How the legalization of sports betting is changing the sports industry and attracting new fans


how the legalization of sports betting is transforming the sports industry: new sponsorships, increased fan engagement, higher broadcast viewership, revenue growth, and the challenges of regulation and responsible gambling

Posted on 18th December



gambling industry


Today, sports betting is becoming one of the most talked-about topics in the world of entertainment and business. Its widespread adoption affects not only fans, but also clubs, leagues, and even TV broadcasts themselves. How is the sports industry changing under the influence of betting legalization, and what surprises await viewers and market players? New partnerships are emerging, revenue structures are shifting, and interest in sports is reaching unprecedented intensity.

Global growth of online betting with a new stage in the development of the sports industry

The last few years have been a turning point for the global sports betting market. Online betting is experiencing a real boom: not long ago, most operations took place through illegal platforms or offshore bookmakers, but today millions of fans place bets legally through trusted platforms.

In recent years, Daily Fantasy Sports (DFS) platforms—where users form virtual teams and win based on the results of real matches—have also been gaining popularity. The COVID-19 pandemic and the global shift to digital solutions spurred demand for these tools when live sports were temporarily unavailable to viewers.

Legislative changes and regulation

In the United States, 26 states have legalized various forms of sports betting in recent years. According to a study by Altman Solon (2020, more than 14,000 respondents in 10 countries), companies such as FanDuel and DraftKings became market leaders, starting with DFS and quickly launching full-fledged bookmaker services.

In Europe, governments are actively reforming legislation to control the market and derive tax revenues from betting. In the fall of 2020, Germany legalized sports betting, and now 16 out of 18 Bundesliga clubs partner with bookmakers. Italy recently lifted the ban on betting advertising in the media. Many European companies, such as Tipico, obtain offshore licenses in Malta, which allows them to operate legally in most EU countries even with incomplete local regulation.

The benefits of legalization are obvious:

  • Increased transparency of financial flows
  • Growth of tax revenues for the budget
  • Increased interest in sports

However, governments also face challenges: a complex control system and the need to combat the illegal market.

The impact of betting on sports content consumption

The connection between betting and the popularity of sports broadcasts is becoming increasingly evident. According to Altman Solon, fans who place bets watch matches much more often and for longer periods, and are also more likely to subscribe to paid sports content. In some countries, such as the USA, UK, and France, the influence of betting on audience engagement is especially noticeable.

Bettors who follow sporting events are increasingly trying online casinos as well: as a result, the IGaming industry is developing, investing more in advertising their bookmaker brands. Online casino software providers often use football themes for their games to attract new players with familiar visuals.

Based on the experience of popular gambling sites, it can be seen that newcomers who come to place bets more often pay attention to sports-themed online slots. The authors of the Casinosbonusca website, which reviews online casinos with free spins by Playson, noticed that the rise in popularity of football-themed games coincided with periods of major international tournaments.

This trend shows that sports themes are increasingly becoming an entry point into a broader ecosystem of gambling entertainment. As audience interest grows, so does the financial involvement of businesses in sports content.

Bookmaker companies are becoming some of the main sponsors of leagues, clubs, and TV channels. This not only provides new sources of income for the industry, but also changes the ways sports are promoted, with the emergence of special broadcasts integrating statistics and odds.

The portrait of the modern bettor

The degree of involvement in sports betting varies greatly between countries. Altman Solon provides the following data on the regularity of betting among fans:

  • Brazil — about 31%
  • Mexico, France, USA — from 10% to 14%
  • Germany — 5%

Average spending per bet also varies:

  • In the USA, a third of respondents spend from $20 to $49 on a single event
  • In Europe, most participants limit themselves to bets of less than €12

Preferences for sports types reflect local traditions. In the USA, American football and basketball are popular, while in European and Latin American countries, national football (soccer) dominates. The difference between markets is noticeable not only in amounts, but also in scale: in the USA, the share of large bets is higher, while in Europe there is broader participation but smaller amounts per wager.

Betting and fan engagement as a new driver of the industry

Altman Solon's survey results show: betting is becoming the strongest driver of fan engagement. Even those who do not have a clear favorite watch sporting events more often if personal money is at stake. In the UK, France, and the USA, this effect is especially pronounced.

For clubs, leagues, and media, this presents new opportunities:

  • Growth of revenues from paid subscriptions and advertising
  • Attracting a new audience
  • The ability to create unique content for bettors

But there are also risks: ethical aspects, issues of addiction, and the impact on youth audiences are being discussed.

Risks and controversial issues of widespread legalization

The increased availability of betting raises concerns among experts and regulators. There is a risk of gambling addiction, as well as doubts about the integrity of certain matches. According to some experts, young people are especially vulnerable to such content.

In a number of countries, there are strict age restrictions, mandatory licensing, as well as control over advertising and risk awareness. European and American regulators continue to develop self-regulation and addiction prevention tools.

Why betting is becoming "the new normal"

For decades, attitudes toward sports betting were cautious. Clubs and TV networks avoided any associations with the betting industry. But after the COVID-19 pandemic, when revenues from spectators and advertising fell, the search for new financial instruments became an urgent necessity for the sports industry.

The spread of mobile apps and digital platforms has turned betting into a routine part of fan life. More and more people are placing bets right while watching their favorite matches, which just a few years ago seemed impossible.

Today, widespread legalization and rapid growth of betting continue to change the landscape of global sports. How far will this transformation go, and will the industry be able to maintain a balance of interests among players, fans, and society? All that remains is to observe what place betting will take in our sports habits in a few years.



Related:
Goal123 login today: reliable link, fast access, smooth OTP without disconnections
What is Offside in Football: The Rule Explained for Kenya
Why football betting is winning millions of fans




All Articles