Affiliate Draft 2026

About this Programme

Following the highly successful 2025 edition, where Verdict emerged as the winner, we are back and looking for the next generation of startups ready to reshape the sports betting landscape. We want bold, creative teams to use our API in new and innovative ways, from fan-first tools to community experiences and fresh takes on sports entertainment.

This program is delivered in collaboration with our friends at Discerning Capital, Bettingstartups.com, Bettor Capital, Yolo, Waterhouse VC, iGaming Ideas, Full Court Capital, and Charrlie. This means that we work with these teams to spread the word, and support the decision making process.

Background to the Programme

The sports betting affiliate ecosystem is at a turning point. Regulation is evolving, AI powered personalisation is becoming the norm, and a new generation of fans expects far more than a static odds widget. Traditional acquisition models are giving way to retention focused products that make betting part of a richer, more engaging sports experience.

Alpha Hub is Flutter’s startup partnership programme. It connects cutting edge companies with Flutter brands to solve real business challenges and accelerate innovation. We are not here to invest. We are here to partner. If you can build something powerful on top of our affiliate betting API, we want to hear from you.

Who Should Apply

We are looking for product led teams who want to redefine what is possible in sports betting. If you can build experiences that captivate users and can scale across Flutter’s ecosystem, you are in the right place.

Your solution should align with one or more of our three key themes for 2026:

• Fan Toolkit: AI powered tools that help fans make more informed decisions before, during and after a game.

• Community: Platforms that build real communities around sports fandom and social betting.

• Betting Evolution: Ideas that stretch the boundary between sports betting and entertainment.

• Wildcard: As always, this is for if you are working on something that doesn’t fall into the categories above.

Your product should integrate Flutter’s affiliate API at its core, attract and retain users, and reflect a genuine commitment to safer gambling.

Programme Themes in Detail

Fan Toolkit

We are interested in startups building the next wave of sports data tools. These are products that help fans make sharper decisions and stay engaged before, during and after a game. AI should sit at the heart of how these products work, whether through smart data integrations, real time companion features or analytics that give users a genuine edge.

We are looking for:

• Prediction market tools designed for users and participants.

• Social, affiliate and publication widgets that embed naturally into existing content.

• AI analytics and chat features that provide real time insight and personalisation.

• Solutions that work across the spectrum, from casual sports media to high engagement betting tools.

Community

Sports betting is becoming more social. We want to work with startups that are leading that shift. We are interested in platforms that build real communities around sports fandom, whether through creator led experiences, shared picks, friendly competition or loyalty mechanics that keep fans coming back.

The strongest solutions will grow audiences responsibly, with entertainment and player wellbeing built in from day one.

We are looking for:

• Social betting and tipster platforms that create genuine engagement.

• Affiliate pages and ecosystems that sit naturally alongside wider sports content while integrating our API.

• Community features such as leaderboards, group challenges and creator tools that drive regular use.

• Platforms that balance audience growth with responsible gambling at their core.

Betting Evolution

We want ideas that stretch the boundary between sports betting and entertainment. Think Sports Arcade style experiences, free to play and pay to play gamification, and sports raffles that give fans more reasons to engage with sport beyond a simple bet slip.

The best submissions will blur the line between casual fun and real money wagering, with Flutter’s affiliate API built into the product from day one.

We are looking for:

• Sports Arcade concepts that reimagine the pre match and in play experience.

• Free to play and pay to play formats with strong conversion mechanics.

• Sports raffles and new wagering formats that broaden the appeal of betting products.

• Products that use entertainment as a natural gateway into the wider betting ecosystem.

There is also a wildcard category for any startup with a standout idea that can push the affiliate ecosystem beyond the themes above.

Timeline of Key Dates

What Winning Startups Unlock

Industry access and mentorship
Work directly with leaders from Flutter’s affiliate and product teams who understand the market and can help you move quickly.

Real world testing
Get the opportunity to pilot your solution with Flutter users across multiple brands and markets.

Visibility
Benefit from meaningful exposure through Flutter’s partner networks and industry connections.

Path to commercial partnership
The ultimate goal is a commercial partnership with Flutter Entertainment, one of the world’s leading sports betting and gaming companies.

Application Process

If you are ready to help shape the future of sports betting, submit your application by 1st August 2026.

Your application should include:

• A short overview of your startup and team.

• How your solution fits one or more of our themes.

• Any funding, traction, partnerships or major milestones to date.

• Your vision for what you would build using Flutter’s affiliate betting API.

• A demo or proof of concept that shows your technology in action.

Applications will be reviewed by a panel of experts from Flutter’s affiliate and product teams, supported by our VC and industry partners. The most promising startups will be invited to pitch at the final event in Dublin in October.

FAQs

What stage should my startup be at?
We welcome everything from early stage concepts to scaling businesses. Ideally, you should have working technology with a demo available and some customer traction.

Is there a cost to take part?
No. Participation is free for selected startups. Travel to the final event in Dublin will be covered for finalists for one to two people per team.

Do you have preferred technologies?
No. We are open to all technology stacks. We care most about problem and solution fit, scalability and your ability to operate in regulated environments.

How will you select startups?
We look at innovation, feasibility, the potential to drive user engagement and retention, and alignment with Flutter’s strategic goals. PlayWell thinking must be at the heart of your product in order to be a Flutter Fit. Strong compliance frameworks, such as SOC 2 or equivalent, are a plus.

Are there geographic restrictions?
No. Companies from anywhere in the world can apply. Solutions should be scalable to the UK and US in the near term.

What about regulatory compliance?
We prioritise partners with robust compliance capabilities, including geo location, age verification and responsible gambling tools.

Apply now and help shape the next wave of sports betting affiliate experiences.