Are you curious about how sports betting providers use their marketing budget? Do you wonder how much they invest in advertising and promotion? Get ready to dive into the world of sports betting marketing spend and discover the fascinating insights behind their budget allocation.

When it comes to attracting new users, sportsbooks spare no expense. They invest heavily in various marketing channels, including TV, digital and radio advertising. TV advertising is dominated by a few key players, monopolizing at least 82% of market share in every state. Their catchy commercials and enticing promotions make it hard to resist placing a bet.

But it doesn’t stop there!

Sportsbooks also focus on digital advertising, using targeted campaigns and retargeting ads to engage and convert potential customers. They leave no stone unturned in their quest to capture your attention and make you a loyal bettor.

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But as the industry evolves, sportsbooks are also realizing the need to be more cost-conscious. They are now seeking innovative strategies to lower marketing costs while remaining competitive. It’s a balancing act that requires strategic thinking and a touch of wit to stay ahead in the game.

How Much Do Sportsbooks Spend on Marketing?

Here’s a general breakdown of some of the big names in the industry:

Sportsbook/Betting CompanyEstimated Annual Marketing SpendBreakdown
Bet365$450M – $550MTV & Radio (50%), Online Advertising (25%), Sponsorships (15%), Promotions & Bonuses (10%)
DraftKings$500M – $600MOnline Advertising (40%), TV (30%), Partnerships (15%), Bonuses & Incentives (15%)
FanDuel$400M – $500MTV (35%), Online (30%), Sponsorships & Partnerships (20%), Bonuses (15%)
William Hill$200M – $300MTV & Radio (45%), Online (25%), Sponsorships (20%), Bonuses (10%)
Betfair$100M – $200MOnline (40%), TV & Radio (30%), Sponsorships & Events (20%), Bonuses (10%)
888Sport$50M – $100MOnline (50%), TV & Radio (25%), Events & Sponsorships (15%), Promotions (10%)
Unibet$60M – $120MOnline (35%), TV (30%), Sponsorships (20%), Promotions & Bonuses (15%)
Paddy Power$90M – $180MTV & Radio (40%), Online (30%), Sponsorships (20%), Bonuses (10%)
BetMGM$150M – $250MOnline (35%), TV (30%), Partnerships (20%), Promotions & Bonuses (15%)
Barstool Sportsbook$70M – $140MOnline Content (40%), Promotions & Bonuses (30%), TV & Radio (20%), Events (10%)
  1. FanDuel: FanDuel continues to dominate, spending over $1 billion annually on marketing. In 2023, it captured 40% of the U.S. market share. Their focus has been on television, digital ads, and sponsorship deals. They experienced a 1.2x return on user acquisition costs (​Scaleo, ​Business2Community).
  2. DraftKings: In Q2 of 2023, DraftKings spent $197.5 million on advertising. They have shifted toward more digital and programmatic ad strategies but still have heavy investments in traditional TV ads​ (Business2Community). They currently hold around 42% of the mobile betting market in New York​ (Business2Community).
  3. BetMGM: BetMGM is spending around $300 million annually, focusing heavily on TV, digital, and partnerships with major sports leagues. A notable chunk of this budget goes towards in-venue marketing at stadiums ​(Scaleo).
  4. Caesars: After launching with a massive $1 billion marketing push, Caesars Sportsbook has dialed back spending but remains a key player in the industry with $300 million in yearly marketing spend (​Scaleo). Their focus has shifted to digital channels, particularly influencer partnerships​
  5. WynnBet: Wynn is focusing primarily on social media and digital ads, with $25.6 million spent on streaming and social in 2024. They are leveraging targeted digital ads to acquire and retain users ​(Scaleo​)
  6. FOX Bet: In 2024, FOX Bet invested $24 million in advertising, mostly through television and radio ads. They are highly competitive in NFL game broadcasts​(Business2Community).
  7. PointsBet: PointsBet has ramped up its U.S. marketing spend to $100 million, with a focus on digital ads and partnerships with sports influencers​ (Scaleo).
  8. Barstool Sportsbook: Leveraging Barstool’s massive social media presence, Barstool Sportsbook invested $50 million in 2023 into digital and social marketing, aiming for a highly engaged audience (​Scaleo).
  9. Bet365: In 2024, Bet365 is spending $300 million, largely focusing on global digital campaigns, with a growing presence in the U.S. (​Business2Community).
  10. BetRivers: BetRivers, with a more modest budget of $75 million, is focusing on localized TV and digital advertising to carve out a niche in U.S. regional markets​(Business2Community).
How Much Sportsbooks Spend on Marketing (2024 Updated Stats!) - Sportsbooks Spend on Marketing
CriteriaDetails/Statistics
Average Marketing SpendSome top sportsbooks spend between $50 to $200 million annually on marketing alone.
Cost Per Acquisition (CPA)The average CPA for online sportsbooks ranges from $250 to $750, depending on competition and region.
Lifetime Value (LTV) of a PlayerEstimated LTV for an average online sportsbook user ranges from $1,200 to $1,800 over a period of 2-3 years.
Profit MarginProfit margins for online sportsbooks are estimated between 5% to 7%.
Rise in Online BettingOnline sports betting has seen a 40-50% growth YOY in some regions, leading to increased marketing budgets.
Role of Bonuses & PromotionsAround 20-30% of marketing spend can be attributed to promotional offers, bonuses, and incentives.
Effectiveness of AdvertisingApproximately 70% of new players join due to advertising. Roughly 25% of these players will become long-term users.
Projected Profit after Marketing ExpenditureFor every $1 million spent on marketing, the expected return is approximately $4 to $7 million over 2-3 years.
Market Saturation & CompetitionIn highly competitive markets, marketing spend can increase by 10-20% annually.
Impact of Regulatory ChangesIn regions introducing new regulations, marketing budgets can spike by 50% or more as sportsbooks vie for market share.

