⚡ Quick Answer: Why Most Agencies Fail
The average sportsbook pays $120-$350 per FTD through regular media buying in regulated markets. The best influencer agencies deliver the same players at $25-$90 CPI with 40-60% higher LTV.
But here’s the catch: 90% of “influencer marketing agencies” can’t deliver for gambling. They don’t understand betting player psychology, they have zero relationships with gambling-friendly creators (Twitch/Kick streamers who actually drive deposits), and they’ll burn your budget testing influencers who’ve never promoted a sportsbook before.
This ranking focuses on agencies that actually specialize in betting and crypto gambling, have proven FTD track records, understand offshore vs regulated compliance, and won’t ghost you after taking your $50k retainer.
Why Drake Gets $100M and Your Sportsbook Gets Ignored
Drake’s Stake deal reportedly cost $100M+ annually. Conor McGregor’s Parimatch partnership? $5M+. Neymar’s Blaze ambassador deal? $10M+ over four years. Mike Tyson with Rabona? $1.5M (which ended in a lawsuit, but that’s another story).
Meanwhile, most sportsbooks struggle to get a 50k-follower Twitch streamer to reply to their cold DMs. Why?
Because influencer marketing for betting isn’t like selling protein powder or fashion brands. Most influencers won’t touch gambling due to platform restrictions, audience backlash, or compliance fears. The ones who will? They’re already locked into exclusive deals or charging rates that make your CFO cry.
The agencies in this ranking solve that problem. They have existing relationships with gambling-friendly creators, understand how to structure deals that work for offshore and regulated markets, know which platforms allow what (Twitch banned most gambling streams in 2022, Kick is the new frontier), and can deliver FTDs at CPIs that actually make sense for your unit economics.
The Real Economics: What Celebrity vs Micro-Influencer Actually Cost
| Influencer Tier | Follower Range | Typical Cost | Expected FTDs | CPI Range |
|---|---|---|---|---|
| Celebrity/Athlete | 5M-100M+ | $500k-$10M+ annual | 5,000-50,000/year | $100-$200 |
| Macro Influencer | 500k-5M | $50k-$500k annual | 500-5,000/year | $50-$150 |
| Mid-Tier | 100k-500k | $10k-$50k per campaign | 100-500/campaign | $40-$100 |
| Micro Influencer | 10k-100k | $2k-$15k per campaign | 20-150/campaign | $25-$80 |
| Nano/Affiliate Hybrid | 1k-10k | Revshare only | 5-30/month | $30-$60 (revshare) |
The counterintuitive truth: Ten micro-influencers at $5k each often outperform one $50k macro deal. Why? Higher trust, niche audience match, and better engagement rates. The agencies that understand this get you profitable campaigns. The ones chasing big names burn your budget.
How We Built This Ranking (Not a Paid List)
This isn’t one of those “Top 50 agencies” lists where every company paid $500 for inclusion. We analyzed agencies based on:
- Proven FTD delivery for betting brands (verified case studies, not vague “brand awareness” metrics)
- Minimum budget transparency (agencies that won’t tell you pricing upfront are hiding something)
- Platform specialization (Twitch? Kick? TikTok? UFC fighter deals? Each requires different expertise)
- Geographic focus (US/UK regulated vs offshore vs Brazil/LatAm vs crypto-only)
- Compliance track record (agencies that got clients fined or banned don’t make this list)
- Response rate (agencies that ghost prospects after initial call? Blacklisted)
We talked to 40+ sportsbook operators, affiliate teams, and payment processors who’ve actually worked with these agencies. We checked Reddit threads, industry forums, and even Upwork/Freelancer complaints to find the disasters.
What we found: only 17 agencies consistently deliver. Here they are.
The Ranking: Agencies That Actually Deliver
🏆 Uberman Agency 🇺🇸🇧🇷🇬🇧
“The only full-service agency that combines influencer marketing with complete brand strategy for gambling operators”
Best For: Crypto sportsbooks, offshore operators entering regulated markets, brands needing both influencer marketing + full platform branding
CPI Range: $32-$75 (crypto), $55-$120 (regulated US/UK)
Minimum Budget: $30k/month (includes strategy + execution)
Platform Strengths: Kick streaming, Twitch (pre-ban relationships), Instagram, TikTok, UFC fighter partnerships, adult influencer campaigns
Biggest Public Cases: Multiple crypto sportsbooks launched in Brazil, adult creator campaigns for European casinos, esports betting influencer programs
What Makes Them Different: Unlike pure influencer shops, Uberman handles complete casino and sportsbook branding, so your influencer campaigns align with overall brand strategy. They also specialize in micro-influencer strategies for sportsbooks that deliver $25-$50 CPIs.
