Given the popularity of sports betting, doing affiliate marketing for sportsbooks can be an excellent way to potentially generate a stable passive income. Explore our detailed guide to the best online sports betting affiliate programs and the great potential they offer for high earnings.

  • 30% commission for all customers
  • Helpful ‘Tips’ section
  • Combat sports specialists — an affiliate niche
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1994
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1994
18+ New Customers Only. Opt in and bet £5 on sports (odds 2.00+) within 7 days. No cash-out. Get 4x£5 Free Bets for set markets, which expire in 7 days. Selected payment methods only. Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • 30% commission for all customers
  • Six different portals to market
  • Geolocation banners available
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 2000
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 2000
18+. Min deposit requirement. Free Bets are paid as Bet Credits and are available for use upon settlement of qualifying bets. Min odds, bet and payment method exclusions apply. Returns exclude Bet Credits stake. Time limits and Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • 30-day cookie duration
  • 30% commission for every new user
  • Excellent promotional offers
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1946
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1946
18+ New customers only. Opt in, bet £10  on any football market at minimum 1/1 odds. No cash out. Get £40 in Free Bets on selected events. Free Bets expire in 7 days. Debit card / Apple Pay payments only. Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • Several portals to promote
  • Rev share dependent on First Time Deposits
  • Offer a unique betting option to market
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1923
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1923
18+ UK only. Sports: Place a minimum 2x £10 pre-match 4 leg acca cash bet where odds accumulate to 3.0 (2/1) or more and get a £10 bonus funds to use on multiples (3 or more selection, min odds per selection 1.5 (1/2)). Cashed Out, Asian Handicaps, Draw no Bet wagers or bets with void legs do not qualify for this promotion. Free Bet credited every Monday by 12pm. Maximum 1 free bet per customer per week available from this promotion. Casino: New players only. 1 welcome offer per customer. Deposit and Stake £10 on casino slots and receive 100 Free Spins on ‘Big Catch Bass Fishing’. Spin value is £0.10. No wagering on winnings. Free Spins 7 day expiry. Full T&C's apply. Bet Responsibly. BeGambleAware.org #ad
  • One of the best spread betting sites
  • Rev share, CPA and hybrids available
  • Provides extra content to support promotions
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1999
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 1999
18+ Free bets and spins must be claimed within 28 days of opening. Free bet/spin stake not included in any winnings. Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad
  • Up to 50% commission
  • Excellent stats and marketing material
  • Dedicated support team
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 2015
MAIN FEATURES
UK Gambling Commission
Live Stream
VIP Programme
Cash Out
Bet Builder
Support 24/7
Native App
Cryptocurrency
Established in 2015
18+ New customers only | Min. deposit of £/€10 | Qualifying real money bet of £/€10 | Min. odds greater than or equal to 1.50 required | Each way bets excluded | Offer credited within 48 hours | Full T&Cs apply. Bet Responsibly. BeGambleAware.org #ad

Parimatch (Affiliates.parimatch)

parimatch affiliate program screenshot
(Source: Parimatch)

Parimatch is a brilliant choice for affiliates, especially novices. They’ve got several ways to ease you into this new venture, including a list of tips, an extensive FAQ guide, and a dedicated affiliate team available for any questions you might have.

The bookie's rates are competitive at 30%, and their payment minimums are particularly low for e-wallets. As partners of both Chelsea and Leicester, they offer one of the best football affiliate programs.

Moreover, they’re renowned for the more niche combat sports betting, and also boast one of the best betting apps in the UK.

Commission30%
Minimum Payment Threshold£500 – Bank Transfers
£50 – Other
Negative CarryoverYes
Cookie Duration30 days
Brands1
Lifetime DealsYes

bet365 (bet365partners)

bet365 affiliate program screenshot
(Source: bet365)

Possibly the largest betting brand in the world, bet365 are considered among the best affiliate programs UK has to offer, and they can back it up with a handful of awards, too. If you’re looking for reasons to add bet365, we've listed a few below:

  • List Icon

    They own six portals: sports, casino, games, poker, live casino, and bingo.

  • List Icon

    They boast a brilliant stats page and analytics dashboard to keep track of your affiliate metrics.

  • List Icon

    A dedicated affiliate manager and geolocation banners means you can market to anywhere in the world automatically.

