Sports and sports betting have become one and the same.
You can’t watch a game without seeing a sportsbook ad, a promo for a “risk-free” bet, or even live odds flashing on the screen.
Even though sports partnerships generate financial gains for leagues and teams there exist undisclosed dangers.
Bookmakers don’t just take bets. Sports fans would not recognize many of the ways that organizations in the industry shape their favorite athletic activities.
The sports industry faces important yet underappreciated changes because of sportsbooks which both create potential conflicts through sources of interest and specifically target younger audiences.
Table of Contents
The Rise of Sportsbook Sponsorships
Sportsbooks were prohibited from advertising within game broadcasts only a short time back. Now they’re everywhere.
Leagues, teams and even individual athletes are signing deals with sportsbooks for massive payouts. But this raises big questions.
Are Sportsbook Sponsorships a Conflict of Interest?
At the end of the day, even the best offshore sportsbooks are about fair competition.
But when the same leagues that control the games are also profiting from betting partnerships, it’s fair to ask: Is this a conflict of interest?
Where It Gets Messy
A 2022 survey by U.S. Integrity, a sports data watchdog, found 17% of bettors believe games are influenced by gambling interests.
That may seem low, but even a small lack of trust can hurt a sport’s reputation.
Are Athletes at Risk?
When leagues promote betting, it puts more pressure on players.
Some get harassed online by bettors who lost money on their performance.
Some leagues have rules against players betting, but the constant sportsbook promotion makes it hard to tune it out.
Sportsbooks and Young Audiences
The biggest concern is how sportsbooks market to young fans.
A University of Bristol study found 96% of TV soccer in the UK has gambling ads.
Many of these are fun, colorful and engaging – directly targeting young viewers.
The US is following suit.
According to a 2023 National Council on Problem Gambling survey more than 60% of young adults (18-24) have bet in the last year.
How Sportsbooks Target Young Fans
This kind of exposure increases the risk of problems for young people who don’t fully understand the odds or risks.
Comparison Table: Who Wins and Who Loses?
|
Group |
Benefits |
Downsides |
|
Leagues & Teams |
More revenue, higher TV ratings |
Potential loss of credibility, conflict of interest questions |
|
Sportsbooks |
Huge profits, brand visibility |
Increased scrutiny, regulations tightening |
|
Athletes |
Some sponsorship deals |
More pressure, online harassment |
|
Fans |
More entertainment options |
Increased gambling addiction, potential for game-fixing scandals |
Should There Be More Regulation?
Some places are already taking action.
One solution? Stronger ad restrictions and more education on responsible gambling. Instead of promoting endless bets, leagues should be more responsible.
Final Thoughts
Sportsbook sponsorships aren’t going away. They bring in too much money. But that doesn’t mean we should ignore the risks.
More transparency is needed to protect the integrity of the game. Fans, athletes and young viewers should know how deep the sportsbook influence goes.
Gambling can be fun in moderation.
But when the people running the show are also making money from betting, we should ask: Who really benefits?