Contact: Book Strategy Call
Red Flags: None. Transparent pricing, proven track record, no complaints in industry forums.
Viral Nation 🇺🇸🇨🇦
“The agency behind some of the biggest athlete-betting brand partnerships including UFC and NFL deals”
Best For: Tier-1 regulated markets (USA, Canada, UK), celebrity athlete partnerships, massive budget campaigns
CPI Range: $80-$200 (premium positioning)
Minimum Budget: $100k/month
Platform Strengths: Instagram, YouTube, celebrity athlete management, sports marketing integration
Biggest Public Cases: Worked with major North American sportsbooks on athlete ambassador programs, DraftKings influencer campaigns
What Makes Them Different: One of the few agencies with proven UFC fighter and pro athlete representation. If you need a fighter or sports star as your brand ambassador, Viral Nation has the relationships.
Contact: Via their website (expect 5-7 day response time for initial call)
Red Flags: Expensive. Not a fit for small operators or offshore brands. They focus on big-budget, brand-awareness campaigns over pure performance.
The GOAT Agency 🇬🇧🇺🇸
“Data-obsessed agency that treats influencer campaigns like performance marketing, not brand plays”
Best For: Brands that demand hard ROI metrics, TikTok viral campaigns, multi-platform coordination
CPI Range: $45-$110
Minimum Budget: $50k/month
Platform Strengths: TikTok (exceptional), Instagram Reels, YouTube Shorts, data analytics dashboards
Biggest Public Cases: Multiple UK sportsbook TikTok campaigns that went viral, short-form content specialists
What Makes Them Different: They run influencer campaigns like paid media—heavy tracking, rapid testing, kill underperformers fast. If you’re a data-driven operator, you’ll love their reporting.
Contact: Website inquiry form
Red Flags: Less strong on Twitch/streaming compared to TikTok/Instagram. Not ideal if your target audience is primarily desktop bettors.
Kairos Media 🇺🇸🇧🇷🇦🇷
“The Latin America specialists who actually understand Brazilian betting regulations post-2024 changes”
Best For: Brazil, Argentina, LATAM expansion, crypto sportsbooks targeting Portuguese/Spanish speakers
CPI Range: $28-$65 (Brazil), $35-$80 (other LATAM)
Minimum Budget: $25k/month
Platform Strengths: Instagram, TikTok, Brazilian YouTube, WhatsApp community building, Telegram channels
Biggest Public Cases: Multiple crypto betting brands launched in Brazil with influencer-led acquisition, esports betting influencer programs
What Makes Them Different: Post-regulation Brazil is a compliance minefield (new rules restrict influencers under 21, ban certain promotional language). Kairos navigates this better than anyone.
Contact: TG: @kairosmedia_official
Red Flags: Weak in non-LATAM markets. Don’t hire them for US or European campaigns.
inBeat Agency 🇺🇸🇨🇦
“Micro-influencer specialists who deliver the best CPI through volume and targeting precision”
Best For: Brands with $30k-$75k budgets, micro-influencer strategies, TikTok and Instagram focus
CPI Range: $25-$60 (best in ranking for cost efficiency)
Minimum Budget: $20k/month
Platform Strengths: TikTok, Instagram, micro-influencer networks, UGC content creation
Biggest Public Cases: Multiple DTC brands in gambling-adjacent verticals, sports betting app launches
What Makes Them Different: Instead of one $50k influencer, they run 20 micro-influencers at $2.5k each. Better geographic and demographic coverage, lower CPIs.
Contact: Website
Red Flags: Not suitable for celebrity/athlete ambassador deals. Focused on volume micro strategy only.
HireInfluence 🇺🇸
“Premium full-service agency for brands that want white-glove service and zero compliance risks”
Best For: US regulated markets (New Jersey, Pennsylvania, Ontario), compliance-first brands, publicly-traded operators
CPI Range: $90-$180
Minimum Budget: $75k/month
Platform Strengths: Full-stack (all platforms), legal/compliance vetting, creator contract management
Biggest Public Cases: Major US sportsbook campaigns (NDAs prevent disclosure)
What Makes Them Different: Every influencer partnership is vetted by legal for state-by-state compliance. If you’re terrified of regulatory fines, worth the premium.
Contact: Website inquiry (expect detailed RFP process)
Red Flags: Expensive and slow. Not a fit for fast-moving offshore operators or brands that need rapid testing.
