Football is probably the most competitive area of sports betting affiliate marketing right now. Every big sportsbook wants football players, so there are loads of programs to choose from. The problem is that most lists just copy each other and rank programs based on how famous the brand name sounds. If you have a website with football predictions or a blog with match previews, you need to know which programs your audience uses.
This list looks at TV programs about football. For example, it looks at programs that people watch before kickoff, that provide a summary of upcoming games, or that focus on specific leagues. That audience is different from casino players, and not every program is designed for them.
What to Look for Before You Pick a Program
Before jumping into the list, a few things that actually matter for football specifically:
- Make people in your area recognize your brand, not the whole world. A name that’s very popular in the UK might not be well known in Brazil or India.
- A real sportsbook, not a casino with a sports tab – football bettors notice the difference quickly and don’t stick around on a poor product.
- Commission model that fits your traffic – CPA works better if you drive high-volume, lower-quality traffic; RevShare pays more long-term if your audience is engaged and sticks with one bookmaker.
- Some programs carry over losses from one month to the next, which can cancel out your RevShare. It’s worth checking this before you commit.
- The speed of the affiliate team’s response is also important. If something breaks during a campaign, a manager who replies in a day versus a week makes a real difference.
Quick Comparison: 10 Programs Side by Side
| Program | Best GEOs | Commission | Football Product | Best For |
| Pin-Up Partners | CIS, LATAM, India, Africa | RevShare up to 50%, CPA up to $200 | Strong dedicated sportsbook | CIS / LATAM / South Asia starters |
| Bet365 Partners | Global, UK-heavy | ~30% NGR RevShare | Excellent | Organic content sites |
| 1xBet Partners | 60+ countries | CPA + RevShare | Very wide coverage | Volume, emerging markets |
| Betway Partners | Africa, UK | RevShare | Strong, sponsorships | African football audiences |
| Parimatch Partners | CIS, Africa, Asia | RevShare + CPA | Growing fast | Testing newer GEOs |
| William Hill | UK, Ireland | RevShare | Classic UK brand | English football content |
| Melbet | Africa, Asia | CPA-heavy | Football-first locally | African traffic, local payments |
| 22Bet Partners | Global | RevShare + CPA | Wide league coverage | Niche / smaller league content |
| Unibet Affiliates | Western Europe, Scandinavia | RevShare | Solid, fully regulated | Regulated market audiences |
| Bwin Partners | Germany, Spain, Italy | RevShare | European football-heavy | DE / ES / IT traffic |
1. Pin-Up Partners
The Pin-Up Partners affiliate program is one of those options you end up recommending not because it has the most recognizable name worldwide, but because it actually delivers. It’s been around since 2016, which in this industry means something – plenty of programs pop up and disappear within a year or two. This one kept growing.
What makes it work specifically for football is that PIN-UP Bet is a real sportsbook. It’s not just a sports tab that was added on to a casino, but a proper betting product with good odds on European football, the Champions League, and domestic leagues. When someone who is used to football content comes to this site, they won’t feel like they’ve ended up somewhere completely different.
The program uses CPA and RevShare. The RevShare goes up to 50%, which is really hard to match. They won the 2025 Affiliate Program of the Year award at AffPapa, which is a big achievement. GEOs are mainly from countries in Central and Eastern Europe, Latin America, South Asia, and some parts of Africa. So, if your traffic is mostly from those markets, this should be one of your top priorities.
The reporting dashboard is one of the best. It’s detailed enough to make improvements, not just look at the total number of clicks. The manager responds quickly, which is important when something breaks during a project and you need answers fast.
Here’s a fair point: if most of your customers are in the UK or Western Europe, PIN-UP isn’t as well known as Bet365 or William Hill. But for the markets it targets, it works well, and the long-term RevShare is profitable.
2. Bet365 Partners
Most people who bet on football already know about Bet365. This means that when a user visits the registration page, the system has already done most of the work. Their affiliate program pays out around 30% NGR RevShare, which is lower than some other programs out there – but you’re working with a brand that users already trust, so you won’t need to do much to convince them.
The problem is that they’re picky about who they approve. If your website has thin content or looks like it’s using bought traffic, it won’t do well. For a football website with real readers, though, it’s a good setup. Please be patient while we process your request.
