Last Updated on August 23, 2025 by Caesar Fikson
If you’ve been around the iGaming block, you know the difference between an affiliate program that quietly pays, protects your brand, and scales—and one that turns into a late-invoice, broken-tracking, compliance headache. Trust isn’t a vibe; it’s a stack: regulated operators, audited tracking, clear terms, prompt payments, and responsible-marketing guardrails that keep you on the right side of the regulator. At NOWG, I treat program selection like selecting a trading counterparty: diligence first, hype never.
Below you’ll find 10 sportsbook affiliate programs I consider reliable for 2025—paired with why they earn that trust, the kind of traffic they convert best, and where the edges are. No fluff, just the operator reality you deal with once the pixels start moving.
Why “trust” matters more in sports than casino
Sports is time-sensitive and promo-heavy. Lines move. Bonuses rotate. Compliance rules change mid-season. If the affiliate desk can’t keep up—or the operator’s payments/tech stack wobbles—you’ll bleed time and credibility. Trustworthy programs share three traits:
- Regulatory maturity. Licensed in multiple markets, with internal legal teams that actually read and update their affiliate terms when rules change. See the UK regulator’s requirement to follow the CAP/BCAP advertising codes and to market “in a socially responsible manner”—not optional homework, real obligations you inherit when you promote a brand. (Source: UK Gambling Commission.) Gambling Commission
- Responsible advertising controls. Clear rules on age-gating/geo-gating, keyword restrictions, and creative sign-off. In practice, strong programs require you to block under-age reach and filter creatives by jurisdiction. (Source: UKGC guidance on influencer/affiliate controls.) Gambling Commission
- Transparent endorsements. Expectations that you disclose material relationships on blogs, socials, podcasts—because regulators (and the FTC in the U.S.) expect it. (Source: FTC Endorsement Guides 2023 update.) Federal Trade Commission
Keep those three in mind as you scan the list. They’re the difference between clean growth and clean-up mode.
The quick-scan table (with trust signals)
| Program | Best For | GEO Strength | Trust Signals | Watch-outs |
|---|---|---|---|---|
| Bet365 Affiliates | SEO/comparison sites; long-tail odds content | EU/UK, select global | 🏛️ long-standing brand; 🧾 strict compliance; 💸 reliable payouts | Creative approvals can be conservative |
| DraftKings Affiliate Program | U.S. multi-channel creators; DFS + sportsbook | USA (licensed states) | 🪪 state-licensed; 📊 robust dashboard; 🔒 fraud controls | Tighter promo windows; state-by-state rules |
| FanDuel Affiliates | U.S. performance buyers + sports media | USA (licensed states) | 📈 high converting brand; 🧭 clear geo policies; 💬 responsive AMs | Creative turnover during season spikes |
| BetMGM Affiliates | Content publishers + loyalty-angle sites | USA (licensed states) | 🧾 clear T&Cs; 🏦 dependable payments; 🔍 strong KYC | CPA criteria can be market-specific |
| Caesars Digital Affiliates | Bonus-roundup/odds hubs | USA (licensed states) | 🏛️ established operator; 📑 defined promo calendars; 🧰 solid assets | Compliance tone can be strict (good thing) |
| Entain Partners (Ladbrokes/Coral/bwin) | UK/EU sports content networks | UK/EU | 🧩 multi-brand depth; 📜 transparent terms; 🔁 steady ops | Brand-by-brand nuances to track |
| Kindred Affiliates (Unibet) | EU content sites; localized playbooks | Nordics/EU | 🌍 regulated footprint; 🧠 responsible-marketing culture; 💸 consistent | Market availability varies |
| Betway Partners | Social/video creators; esports/soccer leaning | EU, parts of Africa & LATAM | 🧳 global presence; 🧮 clear reporting; 👮 brand safety focus | GEO limitations by license |
| Betsson Group Affiliates (Betsafe, etc.) | Multi-market publishers; bank on UX | EU/LatAm | 🧾 mature program terms; 🧭 proactive guidance; 💵 on-time payments | Program tiering—earn tiers matter |
| 888affiliates (sports) | Comparison + bonus intelligence sites | Select EU/ROW | 🏢 listed pedigree; 🧪 strong tracking; 🔄 evergreen AM support | Brand/market restructuring—check availability |
Note: Availability depends on your jurisdiction and the operator’s license map. Always confirm GEOs before planning content or traffic buys.
