Gambling groups such as casinos can use sporting events to broaden their international coverage, according to Remote Gambling Association (RGA) chief executive Clive Hawkswood.
Sponsoring major tournaments and teams can apparently result in companies getting their names out to multinational audiences.
Mr Hawkswood said that both gaming and betting companies consider sports sponsorship as an "important" part of their plans.
Football is one of the best sports for this, he claimed, as it is broadcast around the world and a number of teams play in European competition on a regular basis.
"Because of this and its popularity, football seems certain to be of ongoing interest [to gambling firms], but this does not mean that other sports will necessarily lose out," said the RGA chief.
A year ago, gambling legislation was changed to allow online gambling sites, betting shops and casinos to produce advertisements for radio and TV.
Gambling groups such as casinos can use sporting events to broaden their international coverage, according to Remote Gambling Association (RGA) chief executive Clive Hawkswood.