How sports activities betting is altering the media business within the US

“Day by day Wager” is ESPN’s flagship sports-betting present.ESPN Photos

  • The traces are blurring between US sports activities betting and media.

  • Broadcasters and publishers have embraced sports activities betting as a way of income and engagement.

  • Ties between the 2 industries will doubtless deepen in 2022.

Sports activities betting is a crucial and rising piece of US sports activities media.

A couple of years in the past, broadcasters and publishers began taking advert {dollars} from playing operators and dabbling in betting content material, because the US regulatory tide turned in favor of the business that had lengthy been seen as a vice.

The ties between media shops and playing operators have solely deepened since.

How media firms are working with playing operators

In 2021, DraftKings purchased sports-gambling community VSIN, appointed its first chief media officer, and continued working with the sector to assist with buyer acquisition and retention.

Learn extra on DraftKings M&A technique in an interview with its chief enterprise officer.

Storied publishers like Sports activities Illustrated licensed their manufacturers to sportsbooks.

Learn extra about Sports activities Illustrated’s technique to leverage sports activities betting via its cope with playing firm 888.

Websites like The Motion Community additionally grew to become targets of affiliate conglomerates like Bettor Collective as referral engines for sports-betting platforms.

Learn extra about why sports-betting affiliate websites are sizzling acquisition targets.

Over the previous two years, manufacturers Barstool Sports activities and Rating Media and Gaming additionally bought to on line casino firm Penn Nationwide Gaming, and have become advertising and marketing automobiles for its sportsbooks within the US and Canada, respectively.

Media and sports activities betting want one another. Broadcasters and publishers must maintain audiences engaged, and are allured by the added income from promoting, referral, and brand-licensing charges. Playing operators, in the meantime, need assistance drawing in new clients and enhancing retention, whereas reducing the prices of doing so.

In 2022, the traces between sports activities media and playing will proceed to blur.

Leagues just like the NFL have embraced betting as a side of the fan expertise, and are enabling extra adverts to air in sport broadcasts, extra sorts of wagers to be positioned, and alternate streamers which can be made for gamblers. Broadcasters together with Disney have stated they plan to push additional into sports activities betting. FanDuel is relaunching horse racing TV subsidiary TVG as its personal sports-betting community, FanDuel TV. And startups reminiscent of PickUp and Information Skrive are working with publishers to assist interact sports activities followers with their content material.

However some media firms, like FuboTV, have additionally realized the exhausting method that sports activities betting is an costly sport to play in. The pay-TV operator is now searching for a accomplice to comprehend its imaginative and prescient of bringing betting onto your TV display throughout video games.

Learn extra about how FuboTV is rethinking its sports activities betting technique after August layoffs.

On prime of that, the US sports activities playing business continues to be in its infancy. On-line sports activities playing is just not but authorized nationwide, together with within the populous states of Florida, Texas, and California.

Learn extra about how the legalization of sports activities playing in California may set off M&A within the business.

There’s sturdy momentum although. New York turned on cellular sports activities betting in January, which may very well be a boon for the media business though the market may very well be tough for playing firms.

Learn extra about how the New York market may affect the business.

A listing of our latest protection of the US sports activities betting business follows. 

Insights from main business execs 

The startup scene

M&A tendencies

Firm information and methods 


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