On the third day of BiS SiGMA Americas 2025, the panel “Clubs, Leagues, and Betting: A Strategic Tripod for the Future of Football” took place at the Jardins Stage. The panel explored how clubs, leagues, and betting companies can strategically collaborate to foster a healthy and profitable football ecosystem. Led by Murilo Lima (OneFootball), the session featured insights from Dani Honrio (Dance), Beto Portela (football agent), and Dudu Cearense (ex-footballer), offering diverse perspectives on this evolving landscape.
The panel discussed the challenges and opportunities arising from the increasing presence of betting brands in football. Speakers discussed the challenges of managing sponsorships with individual athletes having their betting affiliations. They explored effective strategies for activation, digital asset utilisation, and the evolving financial relationships among clubs, leagues, and betting companies. The discussion also addressed the need for responsible engagement to protect young players from potential risks associated with betting.
Key takeaways
- Strategic activation: Betting companies need to engage with clubs and players actively to maximise sponsorship value.
- Digital opportunities: Clubs can leverage digital assets to create additional revenue streams beyond traditional sponsorships.
- Responsible engagement: Protecting young players from potential risks associated with betting requires clear communication and education.
Future vision
The session concluded with a call for greater collaboration to secure a sustainable future for football. Lima emphasised, “The key is finding a balance that benefits all stakeholders while safeguarding the integrity of the game.” The panel noted the need for effective communication, ethical marketing, and ongoing discussions to manage the evolving dynamics between clubs, leagues, and betting companies.
Stay updated on trending topics by attending SiGMA Group’s multinational summits. Don’t miss the upcoming summit in Manila, Philippines from June 1st to June 4th, which will provide insights into iGaming and sports betting.
