Publishers, sports betting companies reshuffle deals amid market changes

August 18, 2023

By Sara Guaglione

The deal market between publishers and sports betting companies is in a correction, according to media and agency executives.

The “endless supply of customer acquisition marketing budget has gone,” said Sam Yardley, evp of North America at sports marketing agency Two Circles, adding that large sports betting companies are focused on maximizing customer lifetime value.

After a surge of investment as sportsbooks fought to obtain more market share across the U.S., sportsbooks are now scrutinizing and even terminating some deals with publishers, signaling that some of these partnerships haven’t worked all that well.

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Source:: Digiday