Sports Betting Fuels Explosive Revenue Growth for Leagues, Clubs and Media

14 October 2026

The global sports betting market is on a tremendous growth trajectory, hitting USD 111.2 billion in 2023 and projected to reach USD 167.8 billion by 2030. From prominent leagues and clubs to media companies, the industry is increasingly treating betting as a major and growing revenue stream.

The U.S. sports betting market alone was valued at USD 8.7 billion in 2021, and is expected to expand further to USD 20 billion per year when the market matures, according to analysts. Industry revenue has already hit USD 10.9 billion in 2022 as the handle (total amount wagered) surged to USD 93.2 billion.

This explosive growth, expected to continue at a 10.1% CAGR into the next decade, has been accelerated by the 2018 U.S. Supreme Court decision that gave states the right to legalize sports betting. Since that time, industry revenue has grown exponentially, topping USD 7.5 billion in 2021, compared to just USD 1.3 billion in 2018.

The rise in betting revenue is being driven by several major trends. Online sports betting is projected to expand from 20% of the market in 2020 to 50% by 2025, as more states legalize and the wagering shifts increasingly to digital channels. A growing number of sports federations and leagues are actively monetizing this trend, through everything from sponsorships and partnerships, to awarded betting rights.

From Major League Baseball to the National Football League, major U.S. sports leagues now have sports betting sponsorship deals with legal sportsbooks. And that trend is accelerating: deals between sportsbooks and individual NFL teams alone are already valued at USD 1 billion over multiple years. Broadcast deals that include sports betting content are becoming increasingly lucrative.

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Meanwhile, even top European soccer clubs are vying for increased betting revenue. The Premier League has banned front-of-shirt advertising from betting companies. However, some clubs are turning to sleeve sponsorships or stadium naming rights to retain revenue. The stakes are significant: gambling operators typically pay 30% more for such deals than their non-gambling counterparts.

The impact is perhaps most evident in Australia, where Cricket Australia, the NRL, and AFL are actively considering ways to raise more money from sports betting fees. The NRL and AFL already collect USD 20 million per year from betting proceeds. However, there is debate over whether to focus on increasing these fees, or to follow Football Australia's lead in taking minority stakes in sports betting operators.

The financial rationale is clear: sports betting is providing a massive new revenue stream at a time of intense competition for rights and audience. Opinions diverge on whether it can become a durable pillar of league finances, or if legislators and regulators will enact restrictions, especially as more players fall into problem gambling.

For the immediate future, however, betting remains a money machine, and the impetus to maximize those returns is causing sports organizations to aggressively pursue new opportunities in this expanding market.