US Sports Betting Fan Sentiment and Behaviour

12 January 2022


alacria teamed up with Navigate, and data collection partner RepData, to release a new sports gambling study designed to help the US sports industry “peek around the corner” of sports betting.

Together, we surveyed more than 1,000 American sports fans over the age of 21 who are current sports bettors (CSB) and/or future sports bettors (FSB) to gauge:

– Sentiment and behaviors around sports betting, and how it evolves over time

– Perceptions, drivers, and barriers to sports betting among sports fans in the U.S.

Part 1 of our 3-part series sets the foundation for the legalization of sports betting in the United States. It is legal to bet on sports in 40% of states, and 29% of states are in the process of approving the rules for betting.

We found that few Americans oppose the legalization of sports betting in the U.S, with over half saying legalization would not impact their likelihood to participate in sports betting, and over 20% saying legalization would make them more likely to participate. This is especially true for male sports fans, who are more likely to participate if legal. The landscape is changing quickly, so we thought it would be beneficial to share a current overview with the industry and provide insight into sports fans’ participation, awareness, and sentiment. The below graphic breaks down how fans of different sports approach sports betting. Esports fans tend to bet the highest amount per bet, while NFL fans tend to bet the least per bet.



Why this study matters to brands and properties

Preparation is key to success in all areas of this industry. An effective preparation method is to proactively implement strategies that monitor and respond to consumer sentiment, which is the main goal of this study. We invite you to tune in over the next few months, and years, as we track U.S. sports betting sentiment as the marketplace continues to evolve.

If you have any questions or would like to discuss the full report with our team, please contact Luke Bould at [email protected]

*Insights/legal states were as of October 2021 when the study was fielded.


Social feeds

Exciting news! alacria has submitted a panel for SXSW Sydney: "NextGen Fans: Shaping the Future of Sports Through Junior Engagement & Tech Innovation."

Your vote can bring this discussion to life! #SXSW #SportsTech #FutureOfSportsVote here:

#alacria is seeking a Head of Strategic Consulting, a role crucial to driving the success of our clients in the sports and entertainment sector. The position offers the chance to lead, innovate, and make a significant impact with industry leaders.

Congratulations to @NetballAust for a wonderful victory in the @NetballWorldCup A truly inspirational in back team that continues to se the standard globally.

Its been an amazing 2022 for the alacria team, we are very grateful for the support of our wonderful clients. A year working with leaders in sport & entertainment, helping them find opportunity and new value. To our team, thank you. We are lucky to work with such great people.

"To get the next generation excited about sport is much harder. They are playing games and watching esports, they are really into data. So providing them data about their performance is important"