8 Sports Betting Marketing Strategies For Bookies to Maximize Profits (2026 Guide)

By enabling fans to actively participate in the sporting events they love through wagering, the industry of sports betting has always been a competitive sector. Today, with the industry predicted to grow from $9 billion in 2020 to $37 billion by 2025, it is clear that to stay competitive in this world, sports betting operators need to scale how they market their businesses. Creating and deploying a successful sports betting marketing strategy is not a simple endeavour within a heavily regulated industry like the one in the United States, and not only.

Even so, with the right planning and by applying the right tactics, you can boost your online presence and increase your company’s brand awareness.

A well-defined sports betting marketing strategy also includes partnering up with businesses that can help you deliver more value to your customers.

From trustworthy odds, the most accurate and up-to-date market feed, to sports content delivered through eye-catching widgets, OddsMatrix is the provider of choice for leading sportsbooks all over the world. In this article, we will walk you through the main pillars of a strong sports betting marketing plan and give you insights on how you can leverage each strategy and grow your business into a world-renowned name.

8 Sports Betting Marketing Strategies for Bookies

Marketing Localization

Marketing localization is the first step in your marketing strategy, especially if you operate in a heterogeneous market like the United States. Since every state here has specific regulations, it is crucial to differentiate your state-level marketing tactics and activations to comply with each area’s legislation.

Each market, be it a state or a whole region, also comes with its share of challenges, sports betting preferences, industry leaders, and influencers. While generally speaking, the pillars of a solid marketing strategy are the same, on a granular level that focuses on a specific region or location, the sports preferences of the audience should be taken into account.

Another essential thing to consider is the region’s sports betting history and whether the practice is frowned upon or illegal practices are still available. If so, you might find that there are high and diverse audiences you may reach and that your main challenge would be to help your audience understand the benefits of choosing a regulated, compliant sportsbook.

By analyzing and understanding each area’s context and bettor behaviour, you can leverage custom marketing strategies and use the appropriate tactics and resources to drive conversions, attract customers and increase brand loyalty.

For example, if you are the owner of a physical location, you could leverage your free Google Business Profile and turn people who search for your services on Google into walk-in customers. In addition, for omnichannel, localized, and fully tailored sports and esports content choose OddsMatrix and provide the most appealing content for your punters regardless of where they interact with your business.

Pros

• Ensures compliance with state-by-state regulations by tailoring tactics and activations locally.
• Improves relevance and conversion by aligning campaigns with regional sports preferences and bettor behavior.
• Strengthens differentiation by adapting to local competitive dynamics, influencers, and market leaders.
• Helps shift bettors from unregulated options to compliant sportsbooks through targeted education and messaging.
• Increases loyalty by delivering more personalized, context-aware experiences across channels.
• Unlocks practical local acquisition levers (e.g., Google Business Profile driving walk-ins for physical locations).

Cons

• Requires higher operational complexity (multiple strategies, assets, approvals, and compliance checks by state/region).
• Increases cost and time-to-launch due to localized research, content production, and ongoing optimization.
• Can dilute brand consistency if localization is not governed by clear brand and messaging frameworks.
• Depends on reliable local insights; weak data on bettor history/preferences can lead to misaligned campaigns. Demands stronger coordination across teams and partners to execute omnichannel, region-specific activations effectively.

Content Creation: Podcasts and Fun Sports Data Widgets

Content marketing is an excellent tactic that enables you to attract new bettors and drive more income from your existing client pool by keeping them engaged.  When it comes to sports betting, content marketing may refer to conventional tactics, like written and video information capsules, in the form of blogs, podcasts, and interviews, but also to specific techniques.

Brands that want to master content make use of OddsMatrix’s sports data widgets. They are easy to embed, customizable, and offer responsive data visualization and stats for sports and esports. Moreover, the Premium Betting Content feature enables sportsbooks to add exclusive content, allowing bookmakers to expand their offering of live semi-pro matches and tournaments.

According to a YouGov and SBC Americas survey published back in 2021, 35% of men and 34% of women bettors placed expert content, such as journalistic materials, videos, and advice, among the essential factors in deciding what sports betting apps or websites to access. In response, some of the industry’s key players quickly understood the value of good content marketing and developed their own broadcasting channels.

FanDuel, for example, has FanDuel TV, an American sports-oriented digital cable and satellite television network available in the United States of America. In contrast, DraftKings has VSiN, the American sports betting radio network and streaming television channel.  Moreover, although they have their own media, the two market leaders also secured partnerships with several top sports betting content creators and chose to sponsor sports betting news channels worldwide.

