for early access to the latest igaming videos!
and get the latest igaming news first!
As the FIFA Club World Cup 2025 is taking place in the United States, there is a remarkable trend that has appeared: more than half of the 32 competing clubs have betting firms as commercial sponsors. The tournament, contested for the first time in the new expanded format, illustrates the extent to which the global betting industry has engaged with top football clubs.
South America at the Forefront of Betting Sponsorship
In Brazil, where the betting market is expanding quickly, all of the teams in the top division, Campeonato Brasileiro Série A, have deals with betting operators. Among the clubs represented at the FIFA Club World Cup, all four Brazilian sides — Botafogo, Flamengo, Fluminense, and Palmeiras — have bookmakers as prominent sponsors. They are accompanied by Argentina’s powerhouses, Boca Juniors and River Plate, a total of six from South America.
The betting company logos become the focal point on the club jersey here, indicating the depth of this commercial partnership. Another 11 clubs on other continents outside South America have such deals, although not as many have betting logos emblazoned in the central jersey position.
European Giants and Betting Deals
Notably, European teams Inter Milan and FC Porto are the only non-South American teams in the tournament with betting sponsors featured predominantly on the front of their shirts. Other teams, such as Benfica and Mexico’s Pachuca, have betting sponsorship on other parts of their uniforms.
Several top clubs — including Paris Saint–Germain, Real Madrid, Bayern Munich, Manchester City, Chelsea, Juventus, and Auckland City — also have betting sponsors but do not feature their logos on matchday shirts. This is due, in part, to FIFA’s strict sponsorship regulations during the tournament.
FIFA’s Sponsorship Regulations
According to FIFA rules, clubs at the FIFA Club World Cup are only allowed to have one primary sponsor on their shirts for the competition. This is to prevent any clash with the official worldwide sponsors of the tournament. There is a new addition whereby clubs are permitted to add a logo on one of the sleeves, with prior permission from FIFA.
This regulation forces clubs to decide which partner gets exposure, with sponsors often negotiating with them to get representation in this elite competition.
Industry Perspective: A Mature Global Market
Filipe Molon, Ana Gaming Commercial Director — which has four Brazilian first-division clubs as sponsors — made the following comment regarding the trend: “This is a regulated and mature market in most countries. The presence of betting brands in elite leagues around the world showcases the importance of the industry in global football.”
Betting and U.S. Sports Regulations
The 2025 Club World Cup is taking place in the United States, where gambling legislation varies significantly between jurisdictions. Whereas some states, like Utah, outlaw gambling in its entirety, others, like Nevada, have liberalized their legislation, allowing for an extensive range of betting activities. Tribal territories also claim varying degrees of sovereignty over gambling regulation.
To reduce the influence of gambling on youth, New York has prohibited gambling advertising near universities. In 2023, legislation to ban live sports betting ads during broadcasts and prohibit athlete-endorsed promotions that target college-aged groups was proposed.
38 U.S. states have legalized sports betting, with the NFL being the most implicated professional league.
Portugal Sets a Benchmark
Outside of South America, Portugal’s top division most closely resembles Brazil’s betting-saturated landscape. Twelve of its 18 teams — 67% — have betting company sponsors, and 11 of them feature the branding in the most prominent jersey position. Sporting, Benfica, and Porto are all on the list.
Betting Presence in Spain’s La Liga
In Spain, the relationship is more subdued. Only five of the 20 La Liga clubs — including Real Madrid and Barcelona — have any relationship with betting companies, and none of them feature these logos on their shirts. This is largely due to stricter national regulations on betting advertising in professional sport.
The 2025 FIFA Club World Cup is a case in point of the betting industry’s growing influence on global football. With more than half of the clubs linked with sportsbooks and authorities relaxing their stance by market, the line between sport and gaming gets progressively indistinct, reflecting a changing dynamic that will shape the commercial future of the sport.
Source: iGaming Brasil
