The legal sports betting industry is on the rise, but according to a United Nations report from last week, it pales in comparison to the illegal market.

The report, from the U.N. Office on Drugs and Crime, estimates that global illegal sports bets total up to $1.7 trillion each year and are often used by organized crime groups for money laundering.

The legal market checked in at around $40 billion in 2020, per the report, primarily from Asia ($19.6 billion) and Europe ($15.2 billion).

The picture in North America ($2.3 billion) is in flux as more states legalize sports betting.

By The Numbers

The U.N. report cited a 2020 American Gaming Association study which found that 52% of U.S. sports bettors participated in the illegal market — and that 82% of them were surprised to learn they were using illegal websites.

• The report estimates that up to $140 billion is laundered through sports betting each year.
• The amount unlawfully wagered on sports betting is estimated to be between $340 billion and $1.7 trillion.
• The Asian Racing Federation estimated that up to 80% of global sports bets are made illegally.
• Cryptocurrencies have enabled surreptitious payments related to illegal gambling.

The report recommends governments work with payment companies to identify illegal transactions and develop regulations that require licensed betting operators to publish lists of shareholders, parent companies, and subsidiaries.

Unofficial until the NFL’s league meeting on Wednesday, details of team international market assignments have emerged, according to Sports Business Journal.

In October, the NFL allowed teams to market in specific foreign countries for the first time ever, with new regulations that authorize promotional tours, merchandise, and sponsorships.

Last month, 19 of the NFL’s 32 clubs submitted a total of 28 bids across eight countries.

• Australia: Los Angeles Rams
• Brazil: Miami Dolphins
• Canada: Seattle Seahawks
• China: Rams
• Germany: Tampa Bay Buccaneers, Kansas City Chiefs, New England Patriots, Carolina Panthers
• Spain: Chicago Bears
• United Kingdom: San Francisco 49ers, Bears

International market assignments will be finalized pending approval by all 32 NFL owners. The NFL, which has 190 million fans in the U.S., expects its next 50 million fans to come from abroad.

High Demand in Mexico

There is speculation that the NFL will allow more than its original target of six teams in Mexico since the country received the largest number of bids, ahead of the U.K. and Germany.

The Dallas Cowboys, Rams and 49ers are likely to secure market access in Mexico — which has roughly 48.5 million NFL fans — but it’s not yet clear exactly how those assignments will pan out.

FIFA is restructuring its commercial partnership format for the first time in eight years.

Soccer’s governing body will now include verticals across men’s soccer, women’s soccer, and esports/gaming — the first time brands can dedicate partnerships to the latter two.

The focus on women’s soccer and esports follows an uptick in interest for both categories.

• The value of the global esports market grew nearly 50% from 2020 to 2021. By 2024, it’s estimated to be worth $1.62 billion.
• As of 2020, the highest-value esports team brought in an estimated $45 million in annual revenue.
• A Wasserman survey of people across the U.K., Germany, France, Italy, Poland, Switzerland, and Russia found that 88% of people would watch women’s soccer if given more opportunities.
• The National Women’s Soccer League shattered league ratings records by almost 300% in 2020.

Regarding women’s soccer, Anna Afolabi, integrated strategist at Wasserman, says that “it is important that brands, sponsors, and partners don’t just sit and wait for this interest to increase further.”

Commercial Packages

FIFA will provide more tailored packages for companies via four categories: World Cup/women’s football/FIFAe partners, sponsors, tournament supporters, and FIFA partners.

FIFA partners receive global partner status and the “highest level of association.” Right now, Adidas, Coca-Cola, Visa, Hyundai, Qatar Airways, and Wanda Group are the six companies that hold the status.

The pandemic has become a time to pick up new hobbies, and pickleball is reaping the benefits.

The paddle sport — which has nothing to do with pickles — saw around 4.2 million players in 2020, a 21% year-over-year increase according to the Sports & Fitness Industry Association.

It’s the “fastest-growing sport in America” per the Economist, and Franklin Sports president Adam Franklin thinks it could be growing even faster than predicted, based on the company’s pickleball-related sales.

“I wouldn’t be surprised if by 2030 we saw 20 to 30 million active players,” Franklin told Bloomberg.

Commissioner of the Professional Pickleball Association Connor Pardo estimates the sport will become “as big or bigger than tennis.”

• The PPA entered a deal with Fox Sports to broadcast pickleball events. 
• The Tennis Channel, ESPN3, and CBS Sports Network also air games.
• Last month, Hyundai became the PPA’s first car partnership.

Pickleball Earnings

The PPA hosted 16 tournaments this year, double the amount it hosted in 2019 — the tour’s first year. Prize money has grown to more than $2.5 million slated for next year, compared to the $500,000 up for grabs in 2019.

The total purse for the USA National Championship — which ends Tuesday — is $90,000. Ben Johns, the world’s best pickleball player, makes around $250,000 each year.