Sportradar has outlined strategies for sportsbook operators to retain customers following the 2026 FIFA World Cup in North America. The company advises shifting marketing budgets from acquisition to CRM and AI-driven retention tools to sustain engagement after the tournament concludes.
The upcoming tournament will feature 104 matches over 39 days across the USA, Canada, and Mexico. Global wagering volume is projected to exceed $50bn, a significant increase from the $35bn recorded during the 2022 edition. However, operators typically face a sharp decline in user engagement once the event ends, as casual fans disengage and acquisition momentum fades.
Shifting Marketing Priorities
Dimi Katsavelis, senior client partner at Sportradar, notes that successful operators reallocate marketing investment rather than reducing it. During the tournament, acquisition often accounts for the majority of direct player marketing spend. Post-event, the focus must pivot toward CRM, retention, and reactivation programs to convert event-driven bettors into long-term users.
Katsavelis states: "The focus should move from 'How many players can we acquire?' to 'Which players are most likely to generate long-term value?'. That means investing in predictive churn prevention, early reactivation programmes, personalised player journeys and intelligent cross-sell strategies." Operators are advised to utilize AI-driven retention strategies and avoid measuring success against the exceptional engagement peaks generated by major sporting events.