For sports betting operators, a robust affiliate program isn’t a luxury, it’s the engine of scalable player acquisition. But the real challenge lies in finding and recruiting the right affiliates: the skilled publishers, expert tipsters, and data-driven content creators who drive high-value, loyal traffic.
Relying on a “build it and they will come” approach is a recipe for stagnation. You need a proactive strategy. Based on current industry dynamics, here are the top 5 strategic places to find and connect with premium sports betting affiliates.
1. Specialized iGaming B2B Marketplaces (The Modern Hub)
The most efficient and targeted method today is leveraging a dedicated marketplace. These platforms act as a meeting ground where serious affiliates proactively seek out new partnership opportunities.
The Prime Example: IFFILIATE
IFFILIATE has become a go-to destination because it solves the core problem: connection. It’s not just a directory; it’s a full B2B ecosystem.
- How It Works for Operators: You list your brand in their iGaming Directory. This puts you directly in front of a curated audience of vetted affiliates actively researching and comparing programs. It turns passive waiting into active discovery.
- Key Advantage: Intent. Affiliates on IFFILIATE are in “business development mode.” You’re meeting them at the exact moment they’re looking to add a new sportsbook to their portfolio, leading to warmer, more productive conversations.
- Beyond Discovery: Platforms like IFFILIATE often offer Affiliate Management Services, where their experts can handle the outreach, vetting, and initial negotiation on your behalf—a massive time-saver.
Best For: Operators who want to be found by quality affiliates and streamline the entire recruitment pipeline.
2. Industry Conferences and Networking Events (The Relationship Builder)
While digital is king, the power of face-to-face interaction in the betting industry remains unmatched. Conferences are where relationships are solidified.
Top Tier Events to Attend:
- SiGMA (Malta, Dubai, Brazil): The global powerhouse for iGaming networking.
- ICE London / IGB Affiliate (London): The historic epicenter of the industry.
- BIG (Brazilian iGaming Summit): For targeting the explosive LatAm market.
- Affiliate World Conferences (Barcelona, Dubai): Geared specifically toward performance marketers.
Strategy: Don’t just have a booth. Schedule meetings in advance, host a dinner or drinks event, and focus on listening to affiliate challenges. The goal is to build trust that translates into long-term partnerships.
Best For: Establishing high-trust relationships, securing major deals, and getting real-time market intelligence.
3. Competitor and Industry Analysis (The Proactive Hunt)
Sometimes the best affiliates are already visible—they’re just promoting your competitors. A strategic analysis uncovers them.
How to Execute:
- Keyword Searches: Search for sports betting review terms: “best sportsbook for NFL,” “top betting sites,” “[Your Competitor] review.”
- Analyze Competitor Backlinks: Use tools like Ahrefs or Semrush to see who is linking to your competitors’ “affiliate” or “partners” pages. These are active affiliates in your niche.
- Social Media Scouting: Identify popular betting tipsters on X (Twitter), YouTube analysts, and Instagram pages with engaged communities.
This method requires a dedicated affiliate manager to conduct outreach, but it allows you to directly target affiliates with a proven track record in your vertical.
Best For: Savvy operators with an active management team who want to poach high-performers and identify rising stars.
4. Affiliate-Focused Forums and Communities (The Niche Watering Hole)
Serious affiliates gather in specific online communities to share insights, tools, and sometimes, opportunities.
Key Communities to Monitor:
- AffiliateGuardDog Forum: A long-standing community where affiliates discuss programs, payout reliability, and operator reputations. Engage with caution—be helpful, not promotional.
- Specialized Subreddits: Subreddits like r/juststart or r/affiliatemarketing can surface betting affiliates through user posts.
- LinkedIn Groups: Search for “Sports Betting Affiliates” or “iGaming Marketing” groups. Active participation can build your brand as a desirable partner.
Best For: Building brand reputation within the affiliate community and gaining unfiltered feedback on your program and competitors.
5. Direct Outreach via Affiliate Networks (The Amplified Channel)
If your program is listed on major affiliate networks (like Income Access, PartnerMatrix, or AffiliatesHub), use their infrastructure to your advantage.
Proactive Tactics on Networks:
- Analyze Network Data: Identify which affiliates in the network are driving volume in the “sports” vertical, even if not for you yet.
- Utilize Network PR Tools: Send out announcements about new features (e.g., “Live Streaming Launched!”) or boosted commissions for major sporting events (Super Bowl, Champions League).
- Leverage Your Network Manager: A good network account manager can make targeted introductions to top publishers on their platform.
Best For: Operators already on major networks who want to maximize their existing investment and activate dormant publishers.
The Winning Strategy: Integrate & Automate
The most successful operators don’t choose just one channel. They create a recruitment funnel:
- Foundation: List your program on a specialized marketplace like IFFILIATE to ensure a consistent inbound flow of interested, vetted affiliates.
- Proactive Hunt: Use competitor analysis to identify and directly recruit top-tier publishers.
- Relationship Scaling: Attend key conferences to turn digital connections into major partnerships.
- Amplification: Use your network tools and engage in communities to maintain a strong industry presence.
By building a multi-channel recruitment strategy anchored by a visible presence in a trusted B2B marketplace, you transform affiliate recruitment from a constant challenge into a predictable, scalable driver of sportsbook growth. Start by ensuring you can be found where the best affiliates are already looking.
