Sports media will fully embrace gambling in 2020. With pay per head bookie operators looking for new customers in the United States, pro leagues are looking for ways to improve the value of their TV broadcast rights. Also, casinos are looking for ways to develop new relationships with TV networks.
Sports media companies find themselves in an excellent position to improve their ad revenues in the next couple of years. The sports betting industry is changing the entire sports marketing industry. At present, there are many publishers incorporating gambling into their content plans.
Sports betting is legal in 11 states. However, more states are following suit. A bookie software expert estimated that around 40 states would enjoy legal sports wagering by 2024. It is a $150 billion industry that will attract all types of mainstream sports publishers.
There are many ways to monetize sports betting. For instance, it provides an affiliate marketing opportunity. However, ads need to be geo-targeted to locations where the activity is legal. Although it limits the scale, affiliate commissions can help bring new customers.
Companies, such as 9 Dollar Per Head, want to convert their readers to sportsbook operators. In 2019, several media companies signed long-term contracts with gambling firms. Their deals were for the creation of new content that can build interest in sports betting.
Other media groups are trying to get their share of the sports wagering market by collaborating with gambling firms to promote their offers. In some instances, the publisher only needs to distribute content.
Some gambling companies have a content creation team. For instance, FanDuel has a Los Angeles studio that produces live sports programming 24/7. However, most of its content is on horseracing. Their group teamed up with NBC to cover the Breeders Cup.