The constant commission rate of 30% is favourable, and the slightly higher £200 payment threshold is a fair trade-off.

Commission30%
Payment threshold£200
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes

BetVictor (betvictoraffiliates)

betvictor affiliate program screenshot
(Source: BetVictor)

Another top bookie with an impeccable affiliate program, BetVictor is an all-round solid bookmaker. The 30% commission is a great start, and with lifetime deals and low payment thresholds, this bookie offers excellent value.

Of course, signing up with the brand is free, and their affinity for football and horse racing allows you to make tailored affiliate offers. They also feature some of the best betting promotions and offers with big free bet bundles. Moreover, since BetVictor is such a massive UK brand, it can provide some added credibility to your site.

Commission30%
Payment threshold£500 – Bank Transfers
£50 – Other
Negative CarryoverYes
Cookie Duration30 days
Brands1
Lifetime DealsYes

The Pools (thepools.com/affiliates)

the pools affiliate program screenshot
(Source: The Pools)

The Pools are a unique bookmaker, which is already a good reason to add them to your affiliate arsenal. Their catalogue includes sports, casino, bingo, pool betting, lotto, and footie5 — a fantastic range that offers outlets into many marketing avenues.

Their commission is structured using a tiered approach based on FTDs (First Time Deposits) as follows:

FTDs Required per MonthRevenue Share
0-520%
6-2025%
21-5030%
50+35%

This is excellent for affiliates with a large following; and while 20% may seem low, it’s still quite decent relative to other bookies that implement a tier system.

Commission20% – 35%
Payment threshold£100
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes

Spreadex (spreadex.com/affiliates)

spreadex affiliate program screenshot
(Source: Spreadex)

Spread betting is an interesting take on betting, and is a niche worth investing in as far as sportsbook affiliate programs go. In addition, they offer a trading platform and fixed odds.

The affiliate side of Spreadex is enticing with several options for commission deals, and an excellent stats page where you can view all your relevant stats. Spreadex even creates content which affiliates can share on their respective sites.

The main issue is that you must set up an account before learning any of this information.

CommissionN/A
Payment thresholdN/A
Negative CarryoverN/A
Cookie DurationN/A
BrandsN/A
Lifetime DealsN/A

Kwiff (partners.kwiff)

kwiff affiliate program screenshot
(Source: Kwiff)

The supercharged bookmaker has a fantastic affiliate program. The first green flag is their amazing 50% commission rate if you can get over 100 new monthly users. The rates are also slightly different for international users:

UK & Ireland Users per MonthUK & Ireland CommissionInternational Users per MonthInternational Commission
1-520%1-2020%
6-2030%21-5030%
21-4035%  
41-6040%51-10040%
61-10045%  
101+50%101+50%

Besides this, they also provide easy access to stat reports, marketing material, and a dedicated support team. The biggest drawback is that deals for new customers only last two years, meaning you won’t gain any commission from that customer thereafter.

Commission20% – 50%
Payment threshold£100
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsNo (2 years)

LeoVegas (leovegasaffiliates)

leovegas affiliate program screenshot
(Source: LeoVegas)

An affiliate account with LeoVegas will let you market a total of nine brands, including LeoVegas, BetMGM, BetUK, Royal Panda, Expekt, Pink Casino, 21.co.uk, GoGoCasino and Slot Boss.

Earning commission from LeoVegas can be pretty lucrative as it’s based on revenue rather than the number of new customers. This means that if a punter is a high-roller, you could reach higher commission levels thanks to them alone.

Net Player RevenueCommission
Less than €5,00020%
€5,000 – €15,00030%
€15,000 – €30,00035%
Over €30,00040%
Commission20% – 40%
Payment threshold€100
Negative CarryoverYes
Cookie Duration12 months
Brands9
Lifetime DealsYes

Quinnbet (quinnbetaffiliates)

quinnbet affiliate program screenshot
(Source: Quinnbet)

Quinnbet is an excellent bookmaker for beginner affiliates. First, the site is superbly organised and user-friendly — albeit a little wordy. Besides that, Quinnbet continues to stand out as a great option for marketers, boasting attractive rates and lifetime deals. The rates are calculated by net revenue, as shown in the table below.

The only slight hindrance is the £500 payment threshold, which is on the high side.