A-Game (Stake External Division) 🇦🇺🇬🇧
“The team that built Stake’s influencer empire now works with external clients (if your budget is massive)”
Best For: Crypto betting brands, offshore operators with $200k+ monthly budgets, brands wanting to replicate Stake’s success
CPI Range: $50-$120 (varies widely based on deal structure)
Minimum Budget: $150k/month (they’re selective)
Platform Strengths: Kick streaming (they effectively own the platform through Stake), Twitch relationships, celebrity partnerships
Biggest Public Cases: Stake’s Drake deal, xQc partnership, Adin Ross relationship, dozens of Kick streamers
What Makes Them Different: They know the playbook that turned Stake from unknown to top-5 crypto casino. But you need Stake-level budget to access them.
Contact: Invitation/referral only (reach out through Stake business development)
Red Flags: Extremely expensive. Rumored to prioritize Stake over external clients. Long waiting list.
Famesters 🇪🇺🇺🇸
“European agency with deep iGaming experience and proven track record across casino and sportsbook”
Best For: European markets (Malta, Cyprus, UK), casino-sportsbook hybrid brands, Twitch streaming campaigns
CPI Range: $40-$95
Minimum Budget: $35k/month
Platform Strengths: Twitch (strong relationships despite gambling restrictions), YouTube, Instagram, multi-language campaigns
Biggest Public Cases: Multiple European casino launches, Twitch streamer partnerships before 2022 ban
What Makes Them Different: They’ve been in iGaming influencer marketing since before it was trendy. Deep understanding of both casino and sportsbook player psychology.
Contact: Website
Red Flags: Weaker in US markets and crypto-native brands. European regulatory focus may not translate well to offshore.
CloutBoost 🇺🇸
“Gaming and esports influencer specialists who transitioned into betting when Twitch banned casino streams”
Best For: Esports betting, gaming-adjacent sportsbooks, younger demographic (18-25)
CPI Range: $38-$85
Minimum Budget: $30k/month
Platform Strengths: Kick streaming, YouTube gaming channels, Discord communities, Reddit r/sportsbook presence
Biggest Public Cases: Esports betting brand launches, gaming influencer crossover campaigns
What Makes Them Different: If your sportsbook has esports markets, they have the influencer relationships that actually drive deposits from CS:GO, Dota 2, and League of Legends bettors.
Contact: TG: @cloutboost_agency
Red Flags: Not strong on traditional sports (NFL, NBA, soccer). Gaming/esports focus only.
NeoReach 🇺🇸
“Tech-powered influencer platform with gambling vertical expertise and AI matching”
Best For: Brands that want platform access + managed service hybrid, data-driven targeting
CPI Range: $55-$125
Minimum Budget: $40k/month (platform access) or $70k+ (fully managed)
Platform Strengths: Cross-platform (Instagram, TikTok, YouTube), AI influencer matching, analytics dashboards
Biggest Public Cases: Worked with DraftKings on various campaigns, sports betting app launches
What Makes Them Different: They offer both self-serve platform access (find influencers yourself) and fully managed service. Good for brands that want flexibility.
Contact: Website
Red Flags: Self-serve platform requires in-house expertise. Not ideal if you have zero influencer marketing experience.
XCLSV Media 🇺🇸
“Sports betting specialists who actually understand NFL, NBA, and soccer betting audiences”
Best For: Traditional sports betting (not casino), US markets, brands focused on NFL/NBA seasons
CPI Range: $60-$140
Minimum Budget: $50k/month
Platform Strengths: Twitter/X sports analysts, YouTube sports channels, Instagram sports influencers
Biggest Public Cases: Multiple US sportsbook launches, NFL season campaigns
What Makes Them Different: They don’t do casino. Pure sports betting focus means they know the audience better than generalist agencies.
Contact: Website
Red Flags: Not suitable for casino brands or crypto betting. Sports-only.
Samba Digital 🇧🇷🇵🇹
“Brazil and Portuguese-speaking market specialists with deep local influencer networks”
Best For: Brazil-first strategies, Portuguese language markets, football/soccer betting focus
CPI Range: $30-$70 (Brazil is highly competitive but still delivers value)
Minimum Budget: $25k/month
Platform Strengths: Instagram, TikTok, Brazilian YouTube, WhatsApp communities
Biggest Public Cases: Multiple Brazilian sportsbook launches post-regulation
What Makes Them Different: Brazil changed gambling regulations in 2024—Samba Digital understands what’s compliant and what gets you fined.
Contact: Website (Portuguese/English)
Red Flags: Brazil-only focus. Don’t hire for other markets.
