, September 26th, as part of the ‘Sports Betting’ track.
Enhancing Global Sports Integrity
In recent years, the sporting world has been shaken by a series of high-profile cases that threaten the integrity of global sports.
From England international Ivan Toney receiving an 8-month ban for breaching the English Football Association’s betting rules, to France international Paul Pogba’s four-year ban due to doping charges, and NBA player Jontay Porter facing a lifetime ban for a ‘blatant violation’ of the NBA’s gambling rules, it is clear that traditional integrity issues, such as match-fixing, insider gambling, and doping, continue to plague sports.
Additionally, English cricketer Azeem Rafiq’s 2020 revelations of racism, harassment, and bullying at Yorkshire Cricket Club, followed by further scandals in 2022 across Cricket, Gymnastics, Cycling, and Football, underscore the urgent need for governing bodies to enhance their complaint handling systems and address sports integrity and welfare issues more effectively.
The panel titled ‘Sports Integrity Developments: Collaboration, Regulation, Recreation’ will provide delegates with an overview of the latest developments impacting sports integrity. Featuring leading figures Jason Foley-Train (Head of International Development, IBIA), Karen Sierra-Hughes (Vice President of Latin America Caribbean & Spain, GLI), Nick Iliffe (Director of Intelligence, International Tennis Integrity Agency), Fellipe Fraga (Chief Business Officer, EstrelaBet), and panel moderator Gilles Maillet (President, ULIS), the discussion will cover how sports governing and integrity bodies, in collaboration with betting operators, are addressing integrity issues. The panel will also highlight the importance of collaboration between sports and integrity bodies, regulators, data providers, and betting operators, and explore strategies to ensure a clean future for sports, enhancing the entertainment value for viewers and bettors alike.
Final Thoughts
While 2024 will be celebrated for its impressive array of global sporting events, it should also be recognised for its transformative impact on the future of sports, sports betting, and integrity.
The recent Euros, Copa America tournaments, and Paris Olympics have been pivotal case studies, prompting the industry to reevaluate its impact on the wider sporting world. These events have driven the development of innovative marketing strategies, sparked conversations around new sponsorship approaches, and have seen the rise of emerging gamification features, whilst also prompting a serious reassessment of player and athlete welfare.
While emerging markets in Latin America and the US still need to progress to fully capitalize on these global events, and the industry must improve its strategies to better highlight the Olympic Games, the relationship between sports betting and global sporting events is not only symbiotic but also appears to be evolving harmoniously.