1) Bet365 Affiliates — the benchmark for steady, rules-first growth
Why it’s trusted: Extremely mature operationally: stable tracking, careful creative approvals, consistent monthly payments. Compliance is tight by design—bet on fewer surprises during audits. For affiliates who live on SEO, bet builders, and market explainers, bet365’s brand gravity smooths conversion without wild promo dependency.
Best for: Evergreen comparison pages, odds education, long-tail markets. If you publish responsibly, their team reciprocates with pragmatic guidance.
Watch-outs: They’ll nix borderline copy fast. That’s a feature, not a bug—just budget review time.
2) DraftKings Affiliate Program — U.S. scale with DFS spillover
Why it’s trusted: Licensed state coverage, real-time dashboards, and clear AM communication on state-by-state promo rules. The DFS heritage pulls in educated sports traffic; the sportsbook converts well on tentpole events. Expect robust fraud screening and clean payments cadence.
Best for: U.S. creators who mix video, blog, and newsletter coverage around the sports calendar. Works especially well when you pair strategy content with responsible, time-boxed offers.
Watch-outs: State rules shift; set your content system to auto-update T&Cs blocks and geo-gates.
3) FanDuel Affiliates — brand recognition that carries clicks
Why it’s trusted: One of the highest-recognition sportsbook brands in the U.S., with predictable onboarding and seasoned affiliate managers. Conversion is strong on mobile apps; reporting is straight. Good guardrails on age-gating and disclosure expectations—exactly what you want when regulators look at the file.
Best for: Sports media sites, podcasts, YouTube breakdowns where brand familiarity shortens the click-to-install path.
Watch-outs: Creative refresh during NFL/Playoffs comes fast—align your production calendar.
4) BetMGM Affiliates — steady economics, enterprise-grade ops
Why it’s trusted: Clean terms, predictable payments, and an AM desk that understands both SEO publishers and paid-media buyers. KYC/AML rigor is strong (as you’d expect), which helps with traffic quality disputes.
Best for: Sites that emphasize loyalty/VIP economics, “how to withdraw fast,” and banking clarity—BetMGM’s reputation for product depth helps here.
Watch-outs: CPA qualifications can vary by state and season—codify them in your briefs to avoid editor mistakes.
5) Caesars Digital Affiliates — heritage brand, tidy promos
Why it’s trusted: Consistent creative kits, clear promo calendars, and risk/brand teams that answer fast. The heritage helps with trust for late-funnel users choosing between top-tier apps. Payments are punctual; terms are specific.
Best for: Odds hubs and bonus-roundup pages that emphasize clarity over hype. If your copy reads like a compliance officer could sign it, you’ll get along great.
Watch-outs: Expect stricter tone on claims; great programs protect you from yourself.
6) Entain Partners (Ladbrokes, Coral, bwin) — multi-brand leverage
Why it’s trusted: Multiple household names across the UK/EU, with seasoned affiliate infrastructure and transparent terms. You can test angles across brands without leaving the same AM ecosystem. Reporting is complete; fraud controls are not performative.
Best for: Networks running multi-domain tests, regional niches, and split-testing promos by sport/market.
Watch-outs: Each brand has personality and constraints—keep a living matrix of what’s allowed where.
7) Kindred Affiliates (Unibet) — responsible marketing as a default
Why it’s trusted: Unibet’s long regulated-market presence shows in the affiliate desk: precise guidance, consistent payouts, and a culture that leads with player protection. You’ll get quick answers on copy boundaries and ad placements.
Best for: Localized content in Nordics/EU, deep guides on markets casual bettors actually use, and utility pages (cash-out guides, odds formats).
Watch-outs: Market availability has shifted in recent years. Verify current GEOs before scaling content.
8) Betway Partners — breadth and creator friendliness
Why it’s trusted: Broad global presence, good reporting, and brand-safety discipline. Betway tends to integrate smoothly with creators focused on soccer and esports, where credibility and fast asset swaps matter.
