Sponsor Spotlight: Betano, Betfred and FanDuel Secure Major Deals

(AsiaGameHub) –   This week has featured three significant sponsorship agreements, making this installment of Sponsorship Spotlight particularly challenging to rank due to the substantial enhancements to the marketing portfolios of three major players in the betting industry.

While UK taxes may be impacting domestic marketing budgets, Betfred has maintained its commitment to rugby league. Internationally, Betano is solidifying its position as a trusted partner of FIFA, and FanDuel is venturing into the world of motorsports.

Betfred supports two sports simultaneously

Betfred boasts one of the largest physical presences on UK high streets, alongside a popular online operation. Sponsorship and marketing have been crucial to the company’s recent success, with a strong focus on sports that resonate with working-class communities.

This week, the brand has announced its involvement with both the Rugby Football League (RFL), a long-standing partner, and BOXXER, a boxing promoter based in Manchester.

This collaboration connects two events scheduled for this weekend at Wembley in London: the Challenge Cup finals at Wembley Stadium, and the super-lightweight boxing match between BOXXER’s Adam Azim and Steve Claggett at the OVO Wembley Arena.

Betfred founder Fred Done commented: “I am thrilled to be part of this Super Saturday and eagerly anticipate taking my seat at Wembley for two exciting Betfred Challenge Cup finals, followed by watching the exceptionally talented Adam Azim. It promises to be a fantastic day of sport.”

Ben Shalom, Founder and Chief Executive Officer of BOXXER, stated: “This is an excellent opportunity to unite two passionate sports fan bases for a major event at Wembley, made possible by Betfred.”

FanDuel joins Formula 1’s expanding betting partnerships

FanDuel, owned by Flutter Entertainment, is one of the two leading betting operators in the US, alongside its primary competitor DraftKings. Sponsorship deals with sports franchises and leagues have been instrumental in its growth.

In its most recent agreement, the company has partnered with Formula 1. FanDuel has been named the official betting partner in the US and Canada, commencing two months into the 2026 season. The US and Canada together host four races: in Montreal, Miami, Las Vegas, and Austin.

“Being named an official betting operator of Formula 1 represents an exciting advancement as we enhance our sportsbook offering to provide fans with more interactive experiences,” said Karol Corcoran, Managing Director of FanDuel Sportsbook.

Formula 1 has been increasingly engaging with the betting sector. The organization partnered with Betway in early May and has been collaborating with lottery operator Allwyn for the past year. Additionally, they have worked with Crypto.com since 2021, although this partnership predates the crypto exchange’s entry into prediction markets by four years.

Jonny Haworth, Director of Commercial Partnerships at Formula 1, added: “As sports betting becomes a more significant aspect of how fans, particularly in the US, engage with sports, it is crucial to have a strong and well-positioned partner to execute our strategy and maintain our momentum across the market.

“With tens of millions of fans nationwide, FanDuel offers yet another avenue for eligible fans to enjoy and experience the excitement of Formula 1.”

Betano and FIFA continue their collaboration

Kaizen Gaming’s Betano has a history of working with FIFA. The Greece-based sportsbook was the first-ever official partner of a World Cup in 2022 and is set to partner with the Club World Cup in 2025.

The company’s latest agreement with football’s international governing body designates it as an official tournament supporter for the World Cup, which is set to begin in three weeks. This deal is regional, focusing on South America and Europe.

George Daskalakis, Co-Founder and Chief Executive Officer of Kaizen Gaming, stated: “Partnering with FIFA for the third time is a proud milestone for everyone at Kaizen Gaming and a clear reflection of our global expansion.”

FIFA’s Chief Business Officer, Romy Gai, remarked: “Since our initial partnership with Betano four years ago, we have observed a genuine dedication to sporting integrity, bringing fans closer to our game and discovering new, engaging ways to entertain them.”

Spotlight rankings: Who is making an impact?

1. Betano / World Cup

While acknowledging the significant partnerships of FanDuel with F1 and Betfred with BOXXER and the RFL, the global reach of the World Cup is undeniable. Despite some controversies and challenging broadcast times, this year’s tournament is projected to attract 5.8 billion viewers worldwide. For fans in Europe and South America, who are also Betano’s primary customer base, the Kaizen brand will be prominently featured.

2. FanDuel / Formula 1

This pairing brings together two prominent entities: one of the top two sportsbooks in the US and the world’s most-watched motorsport series. Formula 1’s increasing popularity in the US, with television audiences now averaging over a million viewers per race, makes this an opportune moment for FanDuel to capitalize on the success following the “Drive to Survive” series.

3. Betfred / BOXXER / RFL

It may seem unfavorable to rank this third, as it represents an ideal partnership for Betfred. The company has been a sponsor of the Super League, the premier division of British rugby league, since 2017. Rugby league has deep historical ties to the brand’s traditional base in North-West England, as does boxing. This partnership aligns well with Betfred’s brand identity, but it faces stiff competition from the global appeal of the World Cup and Formula 1.