Net Player RevenueCommission
Less than €5,00025%
€5,000 – €15,00030%
€15,000 – €30,00035%
Over €30,00040%
Commission25% – 40%
Payment threshold£500
Negative CarryoverYes
Cookie DurationUp to 13 months
Brands1
Lifetime DealsYes

10bet (affiliates.10bet)

10bet affiliate program screenshot
(Source: 10bet)

10bet is an excellent choice for first-time affiliates, mainly due to its sleek and user-friendly nature and a dedicated affiliate manager, who will help you with anything.

This bookie also prides itself on creating a tailor-made approach to commissions. In addition to the fairly standard (if not slightly low) revenue share, they also provide options for cost-per-actions, hybrids, flat fees, and even sub-affiliation.

CustomersCommission
Up to 510%
6 – 2020%
21 – 4030%
41 and More35%

The main takeaway from 10bet is that it’s best for newcomers to affiliate marketing as a way to understand the inner workings of affiliation. The biggest flaw is the £500 minimum payment threshold, which is relatively high.

Commission10% – 35%
Payment Threshold£500
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes

Betway (betwaypartners)

betway affiliate program screenshot
(Source: Betway)

Betway is a worldwide giant in sports betting, and adding them to your list of betting affiliate programs could be a no-brainer. Firstly, their commission rate is favourable, with a minimum of 25% for at least one new customer and up to 40% for over 100 new members. If this style of payment isn’t your thing, Betway offers other options, including hybrids.

Betway is licensed in 17 countries and available in over 140 countries, making it perfect for affiliates who receive a lot of worldwide traffic.

Commission25% – 40%
Payment threshold£100
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes

BoyleSports (affiliates.boylesports)

boylesports affiliate program screenshot
(Source: BoyleSports)

Few UK gambling affiliate programs can be complete without this classic English bookmaker. Their favourable rates are already enough to justify joining BoyleSports; and as a bookie, they’re specialists in racing events, which could be a great niche.

BoyleSports doesn’t limit you to revenue share deals; you can also opt for cost-per-actions. If you need any support, the FAQ section and an affiliate manager could be all you need.

Commission30% (except Poker: 15%)
Payment threshold£100
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes

Matchbook (matchbook.com/partners)

matchbook affiliate program screenshot
(Source: Matchbook)

Having different types of bookies is a great way of diversifying your revenue. You’re in luck; Matchbook boasts a betting exchange and a casino with lucrative commission options.

However, the commission structure is a bit complicated. You'll receive a 30% rev share for the first six months; and from then on, you’ll get the following rates:

Exchange after 6 monthsRev Share
0-5 new player deposits10%
6+ new player deposits25%
Casino after 6 monthsRev Share
0-5 FTD's25%
6-10 FTD's30%
11-20 FTD's35%
21-40 FTD's40%
40+ FTD’s45%

As you can see, Matchbook offers one of the best gambling affiliation options. It also has competitive welcome offers for portals and bespoke banners tailored to your needs.

Commission10% – 45%
Payment thresholdE-wallets: £50
Bank Transfers: £200
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes

TalkSPORT BET (talksportbet/affiliates)

talksport bet affiliate program screenshot
(Source: talkSPORT BET)

TalkSPORT BET is another BVGroup bookmaker that offers a similar product to BetVictor and Parimatch — two of BVGroup’s other operators. The commission rate is sound, and the payment threshold is significant for punters who use e-wallets.

TalkSPORT is a well-established radio and news outlet. It can be used to market to different types of customers, further expanding your product reach.

Other than that, TalkSPORT BET has a dedicated affiliate manager, an extensive FAQ section, and well-defined guidelines, making the technical aspects easier for you.

Commission30%
Payment threshold£500 – Bank Transfer
£50 – Other
Negative CarryoverYes
Cookie Duration30 days
Brands1
Lifetime DealsYes

Smarkets (Smarkets Betting Affiliates)

smarkets affiliate program screenshot
(Source: Smarkets)

Another unique betting exchange, Smarkets, is a relatively new bookmaker making waves in the scene. Their affiliate program is quite good, and while 25% may seem lower than some others, punters' high potential losses could be lucrative.

The £50 minimum payment is low, and their benefits include a top-of-the-range app, an excellent support team, and branded assets that you can use.