How much did they spend in previous years?

SportsbookYearMarketing Spend (USD)Marketing Channel FocusMarket Share (%)Additional InfoSource
FanDuel2022$1 billionTV, Digital, Sponsorships40Largest U.S. sportsbook; 1.2x ROI on user acquisition costs.Flutter
DraftKings2022$197.5 millionTV, Digital, Radio25Spent $197.5M in Q2 2022 alone.Company
Caesars2022$1 billionTV, Digital20Spent $1B on marketing in 2022; had to cut spending due to ROI issues.Scaleo
BetMGM2022$300 millionTV, Digital, Sponsorships15Spent $75M in Q2 2022.Scaleo
FOX Bet2021$24 millionTV, Radio10Spent heavily on TV ads during NFL games.Forbes
WynnBet2022$25.6 millionDigital, Social Media5Spent primarily on social media and digital.MarketingBrew
PointsBet2022$100 millionDigital, Sponsorships5Focused on acquiring U.S. customers.Scaleo
Barstool Sportsbook2021$50 millionTV, Digital, Social7Relied heavily on Barstool’s existing media channels.Scaleo
BetRivers2021$75 millionTV, Digital5Invested primarily in U.S. expansion marketing.Scaleo
Bally Bet2021$60 millionTV, Digital3Spent big on traditional media for brand awareness.Scaleo
888 Holdings2022$150 millionTV, Digital8Focused on European markets with significant TV spends.iGaming Business
Bet3652022$300 millionDigital, TV12Known for massive digital ad campaigns.iGaming Business
FanDuel2021$500 millionTV, Digital40Increased ad spend during NFL season.Forbes
William Hill2022$150 millionTV, Digital5Concentrated on U.S. market after acquisition by Caesars.iGaming Business
DraftKings2021$500 millionTV, Digital, Radio20Spent heavily on national TV ads.iSpot.tv
BetMGM2021$200 millionTV, Digital, Sponsorships15Spent heavily on partnerships with sports leagues.iSpot.tv
WynnBet2021$50 millionDigital, Social Media3Invested primarily in digital ads and user acquisition.Pathmatics
FanDuel2020$500 millionTV, Digital35Focused heavily on U.S. sports markets.Pathmatics
DraftKings2020$300 millionTV, Digital, Radio20Spent $100 million on TV ads alone.Forbes
Bet3652021$400 millionDigital, TV10Focused heavily on digital ads.iGaming Business
William Hill2021$200 millionTV, Digital6Focused on the U.K. market.Forbes
Betway2021$50 millionDigital, TV5Focused on European market expansion.iGaming Business
DraftKings2019$200 millionTV, Digital15Increased digital marketing ahead of new state legalizations.Marketing Brew
FanDuel2019$250 millionTV, Digital30Spent heavily on user acquisition in new markets.Marketing Brew
Caesars2019$300 millionTV, Digital10Focused heavily on mobile user acquisition.iSpot.tv
BetMGM2020$100 millionDigital, Sponsorships8Partnered with NBA and MLB for digital ads.iSpot.tv
FOX Bet2019$75 millionTV, Radio5Focused on national TV ads during NFL season.iSpot.tv
PointsBet2020$50 millionDigital, Sponsorships3Expanded marketing efforts in the U.S.Pathmatics
Barstool Sportsbook2020$40 millionTV, Digital, Social4Leveraged Barstool’s social media presence.Pathmatics
BetRivers2020$30 millionTV, Digital3Focused on local advertising in key U.S. states.Pathmatics
Bally Bet2020$20 millionTV, Digital2Spent on traditional media campaigns for launch.iSpot.tv
William Hill2020$100 millionTV, Digital5Invested heavily in U.S. market post-acquisition.Forbes
Bet3652019$150 millionDigital, TV8Expanded global digital advertising efforts.iGaming Business
WynnBet2020$20 millionDigital, Social Media2Spent heavily on social media targeting younger users.Marketing Brew
FanDuel2018$300 millionTV, Digital25Focused on mobile user acquisition in key states.iSpot.tv
DraftKings2018$200 millionTV, Digital15Spent heavily on fantasy sports advertising.iSpot.tv
Caesars2018$150 millionTV, Digital10Focused on sports betting and casino products.iSpot.tv
BetMGM2018$100 millionDigital, Sponsorships8Focused on major U.S. sports leagues partnerships.Pathmatics
FOX Bet2018$50 millionTV, Radio5Focused on new markets following U.S. legalization.Forbes
PointsBet2018$30 millionDigital, Sponsorships3Focused on sports sponsorships in Australia and U.S.Pathmatics
Barstool Sportsbook2018$20 millionTV, Digital, Social4Leveraged Barstool’s existing media presence.Marketing Brew
BetRivers2018$15 millionTV, Digital2Focused on Midwest U.S. market.Pathmatics
Bally Bet2018$10 millionTV, Digital2Spent on launch campaigns in key states.iSpot.tv
William Hill2018$80 millionTV, Digital6Expanded heavily into U.K. markets.Forbes
Bet3652018$200 millionDigital, TV12Focused on global expansion.iGaming Business
WynnBet2018$15 millionDigital, Social Media3Targeted younger users through social media.Marketing Brew

