Any betting affiliate program is destined to succeed, if you have a cutting-edge platform that includes all the most recent tools and features, allowing you to operate smoothly. However, an effective marketing strategy is also required to attract new users to the platform.

Several sports betting platform owners use various sports marketing strategies to attract new punters to the platform.

These strategies include content marketing, bonuses, social media campaigns, mobile marketing, email marketing, and other tactics.

Nonetheless, there is one effective marketing strategy that all sports betting companies use. 

What makes it so effective?

The answer is simple: affiliate marketing brings in the majority of the platform’s customers.

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In this article, we’ll go over everything you need to know about sportsbook affiliate marketing for sports betting businesses. This article will not only assist you in understanding how sports betting affiliate programs work, but it will also help you understand all of the intricacies of this affiliate sports betting marketing strategy and how you should choose the right betting affiliate marketing system for your business.

But before we go any further, let’s review the fundamentals.

How Do Sports Betting Affiliate Programs Work?

Sports affiliate marketing has three distinct components: affiliate marketers, businesses or brands, networks, and customers. Affiliate marketers must promote the brand through various channels in exchange for a commission on each sale they make or customer they bring in.

Affiliate Marketing for Sports Betting Businesses - affiliate marketing for sports betting business

As a result, this model benefits sports betting businesses by bringing in new customers and benefits affiliate marketers by allowing them to profit.

What exactly is an Affiliate Network?

Affiliate marketers promote products, schemes, and offers in various ways. They also use affiliate networks to ensure they find the best offers and schemes to promote that are relevant to their content.

To put it another way, affiliate networks act as a bridge between brands and affiliate marketers. They enable marketers to find offers and promote them to a much larger and more targeted audience.

When a marketer signs up for online sports betting affiliate programs, sending quality traffic to the online sportsbook becomes their primary responsibility. Online sportsbooks pay the affiliate marketer a commission for traffic that converts into customers. Marketers can promote a specific event, bet type, game, etc., through sportsbook affiliate programs.

Now that we understand what sports betting affiliate marketing is, what an affiliate network is, and how gambling affiliate programs work, let’s look at how marketers use online sports betting affiliate programs to promote sports betting businesses and their offerings.

Affiliate Marketing Techniques for Promoting Your Sports Betting Business

Sports betting is a field that thrives on trust, loyalty, and a whole lot of fun. Affiliate marketing can enhance all these aspects, making it a perfect match.

Affiliates, with their dedicated followings and authentic content, can bring in customers who are genuinely interested in your platform. They also lend credibility to your brand and extend your reach to places you didn’t even know existed. Now, isn’t that a winning game plan?

The methods listed below are some of the ways affiliate marketers promote sports betting businesses.

The Website’s Content

Several punters have successful blogs and websites where they share betting tips and strategies to help other punters improve their skills. These website owners promote new sports betting businesses by publishing news, information about offerings, schemes, products, and so on.

YouTube Clips

Similar to website content, several YouTubers contribute to quality traffic generation by promoting products in between videos, creating content around topics, discussing businesses and their offerings, and so on.


Several bloggers write reviews about businesses to raise awareness about them and to drive traffic to their websites.

Social networking sites

People on social media are looking for ways to be entertained. This enables marketers to find the right people and better target their audiences by utilizing filters such as hashtags, groups, pages, and so on.

This enables marketers to promote businesses and generate brand awareness and traffic effectively.

Email Promotion

When an affiliate marketer joins a sportsbook affiliate program, they are given links to promote. This allows businesses to track the leads generated by affiliate marketers. In order to promote offers, services, raise awareness, and so on, marketers write sales scripts and include hyperlinks in emails as call-to-actions.


In today’s cutthroat world, ranking on the first page is a must. As a result, businesses and makers optimize their web pages to improve their ranking and ensure that their target audiences find them.

Special Offers and Discounts

Who doesn’t appreciate a good deal? Coupons are an excellent way to promote products and services while also assisting affiliate marketers in bringing on quality potential customers.

Now that we’ve covered the fundamentals, let’s dig deeper into the betting affiliate business model.

Affiliate Marketing Models for Sportsbook

Sports betting businesses make use of the four main affiliate marketing models listed below.

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Revenue Share in Sports Betting

Revenue share, also known as Rev share, is a long-term model in sports betting in which the sportsbook affiliate marketer earns a commission on the net profits earned by the business through the referred punter.

One of the most popular models is the revenue share model, which pays affiliates and motivates them to find and bring high-quality traffic to the platform. However, there is a darker side to this model.

When the referred punter wins, the affiliates profit but also lose.

Sports Betting CPA

CPA stands for cost per acquisition in sports betting, and sports betting platforms pay sports betting affiliates when the referred bettor makes their first deposit on the platform. Because this model is aimed at acquiring quality punters, most sports betting businesses do not pay affiliates commissions if the punter leaves the platform after making the first deposit.

Sports Betting CPL

CPL is an abbreviation for cost per lead in sports betting. CPL requires leads to complete a set of actions, such as filling out a form or purchasing a product. In this model, simply directing people to the brand’s websites is insufficient. As a result, it is only recommended for affiliate marketers who receive a lot of traffic. Inexperienced marketers usually avoid this strategy.

Hybrid (a combination of revenue share and CPA)

The hybrid model is a cross between a revenue share and a CPA model, in which the affiliate marketer is paid every time the referred punter makes a deposit.

However, there is more. If the affiliate marketer continues to bring in new leads who make deposits, the commission percentage may increase over time.