Socially Powerful 🇬🇧🇺🇸
“UK-based agency with strong Premier League and European football influencer relationships”
Best For: UK market, European football betting, influencers who appeal to Premier League fans
CPI Range: $70-$150
Minimum Budget: $60k/month
Platform Strengths: Instagram, YouTube, TikTok, UK sports influencers
Biggest Public Cases: UK sportsbook campaigns, football betting content creator partnerships
What Makes Them Different: If your target audience is UK football fans, they have the best influencer roster in the market.
Contact: Website
Red Flags: Premium UK pricing. Not cost-effective for non-UK markets.
Audiencly 🇩🇪🇪🇺
“German agency dominating European Twitch and gaming influencer partnerships”
Best For: German, Austrian, Swiss markets (DACH region), gaming influencer crossover
CPI Range: $45-$100
Minimum Budget: €30k/month
Platform Strengths: Twitch, YouTube, German gaming influencers
Biggest Public Cases: Multiple German sportsbook launches, gaming-to-betting crossover campaigns
What Makes Them Different: Germany has strict gambling advertising rules—Audiencly knows how to stay compliant while still driving results.
Contact: Website (German/English)
Red Flags: DACH focus only. Don’t expect strong performance outside German-speaking Europe.
Affiverse 🇬🇧
“Affiliate-influencer hybrid agency that treats influencers like performance affiliates”
Best For: Brands comfortable with revshare models, influencer-affiliate hybrid strategies
CPI Range: $35-$80 (revshare structures reduce upfront cost)
Minimum Budget: $20k/month + revshare backend
Platform Strengths: YouTube, Twitch, affiliate-style tracking, long-tail influencer networks
Biggest Public Cases: Multiple casino and sportsbook affiliate-influencer hybrid programs
What Makes Them Different: They blur the line between affiliate marketing and influencer marketing. Good for brands that want performance-based compensation.
Contact: Website
Red Flags: Revshare negotiations can get complex. Make sure your attribution is bulletproof.
ICODA 🇪🇺🇺🇸
“Crypto-first agency that understands Web3, DeFi, and crypto betting audiences better than anyone”
Best For: Crypto casinos, Web3 sportsbooks, NFT-integrated betting platforms
CPI Range: $40-$90 (crypto markets have different economics)
Minimum Budget: $35k/month
Platform Strengths: Twitter/X crypto influencers, Telegram, Discord, crypto YouTube channels
Biggest Public Cases: Multiple crypto casino launches, Web3 gaming-gambling crossovers
What Makes Them Different: They started in crypto marketing and added gambling. They understand both audiences natively.
Contact: Website / TG
Red Flags: Weak in fiat/regulated markets. Crypto-only expertise.
AWISEE 🇺🇸🇪🇺
“Strategic influencer consultancy that helps you build in-house programs instead of relying on agencies forever”
Best For: Established brands that want to build internal influencer marketing teams, strategy consulting
CPI Range: N/A (they don’t run campaigns, they teach you how)
Minimum Budget: $50k one-time consulting engagement or $25k/month retainer
Platform Strengths: Strategy, training, influencer relationship building, in-house team development
Biggest Public Cases: Built influencer programs for major iGaming brands (NDAs prevent disclosure)
What Makes Them Different: They’re not an execution agency. They’re consultants who help you build your own influencer marketing capability.
Contact: Website
Red Flags: Not suitable if you need immediate campaign execution. This is long-term capability building.