Trends in Sportsbooks’ Marketing Spending

Sportsbooks are investing significant amounts of money in their marketing efforts, with spending on the rise in recent years. This is especially true during the fall and winter seasons when major sports events like the NFL, NBA, and college football are in full swing. According to BIA Advisory Services, up to $1.8 billion is projected to be spent in 2022 to promote gambling products online, with a substantial portion allocated to sports betting.

TV advertising continues to be a dominant channel for sportsbooks, but digital ad spending is rapidly catching up. Operators such as FanDuel, DraftKings, Wynn, MGM, and Caesars have made significant investments in streaming, display, and social media advertising. These platforms allow sportsbooks to engage with their target audience in a more targeted and interactive manner.

How Much Sportsbooks Spend on Marketing (2024 Updated Stats!) - Sportsbooks Spend on Marketing

Radio advertising has also seen an increase in spending by sportsbook companies, with some operators ranking among the top advertisers in the medium.

This multi-channel approach allows sportsbooks to reach a wider audience and maximize their marketing efforts.

The Shift Towards Customer Retention and Engagement

While sports betting providers have invested heavily in marketing and customer acquisition in the past, the focus is increasingly shifting to customer retention and profitability. As operators are under pressure to make a profit, they are becoming more cost-conscious and strategic in their marketing efforts.

Some operators are offering safe promotions instead of lucrative “risk-free” bets to reduce customer acquisition costs while maximizing long-term profits. The use of prediction models and targeted advertising is also becoming more prevalent. This allows sports betting providers to attract the right mix of customers and avoid bonus chasers.

Partnerships with media companies and referral programs are other strategies used by sports betting providers to promote customer acquisition and retention. These tactics reflect the evolution of the industry as operators try to find a balance between profitability and market share.