3. 1xBet Partners
1xBet is everywhere. Football is covered in over 60 countries, and there is an affiliate program with commission structures that attract many affiliates in Eastern Europe, Africa, and South Asia. When it comes to size and reach, it’s hard to find a better one.
The truth is that the brand has licensing problems in some markets. This is important to know, depending on where your traffic comes from and what standards your platform follows. But if you need reach and your GEO is OK with it, the program works.
4. Betway Partners
Betway has become a well-known football brand. Shirt sponsorships, football content, and the brand being present in the sport – users see the name in football contexts before they ever see your affiliate link. In Africa, Betway is one of the most popular football betting brands.
The affiliate program is simple, and the terms haven’t changed much. Don’t worry about any sudden changes that might affect your earnings. It’s better to have stability than to have a slightly higher rate that changes every three months.
5. Parimatch Partners
Parimatch has been growing quickly, and its football product has gotten much better in recent years. Doing well in the CIS markets and is starting to do business in Africa and some parts of Asia. The sports sponsorship investments they’ve made mean that users in some of these markets already recognize the brand from football, which helps.
This is a good option if you’re testing newer GEOs. The affiliate team is usually active and quick to respond, which is unusual for a program of this size.
6. William Hill Affiliates
William Hill is a well-known brand in UK and Irish football. For content aimed at English football fans – like the Premier League and the FA Cup – the brand is popular because the users are the same age as the sport.
The program itself is fairly traditional. It’s not very easy to negotiate custom terms with them. But it’s well-known and trusted in that market.
7. Melbet Affiliates
Melbet has become a good choice for people who want to promote football in Africa. Football is the most popular sport to bet on in the part of Africa south of the Sahara, and Melbet has invested in football and local payment options, which is important for conversion rates in these regions.
Their CPA rates for African GEOs are competitive, and the approval process is easier to get through than with some of the bigger names on this list. If you’re getting customers from Africa and you haven’t tried Melbet yet, it’s worth doing.
8. 22Bet Partners
22Bet is not as popular as the other betting sites, but it offers good services in many areas. One thing that stands out is their league coverage – they cover more than just the big five European leagues, which is useful if you’re producing content about smaller or regional football competitions. It’s useful to have an operator that offers odds on the leagues you write about.
The terms are normal, and there is nothing unexpected. It’s good for adding variety to your collection.
9. Unibet Affiliates
Unibet is one of the most well-known gambling companies in Western Europe, especially in Scandinavia and the UK. It is fully regulated, and the football product it offers is strong. The brand has a reputation that users in regulated markets specifically seek out.
The problem is that these regulations also mean there are stricter rules for affiliates. Some traffic sources that work on other programs won’t be accepted here. But for people who like licensed and trustworthy operators, Unibet is a better choice than flashier brands that might not be as reliable.
10. Bwin Partners
Bwin is one of the oldest names in European online sports betting, and it still has a lot of influence in certain markets. The company has sponsored football teams for many years, so it is already familiar to German, Spanish, and Italian audiences. Their live football betting product is good.
The program has changed since the Entain merger, and it’s not as easy to use as it used to be. But for people in Europe who like football, the brand is still well known and worth using.
Which One to Pick Based on Your GEO
If you’re not sure where to start, here’s a rough breakdown by audience:
- CIS & Eastern Europe – Pin-Up Partners, Parimatch
- UK & Ireland – Bet365, William Hill, Unibet
- Africa – Betway, Melbet
- LATAM – Pin-Up Partners, 1xBet
- South Asia (India, Bangladesh) – 1xBet, Pin-Up Partners
- Germany, Spain, Italy – Bwin, Bet365
- Niche leagues / smaller football markets – 22Bet
Most people running football traffic seriously end up testing two or three programs at once, then cutting what doesn’t work for their specific audience. Choose two from the list above based on your main GEO, then run them together and check the results. It’s better to be open to trying other options before you commit to one program.
For CIS, LATAM, or South Asian audiences specifically, the Pin-Up Partners affiliate program is a strong starting point – real sportsbook product, serious RevShare, and a dashboard that gives you enough data to actually understand what’s happening with your traffic.