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For years, football has ruled the global sports betting landscape almost uncontested. But the latest Q3 2025 data signals a shift worth watching — not a dethroning, but a diversification. The numbers show that bettors, and in turn sportsbooks, are gradually spreading their attention across a wider range of sports, leagues, and regions than ever before.
This isn’t just a seasonal anomaly. It’s a trend that could reshape how operators think about engagement, content distribution, and data investment.
The Expanding Field: More Sports, More Opportunities
While football remains dominant, accounting for record-breaking demand with a 20% YoY growth and 6.5 million ordered fixtures, other sports are quietly closing the gap.
Basketball emerged as the quarter’s breakout performer, up an impressive 58% YoY, surpassing football in this category for the first time. This surge was fueled by the EuroBasket and a growing appetite for NBA Summer League action. Esports (+41%) and Ice Hockey (+37%) followed closely, proving their ability to deliver steady engagement even outside traditional peak seasons.
The data also shows that for the first time, five non-football leagues broke into the global top 20 by fixture demand — including MLB, WNBA, and NHL. The message is clear: bettors now expect variety, and operators who can offer it are better positioned to capture sustained activity.
Football’s Inner Power Shifts
Even within football, the balance of power is subtly changing. UEFA competitions such as the Europa League, Champions League, and Conference League all climbed the engagement rankings — a sign that continental matchups are capturing attention once dominated by domestic leagues.
Meanwhile, Serie A and the Bundesliga saw declines in relative demand, while LaLiga and the Premier League tightened their hold on the top spots.
Beyond the Mainstream: Tennis and the Niche Surge
Tennis continued its rise, not only through Grand Slams but through the WTA circuit, with five events entering the quarter’s top-10 list. Even more telling is where this growth is happening: data demand for tennis shot up 56% in North America and 44% in Latin America, showing how fast the sport is expanding its footprint beyond Europe.
At the same time, smaller markets are becoming surprisingly big business. Table Tennis exceeded 4 million fixtures for the first time, Simulated Esports grew 50%, and regional basketball leagues such as the IPBL recorded double-digit gains. These trends highlight a growing appetite for high-frequency, lower-saturation events — a key opportunity for margin optimization.
The Bigger Picture
What emerges from Q3 is not the fall of football — but the rise of everything else. Sportsbooks are no longer just competing on who offers the most football markets; they’re competing on who understands where engagement is heading next.
These findings come from LSports’ Q3 2025 Sports Data Report, which analyzes consumption data from over 450 global sportsbooks to map market shifts, emerging sports, and operator performance.
If you’re shaping your strategy for 2026, it’s worth diving into the full data set.
👉 Download the full Q3 2025 Sports Data Report → King Football Faces Competition | Q3 Sports Data Report