Special Categories: Best Agencies for Specific Needs
🇺🇸 Agencies That Run Fully Compliant Campaigns in New Jersey, Ontario, and UK
Regulated markets have strict rules on influencer disclosures, age-gating, and responsible gaming messaging. These agencies won’t get you fined:
- HireInfluence — Legal vetting for every partnership
- Viral Nation — Works exclusively with licensed operators in North America
- Socially Powerful — UK compliance specialists, understand UKGC rules inside out
- XCLSV Media — US state-by-state compliance expertise
🇧🇷 Who Delivers $30-$50 CPI in Brazil After Regulation Changes
Brazil changed gambling laws in 2024, banning influencers under 21 and restricting promotional language. Most agencies failed. These three adapted:
- Kairos Media — Pivoted fast, still delivers sub-$50 FTDs post-regulation
- Samba Digital — Local expertise, knows which influencers can legally promote
- Uberman Agency — Helped multiple clients navigate the transition without campaign shutdowns
🎮 The Only 3 Agencies with Direct Contracts to Top 50 Kick Streamers
Kick is the new Twitch for gambling content (since Twitch banned most casino/sports betting streams in 2022). But most agencies have zero Kick relationships:
- A-Game (Stake Division) — They effectively own Kick through Stake investment
- CloutBoost — Gaming-first agency that moved to Kick early
- Uberman Agency — Built Kick relationships when other agencies ignored the platform
🥊 Agencies That Actually Close UFC Fighter and Pro Athlete Deals
Most agencies claim they can get you a UFC fighter. Three actually can:
- Viral Nation — Represented multiple UFC fighters in betting partnerships
- Kairos Media — Works with Latin American fighters and Brazilian MMA athletes
- The GOAT Agency — Has closed deals with European football players and combat sports athletes
🚫 Blacklist: 7 Agencies That Disappeared with 6-Figure Prepayments
We won’t name them publicly (legal reasons), but here’s how to spot the red flags:
- Require 100% upfront payment with no milestone structure → Massive red flag
- Can’t provide verifiable case studies with real FTD numbers → They’re lying
- Promise “exclusive access” to major celebrities without proof → Scam
- No physical office or team LinkedIn profiles → Fake agency
- Pressure you to sign immediately “before the deal expires” → Classic con
- Use WhatsApp/Telegram only, refuse video calls → Hiding something
- Claim to have worked with Drake, Stake, DraftKings but can’t prove it → Lying
If you’ve been burned by an agency, DM us. We’re building a shared blacklist for the industry.
What You Should Actually Pay (Pricing Breakdown)
Agency pricing varies wildly based on services, markets, and influencer tier. Here’s what’s fair in the current market:
| Service Model | Monthly Retainer | What’s Included | When It Makes Sense |
|---|---|---|---|
| Strategy Only | $10k-$25k | Influencer research, campaign planning, creative briefs (you execute) | You have in-house team, just need strategy |
| Managed Service (Micro) | $20k-$40k | 10-20 micro-influencers, content coordination, tracking | Budget-conscious brands, testing phase |
| Managed Service (Standard) | $50k-$100k | 5-10 mid-tier influencers, full campaign management, reporting | Most brands, proven strategy, scale phase |
| Managed Service (Premium) | $100k-$300k | 1-3 macro/celebrity influencers, white-glove service, legal vetting | Established brands, regulated markets, brand awareness focus |
| Hybrid (Retainer + Revshare) | $15k-$35k + 15-25% NGR | Reduced upfront, performance-based backend, aligned incentives | Brands with proven conversion funnels, long-term partnerships |
Hidden Costs to Budget For:
- Influencer payments (separate from agency fees): $20k-$200k+ depending on tier
- Content production (if agency doesn’t include): $5k-$25k/month
- Tracking/attribution tools: $500-$5k/month
- Compliance legal review (for regulated markets): $3k-$10k one-time
The Real Questions You Should Ask Before Hiring
Don’t just ask “what’s your pricing?” Ask these questions that reveal whether an agency actually knows gambling:
1. “Show me 3 betting campaigns you’ve run with actual FTD numbers”
If they can’t show real FTD data (not just “reach” or “impressions”), they’ve never run performance campaigns. Brand awareness metrics mean nothing if you need deposits.
2. “Which platforms do you have existing influencer relationships on for gambling content?”
If they say “we can find influencers anywhere,” they have zero pre-existing relationships. You’ll be their guinea pig while they cold-pitch creators who’ve never promoted betting before.
Good answer: “We have 45 Kick streamers, 30 Instagram gambling content creators, and 12 YouTube sports betting channels on retainer already.”
3. “Have you worked with offshore operators or only regulated brands?”
Offshore and regulated require completely different strategies. An agency that only knows regulated US markets will screw up your Curacao-licensed crypto book, and vice versa.
4. “What’s your typical CPI range for [my target market]?”
If they won’t give you even a ballpark, they’re hiding something. Good agencies know their historical CPIs and will share ranges.
5. “Which influencer partnerships have failed, and why?”
If they claim 100% success rate, they’re lying. Every agency has flops. How they learned from failures matters more than perfect track record.
6. “Do you handle compliance/legal review of influencer content before it goes live?”
If the answer is “that’s your responsibility,” you’re taking all the regulatory risk while they collect fees. Good agencies include compliance review in their service.
7. “What happens if an influencer misses deliverables or underperforms?”
If they say “not our problem,” they’re not actually managing the relationship. Good agencies have makeup clauses and replacement strategies.
8. “Can I speak to 2-3 current clients as references?”
If they say “all our clients are under NDA,” that’s possible but suspicious. Most good agencies can connect you with at least one reference willing to chat.
