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February 16, 2022
We wrap up our latest sports betting series with Navigate by discussing our key takeaways and addressing some of the questions that friends in the industry asked us – hosted by Navigate’s Kayla Ketring and alacria’s Luke Bould.
Read MoreFebruary 3, 2022
3 February 2022 As we wrap up our series on sports betting, we’ve highlighted the top takeaways. Sentiment on Sports Betting In our study, we found that sentiment around sports betting is largely neutral. Meaning that now is a pivotal time to form and shape sentiment among those who currently feel neutral about sports betting through media, messages, and marketing. As stated in part two of our series, ‘With careful management, positive sentiment may continue to grow because 61% of sports fans agree that they think sports betting will continue to grow in popularity.’ However, this would make the United States the exception to what has been experienced in other markets such as Australia, where sentiment became more negative over time, and that decline in sentiment has led to increased government regulation. Regulation has also been a driver of industry consolidation, with smaller players either exiting or being bought by larger companies because of the increased regulation making their businesses uncompetitive. Key takeaway: It is imperative to continuously monitor sentiment and proactively address any negative dips to ensure sustainable growth. Sports Betting Advertising Through our research, observations, and first-hand experience in other overseas markets, we’ve seen a significant increase...
Read MoreJanuary 25, 2022
25 January 2022 In part 2 of our series on US sports betting, we shared sentiment and behavior among the ‘average sports fan’. In part 3, we expand on who the Current Sports Bettor is, what the Future Sports Bettor may look like and what this means for sports and betting agencies. Current and Future Sports Bettors are largely similar in terms of attitudes and drivers / barriers towards sports betting. A key difference between the two groups is sports fandom – Current Sports Bettors are more likely than Future Sports Bettors to be avid sports fans, attend sporting events, and watch sporting events. However, the general pattern for the most popular sports and viewership tend to look similar to those of Current Sports Bettors, just on a lesser scale. (As a reminder, to qualify for the study you did have to be at least a ‘casual’ fan of one sport). Both groups are bullish on the future / benefits of sports betting – 73% of Current and 70% of Future Sports Bettors think sports betting will continue to grow in popularity. These percentages are especially high for male bettors. Two-thirds of Current Sports Bettors and 71% of Future Sports...
Read MoreJanuary 18, 2022
18 January 2022 Part 2 of our 3-part series uncovers sports fans’ behaviors, sentiment towards sports betting, and how those sports fans who currently participate in sports betting (‘Current Sports Bettors’) differ. Maybe not surprisingly, Current Sports Bettors tend to be more avid sports fans across all major sports asked about. As time goes on, it will be interesting to see if high fan avidity leads to the propensity to bet or the opposite – you become a more avid fan of the sports you bet on. Maybe a mix of both. Today, sports betting is somewhat polarizing – while only 21% feel negatively, slightly more (27%) feel positively. There is still a large contingent (52%) who feel neutral. With careful management, positive sentiment may continue to grow because 61% of sports fans agree that they think sports betting will continue to grow in popularity; however, this would make the U.S. the exception to what has been experienced in other markets. In the future, it’s expected that the percent of sports fans (fairly high at 52%) who are neutral about betting will take a stance, assuming their state legalizes sports betting. In terms of legalization, 22% of sports fans...
Read MoreJanuary 12, 2022
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...
Read MoreAugust 12, 2021
As sports march on after a challenging 2020, there is a lot of optimism across the industry as the COVID year forced teams and brands to find creative ways to engage fans beyond physical experiences. One major method of engagement that has proven to be extremely lucrative is sports betting. For perspective, according to a report from Eilers & Krejcik Gaming, sports betting revenue is up 360% YTD as 56% of the population resides in a state where sports betting is now legal. While total revenue sits at around $2.5B per year, experts estimate that could increase to $10B by 2025 and potentially $19B if legalized in all 50 states. Sports betting is far from a typical consumer industry, nor is its relationship to sport one that can be considered traditional in terms of sponsorship. As we’ve all seen, the industry has had to overcome many statutory, ethical and integrity-related hurdles to get to this point. It will likely face many more as sentiment toward the role betting plays within sport shifts over time. According to data from GWI, 7.6% of sports fans in Pennsylvania, where sports betting is legal, believe that it’s a big issue in society, while only...
Read MoreAugust 7, 2021
Kevin McCullagh Luke Bould discusses developments in the Australian market. Competition for rights has increased due to new sports streaming platforms. No rights fee boom yet, with some properties instead avoiding large decreases. Upcoming sales of big domestic properties will test new players’ appetites. An outbreak of ‘streaming wars’ in Australia has injected life into a sports media rights market that this time last year looked threatened by a sharp decline. Rights competition has been spurred in the last six months by the launches of new platforms Paramount+ and Stan Sport. There has been surprise competition from formerly niche player Sports Flick and a long-awaited first deal for Amazon. Established players, including Foxtel and Optus Sports, have moved to protect their positions with new rights deals. These developments have helped the market bounce back from a series of renegotiations last year. In the teeth of the pandemic, Australia’s biggest rights-holders accepted falling or flat fees in return for the security of long-term deals. However, few are predicting a rights-fee boom. Australia’s broadcasters have been battered in recent years by the shift of audiences to digital platforms and the pandemic. The new competition has so far mostly helped rights-holders stave off big falls in...
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