Tottenham Hotspur has named Sportsbet.io its official betting partner across North America and Africa under a new three-year agreement.

Tottenham Hotspur has expanded its international commercial portfolio by signing a three-year partnership with Sportsbet.io, which becomes the Premier League club’s Official North America & Africa Betting Partner.

The agreement will see the online sportsbook and casino brand work with Tottenham on digital content and fan engagement initiatives aimed primarily at supporters across the two regions, while also supporting international activations more broadly.

Founded in 2016, Sportsbet.io operates as a global digital-first sportsbook and online casino and has established a significant presence in football sponsorship through previous partnerships with Premier League clubs.

Focus on North America and Africa

The partnership gives Sportsbet.io a regional association with Tottenham across two strategically important international markets.

Rather than focusing exclusively on traditional brand visibility, the two organisations plan to use the partnership to create digital content, entertainment and fan engagement experiences for Spurs supporters.

Tottenham has developed a substantial international following beyond the UK, making regional commercial agreements a way for the club to monetise its global fanbase while providing partners with more targeted rights.

Ryan Norys, Chief Revenue Officer at Tottenham Hotspur, said Sportsbet.io’s previous experience within football was an important factor behind the agreement.

“We are looking forward to working with Sportsbet.io to deliver opportunities for our fans in North America and Africa, as well as internationally,” Norys said.

“Sportsbet.io represents a credible and experienced sports betting partner, with a strong strategic fit given their prior experience in football, and we are delighted to welcome them on board.”

Sportsbet.io continues football strategy

Sportsbet.io enters the partnership with an established track record in football sponsorship.

The brand has previously partnered with other Premier League clubs, giving it experience in using football rights to engage an international betting audience.

For Sportsbet.io, Tottenham provides access to a globally recognised Premier League brand and a supporter base extending across multiple international territories.

Paul Wiggins, Group Chief Operating Officer at Sportsbet.io, said the company wants the partnership to focus on creating experiences that resonate with supporters.

“The best partnerships should give fans something to talk about,” Wiggins said.

“Tottenham Hotspur has no shortage of history, personality or passionate supporters, and we see a real opportunity to build on that energy. We want to create the kind of entertainment, experiences and moments that give Spurs fans even more to get behind.”

Betting partnerships evolve in Premier League

The agreement arrives at a significant moment for betting sponsorship in English football.

From the 2026/27 season, Premier League clubs no longer feature gambling companies on the front of their first-team matchday shirts under the league’s voluntary agreement.

However, the restriction does not prohibit gambling companies from maintaining other commercial relationships with clubs.

Betting brands can continue to secure assets including regional partnership rights, digital activations, stadium visibility and other sponsorship inventory, subject to applicable regulations.

Regional betting partnerships such as Tottenham’s agreement with Sportsbet.io therefore provide another route for operators seeking to maintain an association with Premier League football while targeting particular international markets.

Tottenham maintains betting category opportunities

The Sportsbet.io agreement also demonstrates Tottenham’s ability to divide betting rights geographically rather than relying on a single global relationship.

By positioning Sportsbet.io specifically as its Official North America & Africa Betting Partner, the club can build campaigns around audiences in those territories while maintaining flexibility across its wider commercial portfolio.

The regional structure is particularly suited to the betting industry, where operators face different licensing, advertising and market-access requirements depending on the jurisdiction.

Any activation between Tottenham and Sportsbet.io will consequently be carried out in accordance with applicable regulations.

Partnership to follow gambling sponsorship code

Tottenham has also confirmed that the agreement will operate in line with football’s Code of Conduct for Gambling Related Agreements.

The code is structured around four central principles: protection, social responsibility, reinvestment and integrity.

These standards are intended to establish safeguards around gambling-related sponsorships as betting companies continue to maintain a significant commercial presence within English football.

For Tottenham and Sportsbet.io, the next three years will focus on using the partnership to engage supporters in North America and Africa through digital content and fan-focused experiences while operating within those regulatory and responsible gambling requirements.

Source: Tottenhamhotspur.com