Last year sports betting was the sector in the spotlight, representing half of all bets made online.
Bet365, 888Sport.es, Betfair, William Hill, Paf, Interwetten, Sportium, Bwin and Wanabet are becoming familiar names to Spanish football fans. In the last five years they have become the brands behind their favourite sports broadcasts, they have overtaken newspapers – both printed and digital – with promotions and advertisements, and they even have dared to sponsor some teams in the Spanish premier division.
In television, sports betting content can represent up to about 20% of a single sports broadcast. In the case of radio, sports betting publicity took up to 45.5% of a sports rebroadcast, and in print media between 38.5% and 45% of the various forms of advertising were found to correspond to gaming and betting operators.
The Internet has also surrendered to the charms of bookmakers. A search for the keyword “bet” on Google produces more than 24 million results. Analysis of the first 50 results shows that two thirds correspond to either results sponsored by a gaming operator or redirects the user to a website or portal that groups several websites of gaming operators.
