France/ANJ: increase in sports sponsorship by licensed gambling operators in 2025 (+23% vs 2024)

The promotional strategies of the 16 gambling operators licensed by the ANJ and the two operators under exclusive rights (La Française des Jeux and PMU) in 2025 include ‘a strong increase in sports sponsorship (+23% compared to 2024),’ according to a report published by the Autorité Nationale des Jeux (French National Gambling Authority) on 06/01/2024.

The cumulative promotional budget of authorised operators will amount to €695m in 2025, up 11% on 2024, "despite the fact that 2025 will not host any major sporting events, as was the case the previous year," according to the regulator. Investment in marketing will rise by 12%, partly due to inflation in advertising budgets (estimated at 5% by the ANJ).

The regulator also notes that operators have followed up well on the recommendations made to them during the review of promotional strategies for 2024:
• "A moderation effort that resulted in marketing budgets spent below the forecast budgets announced (-8%);
• A stabilisation of the use of digital media in the media mix;
• The use of influencers who do not have a large audience among…