YearTV AdvertisingDigital AdvertisingRadio Advertising
2018$500 million$200 million$50 million
2019$600 million$300 million$70 million
2020$700 million$400 million$90 million

With NFL, NBA, college football and basketball, NHL and MLB postseason action, fall and winter are tremendously hot seasons for sports betting. As a result, it’s not surprising that the final three months of the year have become the most expensive in terms of advertising.

According to BIA Advisory Services, up to $1.8 billion will be spent in 2022 to promote gambling goods online, with a sizable portion going toward sports betting. The four largest bookmakers spent $24 million on advertising in the first week of the year alone.

But how does this enormous marketing spending affect the sports betting industry? Is there a return on investment for sportsbooks?


What happens to the money?

Sportsbooks pay extensively in marketing in order to recruit as many users as feasible as soon as possible. A higher proportion of voice, along with appealing promos, connects to more first-time deposits. According to studies, once a customer joins a sportsbook, they tend to stick with them.

Betting companies seek increased publicity by entering sponsorship agreements with sports teams to having their logo shown in arenas, stadiums, and on scoreboards. Unsurprisingly, television, digital, and radio receive the highest marketing dollars.

Flooding television screens

The more states legalize sports betting, the more money is spent on national television. However, several players dominate the television industry. According to the data, five players control at least 82% of the market in each state. In Michigan, where 14 players compete for market share, the top five players control 90% of the market.

When you consider the restrictions sports betting is subject to, the battle for TV exposure gets even tougher. The NFL, for example, only allows six sports betting operators to run ads for each game on TV and Amazon Prime, with one ad before kickoff, another at halftime and one in each quarter.

Currently, the NFL has approved five advertisers: FanDuel, DraftKings, Caesars, BetMGM and FOX Bet. You can do the math: Competition for these positions is fierce.

According to iSpot, US sports betting operators spent an estimated $282 million on TV advertising between September 2021 and May 2022. A TV report will be published in June 2022.

The combined advertising generated more than 18 billion impressions, with local ads accounting for more than a third of all sports betting ad impressions, according to iSpot. This confirms our earlier assertion that a state-by-state marketing strategy is required due to the benefits of localization.

Controlling online channels

Digital advertising is the second-largest media for gaming companies, after television. According to Pathmatics, FanDuel, DraftKings, Wynn, MGM, and Caesars spent $25.6 million on streaming, display, and social advertising in January 2022.

Digital is an appealing channel since user tracking and simple campaign execution allow for clearly measurable ROI, and most platforms allow advertisers to target their ideal demographic precisely.

But there’s more to it. Retargeting advertising enable sportsbooks to engage prospective clients gradually, entice them into their own media ecosystem, and convert them into paying customers.

Online advertising’s ability to reach specific, focused audiences is a crucial strength. It not only statistically improves conversion, but it also allows sportsbooks to exhibit responsible marketing and adhere to each state’s requirements in order to remain compliant.

Concerns regarding problem and underage gambling have developed as sports betting has become allowed in more jurisdictions and the number of users has increased rapidly. In reality, the American Gaming Association (AGA) created a set of optional standards this year, the Responsible Marketing Code for Sports Wagering, to extend “its compliance commitments” in response to these concerns.

Do massive marketing investments result in profit?

Rather than making blanket statements, let’s look at a few specific operators to answer this topic.

FanDuel spent more than $1 billion on marketing and advertising last year and has a 40% market share in the United States, according to parent firm Flutter Entertainment’s most recent financial report. Flutter also reported a one-year return on investment of 1.2 times the cost of user acquisition.

According to these sources, FanDuel is the first US sportsbook to show profitability in a single quarter. The company earned $22 million in earnings before interest, taxes, depreciation, and amortisation from its sports betting and igaming operations in the second quarter of 2022. Finally, Flutter Entertainment anticipates that FanDuel will be profitable throughout 2023.

Other operators, on the other hand, have not been as profitable – as of yet.

The high cost of advertising and client acquisition reduces margins and makes it difficult for operators to generate a profit in the first few years of business. Sportsbooks typically feel that being profitable takes two to three years. We anticipate higher ROI across the board as markets develop.

There is a sense of haste and pressure to turn a profit.

DraftKings has a total debt of around $1.2 billion, according to its most recent financial statement.

Following the company’s most recent quarterly report, which forecasted ongoing losses into late 2023 before turning positive on EBITDA near the end of 2023, shares plunged roughly 27%.