To be successful, content marketing needs consistency. A drop in the ocean will not get you results, so if you create a content marketing strategy, ensure you commit to its deployment, assess it constantly, and update it according to results and your audience’s feedback.  You should also consider the best types of content marketing for your objectives and audience. Usually, delivering outstanding results involves bringing together blog posts and news articles, podcast appearances, and over-the-top media.

Pros

• Attracts new bettors and increases revenue from existing customers by sustaining engagement over time.
• Builds trust and authority through expert-led formats (blogs, podcasts, interviews, video explainers, advice).
• Improves product stickiness by embedding interactive, customizable sports/esports data widgets and visualizations.
• Differentiates the sportsbook with premium and exclusive content (coverage of niche live matches/tournaments).
• Supports acquisition through partnerships and sponsorships with established creators and news channels.
• Enables a diversified media mix (articles, podcasts, OTT/broadcast-style content) to match different audience preferences.

Cons

• Requires sustained consistency and resourcing; sporadic publishing typically delivers limited impact.
• Demands strong editorial governance (accuracy, responsible messaging, and compliance), increasing review overhead.
• Can be cost-intensive to produce high-quality multimedia content and secure creator/media partnerships.
• Impact can be slower to materialize than performance marketing, and attribution may be less direct. Risks content commoditization in a crowded market unless the brand offers distinctive insights or formats.
• Requires ongoing measurement and iteration; content strategies can underperform if not continuously optimized to audience feedback.

Podcasting

Podcasts are a great way to provide entertaining and engaging sports content for your audience. The topics you can address in your podcasts are endless, from sports event commentary to betting strategies. Also, the industry’s top players are already using the power of podcasts to reach sports betting fans and generate trials for their betting platforms. While some choose to become sponsors of an already established podcast, adding their brands to the mix, others create their projects from scratch. A great example is SuperBook Sports, which, in 2021, partnered with Green Roll Media to create the OddsMaker Podcast, an all-access pass into the lives of Jay Kornegay & John Murray, Las Vegas career oddsmakers. The two share sports betting stories in their shows and analyze NFL games and betting options.

Pros

• Delivers entertaining, high-engagement sports content that can deepen audience loyalty.
• Supports a wide range of themes (event commentary, betting strategies, interviews, behind-the-scenes stories).
• Builds brand authority and personality through consistent voices and recurring formats.
• Creates a scalable acquisition channel by driving trials to betting platforms via clear calls-to-action.
• Offers flexible entry options: sponsor established shows for faster reach or launch an owned podcast for full control.
• Enables credibility through expert access (e.g., professional oddsmakers sharing insights and analysis).

Cons

• Requires sustained production cadence; inconsistent publishing can erode audience growth and retention.
• Quality depends on talent and format—weak hosting or low production values can damage brand perception.
• Audience growth can be slower than paid channels, especially for new podcasts without existing distribution.
• Measurement and attribution to deposits/ROI can be less direct than performance marketing.
• Sponsorships can limit creative control and brand integration, depending on the show and contract terms.
• Content must be carefully managed for compliance and responsible gambling considerations (e.g., avoiding misleading advice).

Programmatic Advertising

As opposed to traditional (linear) TV advertising, programmatic advertising is done…programmatically on OTT platforms. In simpler words, your ads will be delivered through software and priced by Cost per Thousand (CPM). This enables you to target specific audiences at a fraction of the cost of linear TV ads. For example, your OTT programmatic ads showcasing your sports betting offer will only be displayed to those viewers watching the World Cup.  Another key benefit of programmatic OTT advertising is real-time tracking and control. Unlike traditional TV, where results are hard to measure and changes can’t be made mid-campaign, programmatic ads give you live data on views, engagement, and conversions.

This lets you quickly adjust your creatives, target groups, or budget allocation based on what’s working, without waiting for the campaign to end. Programmatic platforms offer far more advanced targeting. Instead of just picking broad demographics, you can zero in on specific behaviors, devices, times of day, and even content categories. For example, your sports betting ad won’t just hit general sports fans. It can reach mobile users in legal markets who’ve recently searched for World Cup betting odds.

Pros

• More cost-efficient than linear TV by using CPM pricing and automated delivery on OTT platforms. Enables precise contextual targeting ( showing sportsbook offers only to viewers watching the World Cup).
• Provides real-time measurement and optimization using live data on views, engagement, and conversions.
• Allows agile mid-flight adjustments to creative, audiences, and budget without waiting for campaign end.
• Offers advanced targeting beyond broad demographics (behaviors, devices, time-of-day, content categories).
• Can reach high-intent segments (mobile users in legal markets who recently searched betting odds).