The biggest drawback is that Smarkets reserves the right to terminate your contract if you haven’t added at least 18 new customers over three months.

Commission25%
Payment threshold£50
Negative CarryoverYes
Cookie Duration30 days
Brands1
Lifetime DealsYes

William Hill (affiliates.williamhill)

william hill affiliate program screenshot
(Source: William Hill)

William Hill is a historic bookie, and their sports betting affiliate programs are well worth using. Firstly, the main thing to point out is their commission:

  • List Icon

    30% commission on sports, casinos, Vegas, games, and live casino

  • List Icon

    15% commission on bingo and poker

They still offer tailor-made deals, including CPAs and hybrids.

William Hill’s wide range of products means you can market them in many different areas, strengthening your revenue streams. If you need assistance, the affiliate manager and detailed FAQ section should be more than enough to see you through just about anything.

Commission15% / 30%
Payment threshold£50 – Electronic transfers
£5 – e-Wallers
Negative CarryoverYes
Cookie DurationSession
Brands1
Lifetime DealsYes
affiliate marketing model infographic

Affiliate programs revolve around businesses giving individuals a commission for every new customer they bring to them. All the best bookmakers offer some kind of sports betting affiliate scheme, and here’s how it works.

The individual, as an affiliate, promotes a company’s services with an aim to get more customers signing up with bookmakers. The affiliate will be given go-to links, which track how many people went from the affiliate site to the bookie’s. These links are what an affiliate will be promoting.

As more customers join thanks to your links, you’ll receive a commission based on that, plus several agreed-upon factors. For example, you may be awarded a better commission depending on their betting activity, whether they play a specific game, bet on an event, or other factors.

Some betting affiliates offer lifetime deals on revenue shares, but there are also a few ways for deals to be called off. You might be subjected to lower rates or contract terminations if you don't generate new customers, for instance. This might also happen if you don’t follow the UK Gambling Commission’s advertising and marketing regulations.

Commission Structure

The whole point of affiliate marketing is to make revenue from new customers, so it’s essential to know how that will work. In general, affiliates will gain between 20% and 50% of revenue as commission, but there are a few forms of commission that may differ from bookie to bookie.

Revenue-Share Model

This is possibly the most common commission form and is often a long-term deal. For each new customer an affiliate manages to register, they will get a percentage of that person’s revenue. Some companies may put a timeframe on this; for example, 50% commission for players' revenue in the first six months, or it may last a lifetime.

This is an excellent option, but it can be a double-edged sword. If a customer doesn’t make any bets or wins a lot of money, you won’t be entitled to any commission and might even need to pay the bookie.

Cost Per Action

Cost-per-action, or CPAs, are an even simpler form of revenue. For every new customer, you will be given a fixed sum. Bookmakers often offer between £50 and £250 for each new sign-up.

The main benefit is that you’re guaranteed to earn money regardless of what a player does afterwards. Sadly, this also means that if a high-roller joins from your site, you’ll lose a lot of possible revenue.

Hybrid

Hybrid deals combine both aspects of commission earning into one. This will often be an initial fixed fee for sign-ups and deposits, plus a percentage share of their revenue.

This model adds a safety net to the individual offers, as you’ll be guaranteed some revenue while still possibly benefiting from high-rollers. Of course, your percentages and new sign-up fee may be slightly lower because of it.

The cookie lifespan refers to that crucial time between a person clicking your link and signing up or making a deposit. Sometimes, a customer might click on the link one day and create an account on another day.

If this happens, the cookie lifespan ensures you’ll still get his commission. The average number of days that cookies last for betting affiliate programs is 30 days. In any case, the longer the lifespan, the better for the affiliate.

Negative Carryover

Negative carryover means that if a customer leads to a negative commission, you won’t be charged monthly, but it will be carried over to the next month.

In many cases, the balance of consumers will eventually come good in the long run, but there are cases where a punter will continue to win bets, and you’ll be forced to pay a large, accumulated sum. If this happens, your overall revenue will take a massive hit, even if your customers earn you a commission.

Lifetime Deals

This could be a gold mine for iGaming affiliates since these commission deals last a lifetime. Namely, if a customer joins a bookie from your link in the year 2000, you’ll be getting a commission for it until the customer stops betting.

