Bet on It

• DOI: 10.26522/jess.v9i.4415
• Publication Date: 2023-08-19T06:00:09Z
• Authors: Tyler Hajek; Yohan Lee; Logan Schuetz

Legalized sports gambling is relevant for professional sport stakeholders in the United States (U.S.). With the repeal of the Professional and Amateur Sport Protection Act, U.S. professional sport teams are now partnering with sports betting entities. Through the framework of sport entrepreneurship (Ratten, 2020), this study explores sports betting partnerships in professional sport teams and organizations (PSTO). Findings of the 10 semi-structured interviews with current employees involved with PSTOs suggest that the partnerships are mutually beneficial and supported by employees driven by consumer interest. For PSTOs, lead generation for potential ticket memberships, influx of advertising dollars, and the expansion of premium seating locations were derived from these partnerships. For the sports betting platforms, increased visibility and association with local professional teams were the primary benefits. Moreover, this study provides further insight