SPORTFIVE, a leading international sports marketing agency, has announced the continued growth of its global media production services, reinforcing its position as a creative and strategic partner to rightsholders, brands and athletes worldwide.

An Integrated Approach To Athlete Content

With increasing demand for high-quality, digital-first storytelling across sport, SPORTFIVE has scaled its production capabilities across multiple markets – enhancing its ability to deliver original content, multi-platform campaigns, and athlete-led narratives at speed and at scale. As part of this evolution, the agency has brought together and formalized its athlete content expertise into a focused division dedicated to developing and producing bespoke media products for talent: the Global Athlete Media House. Integrated within SPORTFIVE’s broader production offering, this team delivers tailored strategies and cross-channel content that supports athletes in building long-term personal brands.

SPORTFIVE has long been a trusted partner for athletes seeking to strengthen their presence beyond the pitch, court, or track. From building digital identities and launching social media profiles, to producing documentaries and long-form content, the agency has played a pivotal role in helping athletes engage fans and position themselves as global media personalities.

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Notable work includes Jürgen Klopp’s Instagram launch (@Kloppo), Manuel Neuer’s entry into the Chinese market via Weibo and Xiaohongshu, and Rio Ferdinand’s Tipping Point documentary with Amazon Prime Video. More recently, SPORTFIVE supported the Becker Petkovic Podcast, launched during the 2025 Australian Open, which quickly became one of the most popular tennis podcasts in German-speaking markets.

The Global Athlete Media House builds on this foundation, offering services across four key pillars:

Social Media
Custom content and platform strategy tailored to each athlete’s brand and audience.

Podcast Formats
Concept development, production, and distribution of athlete-hosted audio and video formats.

Off-Court PR
Media activations and storytelling designed to extend athlete relevance beyond competition.

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Original Content
From branded videos to full-scale documentaries, creating high-quality stories that resonate globally.

These services are available not only to SPORTFIVE-represented athletes, but also to brands, rightsholders, and external talent seeking strategic, athlete-first media production.

“Athletes today are more than just sports professionals – they are brands, creators, and entrepreneurs. At SPORTFIVE, we recognized early on that authentic, high-quality content is essential for building long-term athlete brands. With the Global Athlete Media House, we are taking the next step by combining our expertise and services in one department. This provides not only our own athletes with a range of services but also extends these to external partners.” said Ron Wiegand, Senior Vice President Global Athlete & Team Marketing, SPORTFIVE.

Spain’s regulated iGaming market is no longer the wild frontier it once was. Having opened its doors in 2011, it stands today as a mature, established landscape within Europe’s online betting ecosystem. But maturity doesn’t mean stagnation. As we look to the future, the Spanish market presents a compelling narrative: a story of adaptation, innovation, and the pursuit of growth within a framework of tightening regulations.

As Borja Imbergamo, Head of Growth & Strategy at Betbrothers, an affiliate platform guiding users to safe operators, observes, “Spain’s maturity means operators and affiliates like us need a much more nuanced strategy. The focus shifts from pure acquisition mode to building sustainable value within the regulated framework, ensuring players have access to secure and reliable options.”

For industry insiders – operators, suppliers, and keen-eyed investors – understanding the dynamics of risk and reward in Spain is not just beneficial. It’s essential for navigating the future successfully.

The Steady Pulse of a Billion-Euro Market

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The key metrics of the Spanish iGaming market remain strong. Gross Gaming Revenue (GGR) consistently averages around, and often exceeds, the €1 billion annual mark. While the explosive double-digit growth spikes of the early years have naturally slowed down, the Dirección General de Ordenación del Juego (DGOJ) figures paint a picture of steady expansion.

Borja Imbergamo points out, “We definitely see the momentum reflected in user search trends. While the market isn’t seeing exponential jumps, there’s consistent interest, especially when major sporting events or innovative products launch. Our role is to channel that interest towards DGOJ-licensed operators who offer a secure betting experience.”

The internal dynamics, however, tell a story of shifting balance. For years, sports betting was the undisputed champion, fueled by Spain’s passionate football culture. Now, the online casino segment has decisively stepped into the spotlight, often capturing 45-50% or more of GGR share, becoming the market’s primary engine, while sports betting remains a heavyweight around 40-45%. Poker and bingo maintain smaller, stable shares.

Where Opportunity Knocks

Despite its established nature, Spain offers promising ground for strategic growth, fueled by high digital penetration and savvy consumers.

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“The Spanish player is digitally adept,” notes Borja Imbergamo. “They expect seamless mobile experiences and trustworthy platforms. Operators investing in excellent UX and integrating convenient, secure payments are definitely resonating better.”