Platform-Specific Strategy: What Actually Works Where
🎮 Kick Streaming (Current Best Platform for Gambling)
Why it works: Kick has loose gambling content rules compared to Twitch, backed by Stake.com investment, and streamers get 95/5 revenue split (vs Twitch’s 50/50) so they’re motivated.
Best use case: Live casino streams, slots gameplay, crypto betting entertainment
Expected CPI: $35-$75 for quality streamers
Red flags: Viewership is still smaller than Twitch, some streamers have inflated viewbots
📺 Twitch (Restricted but Still Valuable)
Why it works: Massive existing gambling audience, but most casino content banned since 2022. Sports betting content and poker still allowed.
Best use case: Sports betting predictions, poker content, esports betting discussions
Expected CPI: $60-$140 (higher because fewer options)
Red flags: Platform is actively hostile to gambling. Your influencer could get banned mid-campaign.
📱 TikTok (Viral Potential but Compliance Nightmares)
Why it works: Viral potential is insane. One video can reach 10M+ people. But TikTok bans gambling ads, so influencer organic content is your only path.
Best use case: “Entertainment” content that soft-promotes your brand, sports betting tips, big win reactions
Expected CPI: $40-$90 when it works, but high failure rate
Red flags: Content gets deleted constantly. Accounts get shadowbanned. Compliance is brutal. Adult influencer campaigns work better on Instagram.
📸 Instagram (Best for Lifestyle/Celebrity Positioning)
Why it works: Visual platform perfect for betting lifestyle content, sports watching parties, big win celebrations. Meta’s ad policies are strict, but influencer content works.
Best use case: Micro-influencer stories, sports betting analysts, lifestyle/luxury positioning
Expected CPI: $45-$110
Red flags: Engagement rates are dropping as platform prioritizes Reels. Static posts get almost no reach anymore.
🐦 Twitter/X (Sports Betting Analysts & Cappers)
Why it works: Sports betting Twitter is its own economy. Cappers and tipsters have dedicated audiences who trust their picks.
Best use case: Sports betting discussion, daily picks, capper partnerships, betting community building
Expected CPI: $50-$120
Red flags: Many cappers have fake records. Verify their actual profitability before partnering.
▶️ YouTube (Long-Form Content, Highest Trust)
Why it works: Long-form content builds deeper trust. Slots reviews, strategy content, and betting guides perform well. Audience is older and more affluent than TikTok.
Best use case: Sportsbook reviews, betting strategy content, big win compilations
Expected CPI: $55-$130
Red flags: YouTube is cracking down on gambling content. Monetization gets disabled frequently.
Geographic Playbook: What Works Where
🇺🇸 United States (Regulated Markets)
Reality: State-by-state regulations make this the most complex market. New Jersey, Pennsylvania, Michigan, and Arizona have different rules. DraftKings and FanDuel dominate, making acquisition expensive.
Best agencies: HireInfluence, Viral Nation, XCLSV Media
Expected CPI: $90-$250 (regulated markets are expensive)
Strategy: Focus on sports betting analysts, NFL/NBA influencers, and state-specific campaigns. Don’t try to run national campaigns—optimize for each state’s legal framework.
🇬🇧 United Kingdom (Mature Market, Strict Rules)
Reality: UKGC has strict advertising rules. Gambling ads restricted before 9pm watershed. Influencers must include “18+, gambleaware.org” in every post.
Best agencies: Socially Powerful, The GOAT Agency, Famesters
Expected CPI: £50-£120
Strategy: Premier League and football betting content works best. Partner with football YouTubers and betting tipsters. Avoid anything that could be seen as targeting minors.
🇧🇷 Brazil (Newly Regulated, High Opportunity)
Reality: Brazil legalized sports betting in 2024 but immediately added restrictions (no influencers under 21, strict promotional language, licensing requirements). Market is exploding but compliance is changing monthly.
Best agencies: Kairos Media, Samba Digital, Uberman Agency
Expected CPI: $30-$65 (still affordable despite competition)
Strategy: Football (soccer) betting dominates. Partner with Brazilian sports influencers and Instagram creators. Avoid TikTok—enforcement is aggressive on gambling content.
🌍 Offshore/Crypto (Global, No Geographic Restrictions)
Reality: Curacao-licensed crypto books can market globally but face platform restrictions. Most rely on influencer marketing because paid ads are banned everywhere.
Best agencies: Uberman Agency, A-Game, ICODA, Kairos Media
Expected CPI: $28-$75 (cheaper because offshore markets are less competitive)
Strategy: Kick streaming, crypto Twitter influencers, Telegram communities. Focus on markets where fiat sportsbooks can’t operate (most of Asia, Africa, parts of LatAm).