Advantages of Affiliate Marketing in Sports Betting

Affiliate marketing has several advantages for sports betting businesses. Some of the key advantages are as follows:

International Market Access

Visitors to sports betting platforms come from all over the world. And affiliate marketing can be the most effective way to promote your company internationally. It is not only a tried and true method of reaching out to a global audience, but it is also cost-effective.

Furthermore, marketers in different areas promote brands in ways that appeal to local audiences, which helps brands grow.

Increased brand awareness and exposure

Affiliate marketing increases exposure and brand awareness for both large and small sports betting businesses. This not only helps businesses become more relevant but it also allows them to attract a larger audience.

Improved Audience Targeting

Sports betting affiliate marketers understand the industry and their target audience, allowing them to promote sports betting businesses effectively.

As a result, businesses receive well-aware and well-informed customers who convert better, allowing them to scale up easily.

Minimal dangers

Affiliate marketing does not necessitate a large investment; you only pay for results. This allows businesses to create customers who do not require nurturing and allows them to operate within their budget by paying a portion of the profit to the marketer.

Simple tracking with detailed data and statistics

Affiliate marketing provides businesses with detailed information about sales, conversions, and other metrics, allowing them to monitor and tweak their programs for increased business growth effectively.

ROI (Return on Investment)

More than 80% of brands use affiliate marketing for sports betting to increase their reach, conversions, and sales. Why? Affiliate marketing requires businesses to pay only for leads or acquisitions that generate revenue, resulting in a higher return on investment.

Affiliate Marketers Pool

Affiliate marketing is a great way to earn passive income, which is why it appeals to so many people. Sports betting businesses can easily increase their customers with minimal effort if several marketers promote their business on different platforms.

Step 1: Select the Right Affiliates

Selecting the right affiliates is like choosing your dream team. You want players who are skilled, have a strong fan base, and are a good fit for your brand.

Consider their followers: Are they likely to be interested in sports betting? Check out the quality of their content: is it engaging, authentic, and consistent? Look at their reputation: are they respected and trusted in their field?

Step 2: Set Clear Terms and Conditions

After selecting your affiliates, it’s time to set the rules of the game. How much will you pay per click or per action? When and how will payments be made? What kind of content can affiliates post about your business?

Clear, transparent terms and conditions are the foundation of a successful affiliate program. Don’t be that business with confusing rules and hidden clauses.

Step 3: Provide Support and Resources

Support your affiliates like a coach supports their team. Provide them with resources like promotional material, product information, and even training if necessary. Regularly update them about any changes or new features in your sports betting platform. Remember, their success is your success!

Step 4: Monitor and Analyze Performance

Once the game is on, don’t just sit back and watch. Monitor your affiliates’ performance, analyze the data, and look for ways to improve. Which affiliates are bringing in the most customers? What kind of content is getting the most engagement? What’s the return on investment for your affiliate program?

With tools like Google Analytics and Scaleo, you can track and analyze everything from clicks to conversions. And yes, we mean everything!

Step 5: Maintain Good Relationships

Finally, don’t forget the human aspect of affiliate marketing. These aren’t just channels for marketing; they’re relationships to be nurtured. Recognize and reward your top-performing affiliates. Listen to their feedback and suggestions. Show them that you value and appreciate their work.

After all, who wants to play for a team where they don’t feel valued?


This post emphasized the significant role of affiliate marketing in attracting customers to a sports betting platform. We have provided a comprehensive understanding of sports betting affiliate programs, including their operation, and the role of affiliate networks in connecting brands with marketers.

Affiliate marketers drive traffic to online sportsbooks, promoting specific events or bet types for a commission on every conversion. Various methods are used for promotion, including content on websites or YouTube, reviews, social media posts, email promotions, SEO, and special offers.

We further explained the different models of affiliate marketing in sports betting: the revenue share model, the cost per acquisition (CPA) model, the cost per lead (CPL) model, and the hybrid model, which combines elements of the revenue share and CPA models.

Remember, affiliate marketing offers numerous benefits for sports betting businesses, such as access to international markets, increased brand awareness, improved audience targeting, minimal risk, easy tracking with detailed data, a higher return on investment, and access to a pool of affiliate marketers. Good luck!

Looking for the ultimate betting affiliate platform for your partners? Try Scaleo – the ultimate affiliate platform for betting websites, designed and optimized for the needs of the industry. Scaleo is compatible with literally any betting affiliate platform and can be integrated into any software through our advanced API system.

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What is sports betting affiliate marketing?

Sports betting affiliate marketing is a method where affiliate marketers promote a sports betting platform on their channels. For every customer they bring in or sale, they make, they receive a commission from the business. This method is beneficial for both sports betting platforms and affiliate marketers.

How do sports betting affiliate programs work?

Sports betting affiliate programs work by allowing affiliate marketers to sign up and promote the platform’s offerings. In return for driving traffic to the platform, affiliate marketers earn a commission for every visitor who converts into a customer.

What are the main models of affiliate marketing in sports betting businesses?

The main models are revenue share, cost per acquisition (CPA), cost per lead (CPL), and a hybrid model combining revenue share and CPA elements. These models dictate how the commission is earned and paid to affiliate marketers.

What are the benefits of using affiliate marketing for sports betting businesses?

Benefits of using affiliate marketing include access to international markets, increased brand awareness, improved audience targeting, minimal risk, easy tracking with detailed data, a higher return on investment, and access to a pool of affiliate marketers.

Last Updated on June 12, 2024


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.