• Betano will remain FC Porto’s Main Sponsor, with its branding continuing on the front of the first-team and B-team match and training shirts. For the first time, the agreement also includes the Women’s Team, where the Betano logo will appear on the sleeve. The FC Porto Betano partnership has been in place since 2021.
• FC Porto said the partnership has supported several club projects beyond shirt sponsorship, including the Inzone initiative and fan engagement activities. FC Porto CFO José Pedro Pereira da Costa said: “Betano has been a key partner through many important moments, and we are therefore delighted to extend our partnership until 2029.” Both sides said they will continue working together on community initiatives.
• Kaizen Gaming – the owner and operator of the Betano brand – said the renewal reflects the relationship built over the past five years, during which FC Porto won eight domestic titles. The companies will continue to deliver fan activations and expand social responsibility projects as part of the FC Porto Betano partnership. No financial details of the renewed sponsorship were announced.

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• Under the multi-year agreement, SBK branding will appear on the back of Millwall’s first-team shirts and on the team shorts during the 2026/27 season. The partnership gives the sportsbook a visible presence across the club’s matchday activities. It marks a new commercial relationship between the two organisations.
• SBK is the sportsbook brand of London-based technology company Smarkets, licensed and regulated in Great Britain. The platform uses prices from the Smarkets betting exchange and focuses on football alongside a range of other sports. The Millwall SBK partnership brings the brand to a Championship football audience.
• SBK is available through iOS and Android apps. The sportsbook also offers a Price Comparison feature that allows customers to compare its odds with those of other bookmakers. The company says its focus is on pricing, product and transparency.
• The agreement adds another football sponsorship to the betting industry’s portfolio ahead of the new season. Financial terms of the deal were not disclosed.

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• BOYLE Sports branding will appear around Elland Road, including LED advertising and permanent signage in the John Charles West Stand. The partnership will also include fan competitions, digital content and other supporter activities throughout the season.
• The deal is part of BOYLE Sports’ UK growth plans following its previously announced investment of more than GBP 100 million in the market. Leeds United BOYLE Sports also adds another football club to the company’s sponsorship portfolio across the UK and Ireland.
• Gill Blake-Swift, Director of Brand at BOYLE Sports, said: “Leeds United is one of the biggest and most iconic clubs in English football.” Leeds United Partnerships Director Phil Hardman said the club is looking forward to working with BOYLE Sports on fan activations during the season.

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• Coral’s logo will feature on the Men’s and Women’s home, away and third kits during the 2026-27 season. The partnership will continue with fan activities, exclusive content and matchday experiences. The Birmingham City Coral partnership was also shortlisted for Partnership of the Year at the 2026 Football Business Awards.
• The two organisations will also continue their community work. Last season, Coral donated GBP 500 for every home goal scored by Birmingham City’s Men’s and Women’s teams, raising more than GBP 40,000 for the Birmingham City Foundation. The same campaign will return for the new season.
• Coral said it will continue supporting safer gambling initiatives and campaigns against illegal gambling. Birmingham City CEO Jeremy Dale said: “Their decision to take their first-ever front-of-shirt sponsorship with our Club is a powerful endorsement of our vision.”

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• SEGG Media will transition Lottery.com to an affiliate-only model. The company said the platform will become its global hub for licensed lottery operators. The first affiliate partners are expected to be announced soon.
• The rollout will begin in North and Latin America, in line with SEGG Media’s regional expansion plans. The company said the model allows faster entry into regulated markets with lower investment. It also keeps the option to operate directly in selected markets in the future.
• SEGG Media cited research showing the global lottery market is expected to grow from USD 374.0 billion in 2025 to USD 396.1 billion in 2026. The online lottery market is forecast to reach USD 13.22 billion this year. The Lottery.com affiliate platform is aimed at benefiting from this growth.
• SEGG Media said also the global affiliate marketing industry is expected to grow from USD 19.6 billion in 2025 to USD 24.7 billion in 2026. Within that market, iGaming affiliate programmes generate an estimated USD 4.3 billion annually across more than 5,400 active programmes worldwide. The company sees this as another growth opportunity for the Lottery.com affiliate platform.
• SEGG Media outlined that lottery affiliate programmes can generate higher acquisition values than traditional lottery sales channels. The company also cited industry data showing that 12% to 25% of first-time lottery players later place a casino or sportsbook bet. This cross-selling potential is one reason behind the new strategy.
• Chairman of SEGG Media, Marc Bircham, said: “By establishing Lottery.com as our global master affiliate platform, the brand becomes accessible across all regulated markets.” The company said it is now inviting licensed lottery operators to join the network.
• SEGG Media was founded as Trident Acquisitions Corp. in 2016 and became Lottery.com Inc. after acquiring AutoLotto in 2021. The company rebranded to SEGG Media in 2025 as it expanded into sports, entertainment and gaming, while Lottery.com remained its gaming brand. Today SEGG Media is the parent company of Lottery.com, Nasdaq-listed  and operates a portfolio of digital brands that also includes Sports.com, Concerts.com, TicketStub.com and Veloce Media Group.