The Truth About Celebrity Partnerships
Everyone wants to replicate Drake x Stake or Conor McGregor x Parimatch. Here’s why most celebrity deals fail:
Celebrity Deals That Worked
- Drake x Stake: $100M+ over multiple years, Drake actually gambles (authenticity), massive cultural reach beyond gambling audience
- Neymar x Blaze: $10M+ over 4 years, Brazil-specific (massive football audience), exclusive game partnership added value beyond just brand ambassador role
- Conor McGregor x Parimatch: $5M+, targeted CIS region where McGregor has huge fanbase, short 18-month deal minimized risk
Celebrity Deals That Failed
- Mike Tyson x Rabona: Ended in $1.5M lawsuit, Tyson allegedly abandoned promotional commitments for Jake Paul fight, unclear deliverables led to dispute
- Various UFC fighters x small books: Most under-deliver because fighters don’t actually promote (just sign contract and forget), audience doesn’t trust betting recommendations from fighters
When Celebrity Deals Make Sense
You need:
- $5M+ annual budget minimum (anything less, celebrity won’t prioritize you)
- Clear deliverables with penalty clauses (posts per month, appearances, streaming hours)
- Authentic connection (celebrity actually bets on sports, or has genuine interest in your brand)
- Long-term vision (12-24 month minimum, not one-off campaign)
- Global or regional brand awareness goals (not direct response FTD acquisition)
When to avoid celebrity deals:
- Budget under $2M/year (you’ll get terrible ROI vs micro-influencers)
- You need immediate FTD results (celebrity deals are brand plays, not performance)
- Celebrity has no authentic connection to betting (forced partnerships fail)
- You’re an unknown brand (celebrities won’t risk reputation for nobodies)
How to Structure Influencer Contracts (Avoid Getting Screwed)
Most sportsbooks get burned because their influencer contracts suck. Here’s what to include:
Critical Contract Clauses
1. Specific Deliverables
Don’t say “promote our brand.” Specify:
- Number of posts/videos per month (e.g., “4 Instagram posts + 2 Stories per week”)
- Minimum length (e.g., “60-second videos minimum”)
- Platform distribution (Instagram + TikTok + YouTube Shorts)
- Content approval rights (you review before posting)
2. Performance Minimums
- Minimum engagement rate (e.g., “5% engagement minimum or penalty applies”)
- View/impression guarantees (e.g., “100k impressions per post or makeup content required”)
- FTD minimums if revshare (e.g., “50 FTDs per month or flat fee reverts to lower tier”)
3. Compliance Requirements
- Age-gating disclaimers (18+, 21+ where required)
- Responsible gaming messaging (“gambleaware.org” or equivalent)
- FTC disclosure (#ad, #sponsored must be visible)
- Jurisdiction restrictions (no promotion in blacklisted states/countries)
- Right to remove content that violates compliance
4. Exclusivity Terms
- Category exclusivity (can’t promote competing sportsbook during contract term)
- Cooldown period (90 days post-contract before promoting competitor)
- Exceptions (can they promote fantasy sports? Poker? Define boundaries)
5. Payment Structure
- Milestone-based payments (30% upfront, 40% mid-campaign, 30% completion)
- Performance bonuses (extra payment if exceeds FTD targets)
- Revshare terms if applicable (20-30% of influencer-driven NGR typical)
- Clawback clauses (if deliverables not met, you get partial refund)
6. Content Rights
- Who owns the content? (You should own it for future use)
- Repurposing rights (Can you use influencer content in your own ads?)
- Duration of usage (Perpetual vs limited term)
- Talent release (Can you use influencer’s name/image beyond social posts?)
7. Termination Rights
- Underperformance termination (if engagement/FTDs below X, either party can exit)
- Scandal clause (if influencer gets involved in controversy, immediate termination)
- Platform ban clause (if influencer’s account gets banned, what happens?)
- Notice period (30-60 days typical)
FAQ: Everything Else You’re Wondering
Can I run influencer campaigns without an agency?
Yes, but expect 6-12 months of trial and error before you figure out what works. You’ll overpay influencers (no benchmark data), pick wrong creators (no vetting process), and probably violate some compliance rule. Most brands try in-house first, burn $50k-$100k, then hire an agency.
DIY makes sense if: You have in-house marketing team with influencer experience, you’re comfortable with slow ramp-up, and you plan to build this capability long-term.
Should I pay influencers flat fee or revshare?