Best for: Social/video-first plays, esports tie-ins, and match-day content with quick-turn creative swaps.
Watch-outs: GEO licensing changes—keep a watchlist and auto-hide out-of-scope promos.
9) Betsson Group Affiliates (incl. Betsafe) — the “operator product” advantage
Why it’s trusted: Product quality translates to fewer churn complaints and cleaner retention—helpful when you run rev share. Program terms are straightforward; managers are proactive when markets tighten.
Best for: EU publishers with strong UX reviews (“app speed,” “live bet stability”) and readers who care about smooth withdrawals.
Watch-outs: Tiered deals matter; negotiate once you’ve proven EPC consistency.
10) 888affiliates (sports) — legacy scale, measured approach
Why it’s trusted: Long-time listed pedigree, reliable tracking, and an affiliate organization that’s seen multiple regulatory cycles. Payments are not a drama; disclosures and ad claims are policed (as they should be).
Best for: Comparison sites that play the long game with evergreen content and calm, factual bonus explainer pages.
Watch-outs: Corporate/market restructuring—always confirm which markets/brands are currently active in your plan.
How to vet any sportsbook affiliate program in 30 minutes
| Check | What good looks like | Why it matters |
|---|---|---|
| Licensing & GEO map 🗺️ | Clear list of licensed markets and what’s allowed to be promoted | You inherit their rules; ambiguity invites risk |
| Program terms 📜 | Specific CPA criteria, clawback rules, negative carryover policy | Surprises vanish when terms are explicit |
| Tracking & reporting 📊 | Real-time dashboards, subID support, postbacks | Lets you attribute and optimize campaigns fast |
| Creative & approvals 🧰 | Jurisdiction-specific assets; documented sign-off SLAs | Reduces takedowns and ad-account hits |
| Compliance playbook 👮 | Age/geo-gating guidance; disclosure language; RG placements | Aligns with regulator expectations (and protects you) |
| Payments 💸 | Fixed cadence, multiple methods, clean invoicing | “Gets paid” is the only payment KPI that matters |
Two external frameworks worth knowing—and following: the UK regulator’s advertising code compliance (CAP/BCAP) and age/geo-gating expectations, and the FTC Endorsement Guides for disclosures in the U.S. If you work Europe-wide, the EGBA Responsible Advertising Code is the right north star for creative boundaries and youth protection. Gambling Commission+1EGBA
How I actually match offers to audiences (a quick playbook)
- Map intent before brand. Player is reading a derby preview? Lead with live-bet strength and quick bet-builder UX brands. Bankroll-management guide? Pick operators with transparent limits and clean withdrawals.
- Build a compliance block once, reuse everywhere. Age-gating notice, disclosure line, RG resources—same pattern on blog, newsletter, video description.
- Split-test landing-page angles, not just logos. “Fastest cash-out” vs. “Best live-bet builder” vs. “Best for parlays”—let users self-select with honest positioning.
- Negotiate after proof. 30 days of clean EPC and low complaint rates buys you tier upgrades; ask with data in hand.
Common pitfalls (and the fixes)
- Copy that would make a regulator wince. Solution: ban superlatives, set approved phrasing, and put a red-flag list in your CMS (“guaranteed,” “risk-free” unless legally accurate, “get rich”).
- Cookie windows you don’t understand. Solution: check lookback windows and app attribution rules; test with tagged installs.
- Dead promos. Solution: automate promo expiry and backfill with evergreen CTAs when timers hit zero.
- Chasing every brand. Solution: pick three to five programs per GEO and go deep. Depth outranks breadth in regulated markets.
Final thought
Trust pays twice: once in conversion, again in sleep quality. If a program can show you audited processes, clean payment history, responsive managers, and a responsible-marketing framework, you can build on it. If not, keep walking—there’s no shortage of logos, but there’s a very short list of partners that protect your reputation while they grow your revenue.
If you want a fast, objective way to pressure-test your current partners—conversion lag, GEO readiness, or compliance risk—use NOWG’s free online tools for casinos. Plug in your markets, traffic sources, and promo mix, and get back a prioritized action list you can implement this quarter.