This is brilliant as you can see steady revenue for a much longer time — if the bettor loses, of course. The risk is obvious: punters who consistently win could see you lose a lot of money. When looking long-term, you’re more likely to see increased revenue rather than more significant losses.

Filtering out the best affiliate program for you could be a daunting task. If you keep these main points in mind when making bookmaker reviews, you’ll be on the right track.

Commission Deals

commission infographic

The bread and butter of any gambling affiliate program, profitable commission deals are crucial to being a success. As we covered earlier, there are several possible deals which you could benefit from. While the right deal for you depends greatly on what your aims are, here are some things to remember.

Revenue shares

You’ll want to ensure that you get a decent percentage of the revenue available. The average is between 20% and 50%, so the higher, the better.

Cost Per Action

This deal is worth making if you get a decent payout. You should also ensure the deal is for sign-ups rather than deposits, as you’re more likely to earn revenue from this.

Hybrids

A mix of both; just make sure that you’re getting the best deal possible for both aspects.

Affiliate Management Systems

Many bookies provide affiliates with some form of management system aimed at helping you reach your full potential. There are a few main ways that operators do so:

  • Stats and marketing material: Bookmakers may provide affiliates with a dedicated page to view their earnings, customers, and other stats. They may even provide marketing material to use on your site.

  • Affiliate managers: A specific person whom you can contact for any questions or issues that might arise. This is an excellent form of communication between affiliates and operators.

  • Customer service: Bookies might offer general customer service for affiliates, which can be handy in a pinch.

Brand Coverage

Starting out, you'll want to deal with several bookies to increase your revenue streams. Some sports betting affiliate programs, such as LeoVegas, offer several brands under one deal.

The main benefit is that you’ll instantly get many more operators to add to your arsenal, all on equal terms. That’s the important bit: make sure you have a good deal with these brands, as they’ll affect multiple bookies.

Payout Terms

Possibly the most important thing is that you’ll need to know how and when you’ll be paid as an affiliate. Every bookmaker is different, and many offer a minimum payment limit that varies depending on the customers’ payment methods. You might also be paid once every month, quarter, or any other time frame you’ve agreed upon.

Finally, you’ll want to make sure that you are being paid using the right payment method, as some bookies restrict what’s available.

Customer Service

When dealing with money, you want peace of mind. The best bookmakers will offer this for affiliates as well as punters. Having efficient customer service is a must if you want any issues to be resolved quickly.

It would also make sense to have different channels of communication so you won’t ever be left waiting. Some bookies will have their own set of affiliate-specific customer service agents.

BookmakerCommissionCost Per Action (CPA)Negative CarryoverCookie DurationBrands
Parimatch30%YesYes30 days1
BetVictor30%YesYes30 days1
The Pools20% – 30%YesYesSession1
Spreadex No   
Kwiff20% – 50%YesYesSession1
LeoVegas20% – 40%YesYes12 months9
Quinnbet25% – 40%NoYesUp to 13 months1
10bet10% – 35%YesYesSession1
Betway25% – 40%YesYesSession1
bet36530%NoYesSession1
BoyleSports30% (except Poker: 15%)YesYesSession1
Matchbook10% – 45%YesYesSession1
TalkSPORT BET30%YesYes30 days1
Smarkets25%YesYes30 days1
William Hill15% – 30%YesYesSession1

With so much going on, from finding the best deals and being able to compare bookies with one another, sports betting affiliate programs may seem overwhelming. Throughout this article, we’ve done the heavy lifting to give you a clear picture of every bookie’s offer and enable you to pick the one(s) that suit you best.

It is a method by which affiliates create sports betting affiliate programs to market betting companies in an effort to drive traffic towards them.

It’s quite simple; you only need to create an affiliate account with one of the above operators and begin marketing the provided links. Of course, you’ll need a good site or strong social media presence to make profits.

The main aspects are favourable commission deals, sound affiliate management systems, brand coverage, and fair payout terms.

That really comes down to what you’re looking for. LeoVegas offer several brands in one package, while BetVictor and Parimatch offer stellar services for affiliation.

WRITTEN BY Jeremy Sant Fournier View all posts by Jeremy Sant Fournier

If there’s one thing Jeremy loves, it’s sports. A football fanatic at heart, Jeremy can always been found watching, playing or talking about sports. It’s in his blood, and with a keen interest in sports betting, sports writing is a match made in heaven.

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