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GLMS presents betting sponsorship study

Published

6 years ago

July 24, 2020

Reading Time: 2 minutes

GLMS has published its first in-depth study, ‘ A STUDY OF BETTING OPERATORS AND THEIR SPONSORSHIP OF SPORT‘, exploring the impact of betting operators in their sponsorship of sports competitions and teams.

The study is based on GLMS methodology and includes recommendations for ensuring that betting sponsorship has only a positive impact on the health of sports.

A call to action
GLMS issues this study as a call to action in the face of a systemic global problem that, if allowed to continue, will be to the detriment of global society. The vision and mission of GLMS has been since 2017 to safeguard sport Integrity by developing a culture of Integrity and Social Responsibility through various activities in addition to detecting suspicious betting patterns. This includes advising regulators as to what provisions need to be introduced when it comes to legalising sports betting and protecting sports values and sustainable market conditions.

An in-depth look at the Asian betting market, betting operator sponsorships in sports and trends
The study is based on a specific methodology and addresses trends in betting sponsorships, notably within football and basketball, toucing on other sports as well. A special focus is placed on the Asian Betting Market, its background, growth and the potential risks and threats.
The study takes into account the COVID-19 pandemic, which only highlights the need for more stringent regulation, ensuring that betting sponsorship remain only a positive impact on sports.

The study also looks at facts and figures in a number of countries in Europe, where betting sponsorship is particularly commonplace.

Regulations and recommendations
The study explores in a snapshot the existing regulations and legislations addressing betting sponsorship of sports, including the recently published UK House of Lords ‘Time to Act to reduce gambling-related harm’, as an illstration of the increasing focus being placed on this issue.

The study ends with a number of recommendations facilitating the safe practice of betting sponsorship of sports. While this study focuses on the impact of sponsorship and makes recommendations for regulating that element, it is also clear that the gaming industry as a whole is one that merits wider scrutiny from governments, investigative authorities, internet service providers, technology firms and many others besides. Today, some operators are able to layer their business interests to avoid infringement while simultaneously seeking to attract betting losses from some of the poorest people in the world. In the future, it is hoped that more efforts can be made across the breadth of society to curb these activities. Read the full report here.

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

6 hours ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

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