Most operators fixate on Europe’s top five football leagues. But what if the real growth opportunity lies outside them?
Henry Newman, CEO of Sporting Risk and former West Ham coach, believes that expanding coverage into tier 2 and 3 football markets can unlock untapped revenue. The key lies in intelligent data integration, localised insights, and minimising operational strain. In this episode of 15M Mastery, Henry shared how sportsbooks can expand coverage while managing risk, fraud, and complexity.
Why the “Big Five” Might Not Be Big for You
Operators often over-prioritise Western Europe’s elite leagues. But Henry argues that success depends on local demand.
“Just because the Premier League or Ligue 1 dominates globally, doesn’t mean it’s relevant to your market,” he explains. “If you’re focused on South America or Africa, your audience probably cares more about different leagues or local heroes.”
Instead, operators should assess where their betting handle comes from and align their markets accordingly. This means offering coverage that resonates both globally and regionally.
Maintaining Market Integrity in Data-Poor Leagues
Lower-tier leagues present unique challenges, especially around data quality and fraud prevention. Yet Henry is confident that consistency is achievable.
“Our models maintain the same data granularity whether it’s the Bundesliga 2, the J-League, or Brazil’s Série A,” he notes. This ensures parity in pricing outputs across all competitions.
Still, local knowledge remains vital. Sporting Risk combines quantitative models with regional analysts and operator feedback. This hybrid approach helps prevent insider betting and allows for quick responses to emerging trends.
Which Metrics Signal Success in New Markets?
To assess the performance of lower-tier market expansion, Henry recommends tracking:
- Betting handle growth
- ROI stability over time
- Cross-sell activity to other products like bet builders or casino
The goal is incremental ROI improvements, supported by expanding user engagement across multiple betting products.
“If your player prop markets drive activity that flows into other verticals, that’s a strong success indicator,” says Henry.
Fighting Seasonality with Global League Coverage
One overlooked benefit of smaller leagues is their diverse scheduling.
“It’s not just about seasonality,” Henry says. “It’s also about time zones. A well-structured fixture list gives you coverage almost 24/7.”
By covering summer and winter leagues across hemispheres, operators can smooth revenue dips during off-seasons in Europe. Even individual fixtures—like an 11:30 AM Eredivisie game—can boost early weekend handle.
Scaling Seamlessly Without a Full Trading Team
New operators often worry about how to manage extra markets with lean teams. That’s where Sporting Risk steps in.
“We handle the heavy lifting—model oversight, lineup data, and in-play updates—so sportsbooks don’t need to micromanage,” Henry explains.
Operators benefit from managed risk and consistent pricing outputs. Real-time communication further allows for pricing adjustments based on customer preferences or local trends—even without access to bet flow data.
Why Single Source Pricing Simplifies Everything
Juggling multiple data feeds across player props, team stats, and micro-markets can quickly create a nightmare for operators. A single source of pricing eliminates those headaches.
“If you’re running a pre-canned multi internally but outsourcing your bet builder, you risk inconsistent pricing across identical selections,” warns Henry.
Sporting Risk’s unified approach covers everything from player props to micro-markets—all integrated into a single, combinable bet builder system.
Where to Test First? Follow the Players
When it comes to regional expansion, Henry recommends starting where player engagement is strongest.
“Brazil is a prime example—fast-growing, highly engaged, and player-obsessed,” he says.
But internal capabilities and existing market presence also matter. Operators should identify regions where they already have traction or where local heroes can drive betting interest. This could mean backing African stars in European lower leagues or focusing on local clubs with loyal followings.
From Data to Dollars: Think Global, Act Local
Expanding into smaller football markets isn’t about more data, it’s about smarter data. By aligning coverage with customer demand and leveraging single-source pricing, operators can capture new value with minimal friction.
“Be the one-stop shop for football bettors, no matter where or when they’re playing,” Henry advises.
His insights reveal that the future of sportsbook growth lies in localisation, automation, and intelligent integration, not just in the glamour of top-flight football.
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