Multinational audiences can be accessed by online gambling firms and other gaming groups if they sponsor sports events.
Sponsoring sports events is one popular way online gambling companies can get their name out to a multinational audience.That is the opinion of the Remote Gambling Association's chief executive Clive Hawkswood, who has said that television coverage of some big sporting events provides a platform for firms looking to spread their messages to a larger market.
Both gaming and betting companies see sports sponsorship as an "important" process, he claimed.
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As football is shown around the world and teams take part in European competitions, gambling firms see the sport as a way of promoting their brand.
Mr Hawkswood said: "Because of this and its popularity, football seems certain to be of ongoing interest, but this does not mean that other sports will necessarily lose out."
Gambling advertising rules were amended in September 2007, allowing betting shops, online gambling sites and casinos to create ads for television and radio.
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