The real opportunity lies in product innovation. The restrictive marketing landscape has forced a strategic pivot towards player retention and maximizing lifetime value.

“With the old bonus-heavy acquisition model being restricted, the focus is on creating genuine, sustainable value,” Imbergamo adds, “From our perspective at Betbrothers.es, this means highlighting operators who excel in transparency, safety features, and fair play. That’s what builds the long-term trust crucial for retention in this regulated environment.”

Navigating the Shifting Competitive Landscape

The Spanish regulatory framework, while providing stability, presents ongoing difficulties. The advertising restrictions remain the most significant operational challenge, fundamentally reshaping marketing playbooks towards more nuanced, value-driven strategies.

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Imbergamo, whose platform navigates these rules daily, states, “The Royal Decree undeniably changed the marketing landscape, increasing the importance of clear, compliant communication. Affiliates like us have an increased responsibility to provide accurate information about licensed operators. While challenging, the strong DGOJ focus on responsible gaming ultimately creates a safer, more trustworthy environment for players, which aligns perfectly with our core mission.”

Simultaneously, the DGOJ’s focus on player protection means responsible gaming is essential, potentially leading to future measures requiring adaptable systems. This isn’t just compliance. It’s trust-building in a fiercely competitive market where attracting genuinely new players is tough, making retention vital.

Strategy is King

Looking ahead, the Spanish iGaming market will reward strategic wisdom and a deep commitment to the player. Success will favour those who leverage technology not just for impressive personalized offers, but critically for enhancing player safety.

“Success depends on using technology smartly,” reflects Borja Imbergamo. “AI for personalisation is exciting, but its application in RG tools and ensuring transparent practices is more important for long-term success. Operators who genuinely invest here aren’t just complying. They’re building the trust that will define market leadership, and that’s a key factor we highlight for users.”

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Fostering cross-vertical engagement and integrating diverse, secure payment options will also be crucial.

The Path Forward

Spain will undoubtedly remain a cornerstone of the regulated European iGaming market, a consistent billion-euro-plus opportunity. However, the path to success demands more than just presence. It requires operational excellence, smart technology adoption, and a commitment to compliance and player well-being. The future belongs to operators and affiliates who are agile, innovative, and prioritize responsible practices.

Ultimately, as Borja Imbergamo of Betbrothers.es concludes, “The Spanish market will develop through collaboration and a shared commitment to player safety and transparency. It requires providing safe environments, clear information through platforms like ours, and genuine entertainment value. That’s the sustainable path forward. It’s about creating a healthy ecosystem where informed players can engage confidently with licensed operators.”

In this mature yet dynamic arena, strategic depth and a player-first mentality, not just marketing muscle, will win the day.

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Allwyn, operator of The National Lottery, is giving players more ways to win outside of the main National Lottery games and draws – with new and varied promotions driving further value and excitement.

So far in 2024, Allwyn launched a EuroMillions Valentine’s Day campaign, which, in addition to making 14 UK Millionaires also saw 14 lucky ticket-holders win a trip for two to the Maldives.

This was supported by a tongue-in-cheek, multi-channel campaign – which featured tie-ups with TikTok travel influencers – that brought to life how National Lottery players could seriously upgrade their Valentine’s Day if they scooped one of the amazing prizes on offer. This special event attracted 400,000 more digital players compared to the previous comparable draw.

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And, in a first for The National Lottery, the company is currently running a weekly special £10k prize draw. Running over nine weeks, players are entered into the weekly draw by spending £10 or more on National Lottery draw-based games (such as Lotto, EuroMillions, Set For Life and Thunderball) online in the week (between Monday and Sunday).

The £10 spend takes into account people who play by draw-based games by Direct Debit and play in advance for future draws – so the spend doesn’t necessarily have to be for draws in the week itself, as it’s calculated by when the transaction is processed.

And the excitement doesn’t stop there, as the special £15 million “Must Be Won” Big Easter Bank Holiday Lotto Jackpot on April 19 (Saturday) saw three new millionaires created, after three lucky ticket-holders matched five main numbers and the Bonus Ball to win £1.06 million each. As no-one matched all six main numbers, the jackpot rolled down – boosting all prize tiers.

Allwyn’s Marketing & Brand Director, Steve Parkinson, said: “Since the beginning of the year, we’ve been looking at some fun and unique ways to attract new National Lottery players and re-engage former ones. These are delivering further value for players – giving them more to play for – and are creating talkability. Of course, by playing National Lottery games, players raise more than £30 million every week for Good Causes – so this really is a win-win.”