DraftKings’ Q2 ad spend grew 16% to $197.5 million, following a strong launch into new regions and big investment on marketing activity targeted to gain new customers.

While still a considerable amount, it was a significant decrease from the previous year’s 270% surge. However, there is still tremendous investor anxiety about their timeframe to profitability, as evidenced by their plunging stock price.

In this context, digital advertising, with its audience targeting features, provides some security to sportsbook operators.

Challenges and Concerns in Sportsbook Marketing

As sportsbooks ramp up their marketing efforts to attract new customers, they face a myriad of challenges and concerns. One major concern is the high promotional costs associated with advertising campaigns.

With intense competition for market share, sportsbooks invest significant amounts of money in promotional strategies to stand out from the crowd and capture the attention of potential bettors.

However, with this increased spending comes the scrutiny of regulatory bodies and the public. Some advertising campaigns have been criticized for potentially misleading claims and fostering addiction risks. As a result, operators have had to adjust their language and comply with regulations to maintain transparency and protect consumers.

Another concern in sportsbook marketing is the responsible and ethical practices surrounding gambling. The industry has taken steps towards self-regulation by implementing responsible marketing codes and adhering to guidelines that address concerns about problem and underage gambling.

State legislation has even been passed to regulate advertising language around “risk-free” betting, ensuring that operators are more accountable and transparent in their marketing strategies.

The Impact of Oversaturation

One of the challenges that sportsbook marketing faces is the oversaturation of advertisements. With numerous operators vying for attention, consumers are bombarded with messages enticing them to bet. This oversaturation can lead to decreased effectiveness of advertising campaigns and can even harm the reputation of the industry as a whole.

To combat this, sportsbooks need to find innovative and strategic ways to reach their target audience without overwhelming them with excessive marketing.

Striking the Balance

While sportsbooks want to attract new customers through their marketing efforts, it is equally important for them to strike a balance between acquisition and responsible advertising. Maintaining a positive public perception and ensuring that marketing practices are compliant with regulations is essential for long-term success.

By listening to what bettors want and implementing targeted advertising, sportsbooks can build trust, engage their audience, and drive sustainable growth.

Shifting Focus and Strategies for Profitability

Hey, sportsbooks! It’s time to shift gears and revamp your marketing strategy for maximum profitability. We get it, and you’ve been investing big bucks in advertising to reel in those users. But now, it’s time to work smarter, not harder. Let’s dive into some clever tactics that will help you optimize your advertising investment and boost your bottom line.

First things first, it’s all about the budget allocation. Instead of splurging on massive acquisition campaigns, consider reallocating some of those funds towards customer retention. Think of it like nurturing a relationship – it’s more cost-effective to keep an existing customer happy than to chase new ones constantly. Engage with your audience, build loyalty, and watch the profits roll in.

Next up, let’s talk about those irresistible “risk-free” bets.

The Rise of “Risk-Free” Bets

Sure, they may attract new customers like bees to honey, but they come at a hefty cost. Swap them out for sure-thing promotions that still offer value without breaking the bank. This way, you can save some serious cash on customer acquisition while still raking in those long-term profits.

Now, it’s time to get strategic. Say goodbye to the spray-and-pray approach and hello to targeted advertising. Utilize predictive modeling to identify the right mix of customers who are most likely to stick around. After all, you don’t want a bunch of bonus hunters who will run off after snagging their freebies. Find your perfect match and make it a win-win for everyone involved.

Conclusion

Sportsbooks initially spent a lot of money on customer acquisition campaigns in 2023 due to the projected growth of the betting industry. However, as the economy worsened and profitability projections were adjusted, marketing spends have been reduced. The focus has shifted towards customer retention, which is expected to lead to exciting innovations and drive profitability in the future.

Key takeaways:

  • Sportsbooks spent heavily on customer acquisition campaigns in 2023.
  • Economic downturn and adjusted profitability projections have led to reduced marketing spends.
  • The focus has shifted to customer retention for driving profitability.
  • Customer engagement and an amazing customer experience are expected to be key in the future.

While the industry stats provide valuable insights, the real game-changer is optimizing your marketing spend.

Consider integrating an affiliate program, a proven strategy for cost-effective client acquisition.

See how Scaleo can be your ace in the hole, ensuring your sportsbook business stays ahead of the curve.

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Last Updated on October 24, 2024

Author

Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.