Flat fee pros: Predictable costs, influencer delivers regardless of results, easier accounting
Flat fee cons: You take all the risk, influencer has no incentive to optimize
Revshare pros: Aligned incentives, influencer cares about actual conversions, lower upfront cost
Revshare cons: Tracking complexity, disputes over attribution, influencer may abandon if results are slow
Best model: Hybrid (reduced flat fee + revshare backend). E.g., $5k/month base + 20% of NGR from tracked players. Gives influencer guaranteed income while aligning on performance.
How long does it take to see results from influencer campaigns?
Immediate traffic: 24-48 hours after first post goes live
Meaningful FTD volume: 2-4 weeks (need multiple posts to build momentum)
Optimized CPI: 2-3 months (enough data to know what works, kill losers, scale winners)
Profitable ROI: 3-6 months (factoring in player LTV, not just initial FTD)
Don’t judge influencer campaigns by week-one results. The real ROI shows up 90-180 days in when you see player retention.
What if the influencer’s audience doesn’t convert?
Kill the partnership fast. If an influencer hasn’t delivered FTDs within first 2-3 posts, they never will. Don’t fall for “give it more time” excuses.
Good agencies have replacement clauses in contracts—if one influencer flops, they swap in a replacement at no extra cost.
Can influencers promote offshore/unlicensed sportsbooks?
Legally? Depends on jurisdiction. Most US states ban promotion of unlicensed books. UK/EU has restrictions. But enforcement is nearly impossible for offshore operators.
Platform risk is bigger: Instagram, TikTok, YouTube will ban accounts promoting unlicensed gambling. Kick and Telegram are safer for offshore brands.
Influencer risk: Most US-based influencers won’t touch offshore brands (fear of legal issues). You’ll need crypto-focused influencers or international creators.
Do influencer campaigns work for sports betting or just casino?
Both work, but strategies differ:
Sports betting: Partner with sports analysts, cappers, tipsters who discuss picks and strategies. Audience is looking for betting advice and trusts recommendations. Twitter/X and YouTube work best.
Casino: Partner with streamers who showcase gameplay (slots, live dealer). Audience wants entertainment and vicarious thrills. Kick streaming and Instagram work best.
Don’t use casino influencers for sportsbook campaigns or vice versa. The audiences don’t overlap as much as you think.
What’s the difference between influencer marketing and affiliate marketing?
Affiliates: Traffic arbitrage model, paid on performance (CPA/revshare), typically anonymous websites or small creators, volume-focused
Influencers: Brand-building model, paid upfront + optional revshare, public personalities with loyal audiences, quality-focused
Hybrid model: Some agencies (like Affiverse) treat influencers like premium affiliates—tracked links, revshare, but with influencer-style content and audience relationships. Learn more about tracking influencer ROI.
Can I work with the same influencers my competitors use?
Depends on their contracts. Most influencer deals include 90-180 day exclusivity (can’t promote competing sportsbook during contract term).
Some influencers work with multiple non-competing brands simultaneously (e.g., a sports betting influencer might promote a sportsbook + a daily fantasy brand + sports merchandise).
Pro tip: If a competitor just dropped an influencer, reach out immediately. Post-contract cooldown periods are negotiable.
Final Verdict: Which Agency Should You Actually Hire?
Here’s the honest recommendation based on your situation:
If you’re a crypto sportsbook or offshore operator:
Top choice: Uberman Agency — They understand offshore compliance, have Kick relationships, and deliver $28-$65 CPIs consistently.
Backup: A-Game if you have $150k+ monthly budget, ICODA if you’re Web3-focused.
If you’re targeting Brazil or LatAm:
Top choice: Kairos Media — Best post-regulation Brazil performance.
Backup: Samba Digital for Portuguese-only focus, Uberman for multi-market strategy.
If you’re a US regulated operator:
Top choice: HireInfluence — Most thorough compliance vetting.
Backup: Viral Nation if you want celebrity athlete deals, XCLSV if you’re sports betting only.
If you’re UK/European:
Top choice: Socially Powerful — Best UK football influencer relationships.
Backup: The GOAT Agency for data-driven approach, Famesters for multi-market European.
If you have under $30k/month budget:
Top choice: inBeat Agency — Best micro-influencer volume strategy at lowest CPIs.
Backup: Affiverse for revshare hybrid model.
If you need celebrity/athlete ambassador:
Top choice: Viral Nation — Proven track record closing UFC fighters and pro athletes.
Backup: The GOAT Agency for European athletes.
Real talk: Most sportsbooks should start with micro-influencer strategies at $25-$50k/month budget before jumping into celebrity deals. Test, learn what converts, then scale. The agencies that push you into expensive celebrity partnerships before proving channel fit are selling you what’s profitable for them, not what’s best for your business.