Matt Rourke / AP
It’s not just the office pool anymore. More than half of US states now allow sports betting to be legalized, and in many cases opening the app on your smartphone and placing a bet is just as easy.
A whopping 17.6 million people are expected to bet on Super Bowl Sunday online or in person at a sportsbook, according to Game Association of America.
However, that is not all profit for the operators. Sportsbooks is paying for itself in the form of a massive advertising campaign targeting the millions of sports fans who will be glued to their TVs to watch the match between Los Angeles Rams and Cincinnati Bengals.
“Television sportsbook advertising has grown exponentially this year and over the past few years in general,” said Adam Candee, managing editor of the trade publication. Legal sports reportingtold NPR.
Candee says the sudden growth of legalized gambling in states across the country has sportsbook operators jostling for a piece of a huge new customer base – and the Super Bowl is an opportunity. their latest to sell themselves to potential bettors.
“It’s happening here and now, moment by moment, as they compete for customers. That’s because this is essentially a new industry rising from the ground,” he said.
Sports gambling could become a $37 billion industry by 2025, according to ARK . investment management company.
Legitimate sports betting has exploded over the past four years
In 2018, the US Supreme Court repeal the ban on sports betting outside of Nevada, essentially giving states the green light to allow sports betting if they want to.
Many people did. Thirty states and Washington, DC, now legal sports betting allowed and there are active markets, and three more intend to launch legal sports gambling. (Flowers also reap tens of millions of dollars new tax income thanks to a thriving industry.)
How you can bet on sports varies by state. Some restrict sports gambling in some live casinos, while states at the other end of the spectrum allow anyone of legal age within their borders to place bets online.
In just a few years, the once-centric entertainment industry in Las Vegas has grown into a national business that everyone can enjoy from their living room.
That led to a The number of people with gambling problems has skyrocketedThe National Council on Gambling has warned.
However, Candee says the major sports betting brands are now embracing the full spectrum of advertising, and they’re even willing to follow suit. business models of companies like Amazon lost money in the short term to attract a large number of customers they hoped to maintain for many years.
“You have big investment leaders who are trying to get as much market share as possible,” he said.
According to the research firm, the gambling industry, which includes sportsbooks, spent $488 million on advertising between November 2020 and November 2021. MediaRadar.
Caesars sportsbook recently announced that it had spent $1 billion on marketing and acquisitions, and companies like DraftKings and FanDuel were losing money amid a massive advertising push, Candee said.
The sports betting boom has also spawned a number of online companies hoping to lure unsuspecting players with misleading deals. On Thursday, New York Attorney General Letitia James Residents alert state, which legalized sports betting last month, to be wary of scam companies when choosing where to place their bets on match day.
The NFL used to oppose sports betting. Now, the Super Bowl is one of the industry’s biggest events
For many years, the NFL and other major sports leagues oppose legalized sports bettingpartly because of the possibility of fraud and match-fixing.
NFL Commissioner Roger Goodell said in a 2012 statement that gambling is the #1 threat to the integrity of US professional football, ESPN said. report.
A lot has changed since then. NFL has cooperation with seven sportsbook operators, allowing them to purchase in-game advertising. The top level partners of the tournament – Caesars, DraftKings and FanDuel – were able to integrated sports betting content to the NFL’s website and apps.
And those companies are willing to spend millions of dollars during and before Sunday’s Super Bowl.
Caesars and DraftKings will air in-game TV commercials nationally, while FanDuel will run in-game ads and local in-game ads, according to Legal Sports Report.
NBC announced it sold out all of the in-game TV spots for this year’s Super Bowl, some of which cost advertisers $7 million for 30 seconds of airtime.