Digital sports consumption in Argentina is undergoing a notable shift. An analysis by Apuesta Legal Argentina, based on Google Trends data, shows that while football remains the dominant sport, audience attention has become more context-driven and competitive, creating new opportunities for the iGaming ecosystem.
According to the study, searches related to the Boca Juniors vs River Plate Superclásico fell by 45.8% year-on-year in 2025, indicating that even the most traditional sporting events now rely heavily on competitive context to sustain digital interest.
A rivalry increasingly shaped by context
Apuesta Legal explains that the heightened interest seen in 2024 was driven by knockout fixtures, particularly the Copa de la Liga quarter-final clash. However, the decline remains visible even when analysing domestic league matches alone.
The report adds that attention shifted toward alternative football narratives. Racing Club’s run to the Copa Libertadores semi-finals and Lanús’ journey to the Copa Sudamericana final captured additional interest, while River Plate’s inconsistent performances reduced the classic pull of the rivalry.
Event-driven attention patterns
One of the key findings highlighted by Apuesta Legal is the event-driven nature of sports interest. Search activity peaks around specific high-impact moments and declines rapidly once those moments pass.
The Club World Cup produced a clear spike in June, largely driven by Boca and River’s participation. Following their group-stage eliminations, search interest dropped sharply and remained minimal thereafter.
Once Argentine teams exited the competition, attention shifted toward international storylines, including increased searches for matches such as Flamengo vs Chelsea and broader interest in PSG, reflecting a growing appetite for global football content.
NFL and Formula 1: growth segments the sportsbook should not overlook
Beyond football, Apuesta Legal identifies two sports showing sustained growth in Argentina and strong potential for sportsbooks.
The NFL recorded a 14.4% year-on-year increase in 2025, with peaks around the Super Bowl and a strong uplift in September (+32.3%) linked to the NFL São Paulo Game. The study attributes this growth to improved content accessibility, particularly following the integration of NFL coverage into Disney+ across Latin America, as well as a notable November spike (+119.8%) driven by pop culture crossover.
Formula 1 interest rose sharply (+100.3%), driven almost entirely by the emergence of Argentine driver Franco Colapinto. The most significant spike occurred in May (+401.7%) during his first full season with Alpine, followed by another increase in November (+56.1%).
iGaming outlook: timing and diversification as competitive advantages
In its conclusions, Apuesta Legal emphasises that sports interest in Argentina is no longer driven solely by tradition, but by a mix of access, global relevance and genuinely competitive betting opportunities, with attention increasingly fragmented across local, continental and global events.
For operators and affiliates, the findings point to a clear strategy: align content and activations with demand peaks, particularly during decisive stages, and diversify beyond football by leveraging sports with structural growth such as the NFL and Formula 1.
Looking ahead to 2026, Apuesta Legal expects Boca–River to remain central, but with interest heavily dependent on competitive context; continued volatility across CONMEBOL tournaments; more stable growth for the NFL; and significant upside for Formula 1 if Colapinto remains on the grid and competitive.
