The 2026 World Cup is set to become a significant milestone for the global sports betting industry, with worldwide wagers expected to reach as much as $50 billion according to a recent report by Macquarie. In Europe, which has the most developed sportsbook market for the World Cup, major betting brands are devising strategies to seize this opportunity. A profile of ten prominent European betting firms is highlighted, along with insights from challenger brands DAZN Bet and DBET, and leading sportsbook provider SOFTSWISS.
Bet365, founded in 2000 and owned by Bet365 Group Ltd, operates in over 20 countries, including the UK and Australia. Their World Cup strategy features a "Matchday Reveal" promotion, unveiling new offers for eligible customers daily, amounting to a total prize pool of £600,000 in free bets. No confirmed World Cup-specific ambassadors are named, though their in-play betting and extensive live streaming capabilities stand out.
Paddy Power, established in 1988 and under Flutter Entertainment plc, is launching a campaign titled "Nobody Does Football Better Than US," featuring actors Rob Lowe and Danny Dyer. The campaign explores cultural contrasts in football fandom and will run until the final on July 19. The bookmaker is promoting England's qualification odds at 50/1 for new customers, among other offers.
DAZN Bet, which has a particular focus on Spain, aims to leverage its partnerships with the DAZN streaming service. Alejandro Diaz Contreras, managing director for Spain, shared their tactics of highlighting bet offers on the streaming platform and forming alliances with influencers. Their new esports betting feature has already launched, and they anticipate significant user engagement even despite late match times that could challenge viewing habits.
Betfair, founded in 2000, has also devised a campaign centered around iconic football disputes, emphasizing its status as "the home of opinions." The exchange market will see an expansion to 54 outright markets for the World Cup.
Ladbrokes, which has been around since 1886, is emphasizing promotional tactics rather than prominent ad campaigns. Data from their "Patriotic Punter Index" ranks Portugal as the most patriotic betting market.
Bwin, another Entain plc brand founded in 1997, is activating through localized promotions across European markets, adapting its strategies to various regulations and guidelines.
DBET, a newer player that launched in 2024, is focusing on content creation with its podcast featuring Swedish football personalities. CEO Marcus Adler aims to increase revenues significantly, hinging their success on Sweden's performance.
Unibet, founded in 1997, is diversifying its offerings with regional promotions and its "Action Betting" feature that claims to settle bets quickly.
William Hill's major offering for the World Cup is a free-to-play survival game called "Final One Standing," where players maintain engagement through the tournament stages. Betclic, founded in 2005, employs image rights acquired from the French Football Federation in its marketing strategies, involving popular players in its campaigns.
As the tournament approaches, Alexander Kamentskyi of SOFTSWISS emphasizes the necessity for operators to prepare for both live and pre-match betting. He also points to the importance of having a strong operational model rather than merely capitalizing on the tournament traffic. Successful operators will integrate their marketing, customer relations, and compliance efforts to ensure a fruitful World Cup experience.