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• Juventus has named bet365 Scores as its Official Sport Infotainment Partner in Italy. The app offers live scores, real-time statistics and updates from major football competitions. The partnership is designed to give fans faster access to match information.
• bet365 Scores allows users to personalize their experience with notifications and live data. Fans can follow match statistics including possession, shots on target, player performance and results. Juventus bet365 Scores aims to keep supporters connected wherever they are.
• The club said the collaboration supports its strategy of combining technology, digital content and fan engagement. Juventus added that it wants to provide “simple, immediate and customizable tools” for fans to follow their favourite team.

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• The partnership began in 2024 when Betano became Aston Villa’s Principal Partner. Since then, the club has won the UEFA Europa League, returned to the UEFA Champions League and expanded its global profile, while Kaizen Gaming grew Betano to 20 regulated markets.
• The Aston Villa Betano partnership has also focused on community projects. Betano gave up its shirt branding to highlight Acorns Children’s Hospital and the Aston Villa Foundation during the UEFA Europa League final and stepped aside again during Villa’s 150th anniversary celebrations so the club could wear a commemorative shirt.
• The new agreement will keep the two organisations together until 2029. Aston Villa’s President of Business, Francesco Calvo, said: “It is fantastic news that we will be continuing our partnership with Kaizen Gaming.” The Aston Villa Betano partnership will continue to support fan experiences, community programmes and responsible betting initiatives.

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• Under the proposal, sports clubs, leagues, venues and event organisers in Great Britain would no longer be allowed to accept sponsorship or advertising from unlicensed gambling operators. The ban would also cover shirt sponsorships, pitch-side advertising, naming rights and other commercial partnerships. The UK gambling sponsorship ban would be introduced through changes to secondary legislation under the Gambling Act 2005.
• The UK government said the current rules still allow some offshore operators to sponsor UK organisations if they prevent British customers from accessing their services. However, officials believe these restrictions can be bypassed, creating risks for consumers and undermining the licensed gambling market. The consultation also highlights concerns around financial crime and money laundering linked to unlicensed operators.
• Football is expected to be one of the sectors most affected, following a growing number of sponsorship agreements with offshore betting brands. The government’s preferred option is to introduce the new rules before the start of the 2027/28 football season in August 2027. A second option would allow existing contracts to continue until they expire, with a final deadline of August 2028.
• The proposed measures would apply across all sectors in Great Britain, not only sport, to prevent unlicensed operators from shifting their marketing to other industries. Culture Secretary Lisa Nandy said the government intends to “introduce a ban on unlicensed gambling sponsorship and advertising” to strengthen the regulatory framework.

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Marketing margins – Q1/2026

The first visible chart shows how much of net revenue operators spent on marketing in Q1/2026.

• Zeal had the highest marketing margin at 32%. DraftKings followed with 24%, while Super Group also remained elevated at 23%.
• The average marketing margin was 17%, matching the median. That suggests the market was fairly balanced.
• Angler Gaming posted the lowest margin at just 2%. High Roller also stayed low, with marketing costs at 7% of net revenues.

Quarterly marketing costs growth rates (YoY) of online gambling operators – Q1/2026

The second visible chart shows a mixed picture for year-on-year marketing cost growth in Q1/2026.

• Spain total recorded the strongest YoY growth at +23%. High Roller and DraftKings also posted clear double-digit increases.
• Average growth reached +7%, while the median was higher at +12%. That points to several operators still expanding marketing budgets.
• Angler Gaming had the steepest decline at -28%.

Please find more data and the methodology applied in the current edition of the OGQ Magazine. Also, find more content in our data section.

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• From 14 September 2026, advertisers in all gambling and gaming categories will need to meet Google’s certification requirements before they can advertise. The expanded rules build on certification measures introduced earlier in 2026. Google Ads gambling certification will now apply across all categories covered by the policy.
• Google is also introducing stricter rules for manager accounts (MCCs). Manager accounts that repeatedly lose online gambling certifications, or oversee certified accounts with repeated gambling policy violations, may lose the right to apply for new certifications. Existing certifications may also be revoked.
• The company has repeated several domain ownership requirements already included in the certification process. Websites hosted on free subdomains are not eligible for certification. The advertising domain must be directly owned and controlled by the operator applying for certification.
• Google also clarified that domains unrelated to gambling activities cannot be certified for gambling advertising. These requirements are intended to ensure that certified advertisers use appropriate and verified domains. Google Ads gambling certification applications must comply with these domain rules.
• The certification section of Google’s Gambling and Games policy will be updated when the new requirements take effect on 14 September 2026. The policy update was published on 13 July 2026.

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