Cons

• Requires strong audience and data strategy; poor segmentation can waste spend and reduce performance.
• Creative fatigue can set in quickly on OTT, demanding frequent refreshes and versioning.
• Measurement can be complicated by cross-device identity, attribution limits, and platform-specific reporting.
• Inventory quality varies; without strict controls, ads may appear in low-quality or misaligned environments.
• Compliance risk is higher in regulated categories (ensuring geo-targeting and messaging match legal markets).
• Platform fees, tech setup, and expertise requirements can increase operational overhead compared to simpler buys.

Influencer Marketing

Influencer marketing is an excellent tactic that enables you to build awareness and trust for your sports betting business. By working with industry figures and celebrities, you can leverage their appeal to reach new audience segments, personalize your brand’s messages and increase your pool of active users.  As the survey mentioned above conducted by YouGov and SBC Americas in 2021 points out, 35% of bettors agree that celebrity endorsements are a decisive factor when choosing a betting platform.

No wonder, some of the world’s most reputable sports betting players spend millions of dollars on influencers.  In 2021, WynnBET announced its partnership with 15-time Professional Basketball All-Star, media personality, and entrepreneur Shaquille O’Neal. The celebrity influencer became the brand’s ambassador and consultant, associating his image with the sports betting brand’s products and services. Since then, Shaquille O’Neal even starred in a televised ad, along with Ben Affleck.

Pros

• Builds brand awareness and trust quickly by borrowing credibility from well-known industry figures and celebrities.
• Expands reach into new audience segments that already follow and engage with the influencer.
• Increases message resonance through more “human” and personalized storytelling than standard ads.
• Can accelerate acquisition by converting influencer attention into trials and active users.
• Reinforces brand positioning when the influencer’s persona aligns with your sportsbook’s identity and values.

Cons

• High cost for top-tier talent, with significant budget risk if performance or fit is weak.
• Reputation risk: influencer controversies or negative press can directly damage the brand.
• Authenticity risk: overly scripted or mismatched endorsements can reduce trust and trigger backlash.
• Compliance and responsible marketing constraints are more complex in regulated betting, increasing approval and monitoring needs.
• Attribution can be difficult; awareness lift is often clearer than direct deposit/ROI impact.
• Dependence on third-party platforms and algorithms can limit reach consistency and campaign predictability.

In-venue Marketing

In-venue marketing complements digital tactics because it enables sportsbooks to approach potential bettors where they feel comfortable and engaged, like stadiums or sporting arenas. By taking advantage of the adrenaline rush and enthusiasm sports viewers have while watching a live game, brands attract bettors and direct them toward placing live bets on their mobile devices. With a sports data provider like OddsMatrix, you can deliver online betting across all media types, including mobile applications, and enhance your customers’ live game experience.

Sporting arenas aren’t the only places for in-venue marketing. Other excellent locations include sports bars, where supporters gather to cheer on their favourite teams and place wagers. As for common in-venue marketing, techniques include placing booths in dedicated areas and offering gift cards and promotional codes. Using ad space in these venues is also an excellent way of building memorability for your sports betting brand.

Pros

• Reaches bettors in high-engagement environments (stadiums, arenas, sports bars) where sports interest is strongest.
• Capitalizes on live-game emotion and momentum to drive in-play betting on mobile devices.
• Complements digital channels by connecting physical experiences with online conversion paths
• Improves the live viewing experience when paired with sports data and responsive content across media types.
• Offers tangible activation mechanics (booths, on-site staff, gift cards, promo codes) that can accelerate sign-ups.
• Builds brand memorability through repeated exposure via venue ad inventory and physical presence.

Cons

• Execution can be operationally heavy (staffing, logistics, permits, venue coordination) and harder to scale.
• Higher compliance and licensing complexity, especially around promotions and on-site acquisition in regulated markets.
• Attribution can be challenging; linking venue exposure to downstream deposits and LTV often requires robust tracking.
• Costs can be significant (venue fees, production, staffing, sponsorship packages) with variable ROI by location.
• Limited reach compared to purely digital channels and dependent on event schedules and foot traffic. Risk of poor user experience if activations feel intrusive or if connectivity/app onboarding is friction-heavy on-site.

Affiliate Marketing

Affiliate marketing programs are so prevalent in online sports betting marketing that they have become a must for sportsbooks. The way they work is effortless: third parties promote your website and campaigns, generating customer referrals, leads, and traffic for your business. In return, they get paid a percentage or a flat fee.  The affiliate system allows you to pay only when a conversion has been made, allowing you to apply a trial-and-error strategy. You can choose to work with several affiliates simultaneously to identify who delivers the best results. Moreover, you can develop partnerships with affiliates from different regions and countries, and target localized audiences.

