The landscape of sports journalism in the United States has been significantly transformed by the advent of online betting. The once clear lines between sports media and gambling are increasingly blurring, creating a dynamic and lucrative ecosystem that is reshaping the way we consume sports content.

The Rise of Online Betting in Sports Media

The Supreme Court’s 2018 ruling, which legalized sports betting, has led to a seismic shift in the sports media industry. As of 2022, sports betting is legal in 35 states and the District of Columbia, a testament to the rapid adoption of this form of gambling across the country.

The American Gaming Association estimates that the sports betting industry recorded $57.2 billion in handle and $4.29 billion in revenue in 2021 alone.

The integration of sports betting into media outlets has been a strategic move to increase revenue and viewer engagement. Storied publishers like Sports Illustrated have licensed their brands to sportsbooks, while broadcasters and publishers have embraced sports betting as a means of revenue and engagement by promoting online casino deposit bonuses, games, limited offers, and more.

The ties between media outlets and gambling operators have only deepened since broadcasters started taking ad dollars from gambling operators.

The Marriage of Sports Betting and Media

In recent years, we’ve seen a significant convergence of sports betting and media. Major media players like Fox Corp, Disney, and Turner Sports Networks are making their dive into sports betting. For instance, in 2021, Sports Illustrated partnered with 888 Holdings to launch a sportsbook in Colorado. FanDuel owner Flutter Entertainment inked a multiyear deal with former athlete and media personality Pat McAfee.

DraftKings partnered with Turner Sports and Bleacher Report to become their exclusive sportsbook and daily fantasy sports provider. ESPN integrated DraftKings and Caesars betting odds and daily fantasy information into its app. CBS Sports partnered with William Hill to improve fan engagement through sports betting data and technology.

These partnerships are aimed at increasing fan engagement and opening new revenue sources through direct advertising and affiliate marketing.

The Influence of Online Gambling on Sports Journalism

According to a Nielsen Sports study commissioned by the American Gaming Association, sports bettors made up 25 percent of the NFL’s television audience in 2015 but accounted for 47 percent of all minutes viewed.

This indicates that sports bettors are more engaged and consume more sports content than non-bettors, which has led to an increase in sports coverage focusing on betting odds, predictions, and other gambling-related aspects.

However, this shift in focus has raised concerns about the potential negative impacts on sports journalism:

1. Compromised objectivity: The increased focus on betting odds and predictions could compromise the objectivity of sports reporting. Journalists may be incentivized to report in a way that favors certain outcomes, which could undermine the credibility of sports journalism.

2. Increased gambling promotion: The integration of online gambling into sports journalism can lead to increased promotion of gambling. This could potentially contribute to problem gambling, particularly among vulnerable populations such as young people. For instance, a study in Australia found that young gamblers are increasingly influenced by sports betting advertisements on social media.

3. Ethical concerns: The intertwining of sports journalism and online gambling raises ethical concerns. Journalists have a responsibility to report fairly and accurately, but the influence of online gambling could potentially compromise these journalistic ethics.

4. Potential for manipulation: The focus on betting odds and predictions could potentially be exploited for manipulative purposes. For instance, inaccurate reporting on odds could influence betting behavior and potentially lead to market manipulation.

While the economic benefits of the relationship between online gambling and sports journalism are clear, it’s crucial to consider these potential negative impacts. As online gambling continues to grow, it’s important for regulatory bodies, sports media organizations, and journalists themselves to ensure that the integrity and objectivity of sports journalism are maintained.

The Impact of Online Gambling and Betting on Advertising

The rise of online betting has significantly impacted the advertising landscape. Companies like DraftKings and FanDuel have launched extensive advertising campaigns to attract new customers, with ads appearing on television, online platforms, and even within stadiums and sports arenas.

This surge in advertising spend is a testament to the lucrative potential of the online betting market. However, the proliferation of sports betting ads has raised concerns among advocates and regulators. There are worries about the potential risks for people with a history of problem gambling and the potential influence on youth.

Despite these concerns, there is currently little regulation regarding sportsbook ads. Most require age verification and provide information about how to seek help for addiction, but critics argue that more needs to be done to ensure responsible advertising practices.

Regulation and Responsible Gambling

However, this trend is not without its challenges. As online betting becomes more prevalent, there is a growing need for responsible gambling measures and regulations to protect vulnerable individuals.

In Europe, several countries have clamped down on gambling advertisements and sponsorships as a preventative measure against gambling addictions and debt among citizens. In the US, there have been calls for similar measures, highlighting the need for a balance between industry growth and consumer protection.

The influence of online betting on sports journalism is undeniable. It has created a new revenue stream for media companies, changed the way sports content is consumed, and brought about a new era in sports journalism. However, as this trend continues, it is crucial that the industry takes steps to promote responsible gambling and protect vulnerable individuals.

The Future of Online Betting in Sports Media

The future of online betting in sports media looks promising. As more states legalize sports betting and as the market continues to grow, we can expect to see an even greater integration of betting into sports content. This includes not only advertising but also the incorporation of betting data and analytics into sports coverage. For instance, sports commentators may start discussing betting odds and predictions during live broadcasts, providing a new layer of engagement for viewers.

Furthermore, as technology continues to advance, we can expect to see even more innovative betting options. Virtual reality (VR) and augmented reality (AR) could provide immersive betting experiences, while advancements in machine learning could lead to even more accurate predictive models for betting.

However, this future growth also comes with challenges. There will be a need for robust regulatory frameworks to ensure fair and responsible betting practices. Additionally, sports media companies will need to navigate the ethical considerations of integrating betting content into their platforms, ensuring they maintain the trust and respect of their audiences.