Pros

• Performance-based acquisition model: you typically pay only when a conversion occurs.
• Scales efficiently by leveraging third parties to drive referrals, leads, and qualified traffic.
• Enables rapid experimentation by running multiple affiliates in parallel and reallocating spend to top performers.
• Supports localization by partnering with affiliates in specific regions/countries to reach local audiences.
• Can diversify customer acquisition channels, reducing reliance on paid media alone.
• Often delivers strong intent traffic when affiliates specialize in betting comparisons, reviews, and offers.

Cons

• Brand and compliance risk if affiliates use misleading claims, aggressive tactics, or non-compliant messaging.
• Quality control can be difficult at scale; monitoring creatives, placements, and traffic sources requires ongoing oversight.
• Vulnerable to fraud and low-quality traffic
• Margin pressure: commissions and CPA/CPL rates can erode profitability, especially in competitive markets.
• Attribution disputes can arise (cookie windows, last-click capture, overlapping channels).
• Overreliance on a few large affiliates can create concentration risk and reduce negotiating leverage.

Social Media Marketing and Sports Betting

Social media marketing is a crucial pillar of your strategy because it enables you to reach a wider audience, engage with users casually, and amplify your messages, campaigns, and offers.  By allocating time and resources to your Twitter, Facebook, Instagram, or TikTok accounts, you can educate your existing and potential users about the industry, helping them explore less popular markets and sports.

While social media marketing is great for sports betting, placing ads on these channels is often restricted.  Apart from a content channel, social media has become, in recent years, a relevant customer service and support channel. For example, the @FanDuel_Support account on Twitter keeps users in the loop regarding the potential website and venue maintenance and changes in game schedules and betting opportunities. Fans who experience technical issues are also invited to send a direct message to the page for help.

Pros

• Extends reach and brand awareness by distributing campaigns, offers, and updates to large audiences.
• Enables casual, two-way engagement that can strengthen affinity and community around teams, leagues, and events.
• Supports education and discovery by guiding users toward less popular sports/markets and explaining betting concepts.
• Amplifies owned content (blogs, podcasts, promos) and increases organic distribution through shares and reposts.
• Functions as a real-time customer service channel for maintenance notices, schedule changes, and issue resolution.
• Improves brand trust and responsiveness when support is visible and timely (e.g., dedicated support handles).

Cons

• Paid advertising is often restricted for betting, limiting scale and requiring careful compliance management.
• Organic reach can be volatile due to algorithm changes and platform policy shifts.
• Requires high-frequency content and active moderation to remain relevant during fast-moving sports cycles.
• Public support interactions can escalate quickly; slow or poor responses can damage brand perception.
• Increased risk of compliance issues in user-generated contexts (comments, DMs, influencer reposts) without governance.
• ROI attribution can be less direct, especially for organic activity focused on awareness, education, and support.

How much does marketing cost for online sportsbooks?

Marketing is one of the largest expenditures for any sportsbook operator, with costs varying widely depending on market size, competition, and promotional strategies. Acquiring a new bettor can cost anywhere from $200 to $500, depending on the region and platform. Costs include digital advertising, affiliate partnerships, social media campaigns, and traditional media placements.

Additionally, retention strategies such as free bets, deposit bonuses, and loyalty programs require significant investment, making it crucial for bookmakers to balance spending with sustainable revenue generation. Oddsmatrix helps bookmakers offset these marketing costs by providing a data-driven, high-margin betting solution that enhances both acquisition and retention efforts.

With accurate, real-time odds and deep market coverage, operators can offer unique betting opportunities that differentiate them from competitors. A superior betting experience leads to higher customer lifetime value (CLV), reducing the pressure to constantly acquire new players. Instead of relying solely on promotions and bonuses, sportsbooks using Oddsmatrix can attract and retain bettors through innovative betting options and superior odds.

Beyond product differentiation, Oddsmatrix also enables sportsbooks to optimize marketing spend by leveraging real-time analytics and customizable odds feeds. By tailoring odds to specific user segments or marketing campaigns, operators can maximize profitability while still offering competitive pricing. Bookmakers can, for example, run promotions that appeal to targeted bettors without sacrificing margins.

In other words, Oddsmatrix’s reliable and fast data reduces operational costs tied to manual odds adjustments, freeing up resources for more effective marketing initiatives.

Make Your Online Sports Betting Marketing Strategy Thrive with OddsMatrix

There you have it – the best strategies you can develop to market your sports betting business. However, keep in mind that creating a solid sports betting marketing strategy is only the first step. If your strategies are well implemented, they will attract users and these people will assess your services. Successfully deploying these strategies depends on how much your deliverables satisfy user expectations and experience.

By delivering nothing less than what you’ve promised with your strategy, you can rest assured that your customers’ betting experience will be a good one. With OddsMatrix you can provide the most accurate sports betting content that is tested and loved by hundreds of bettors daily.

Contact us to discuss how your sports betting marketing plan can shine with OddsMatrix.