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All the leagues are taking different approaches in dipping their toes in the water. The advertising partnership structure is very smart, although restrictions on gaming operators wanting to advertise sports betting directly will need and should change in the coming years. It will take some time before the major leagues go all in and jump in the deep end with lessons to be learned from potential regulatory backlash.


market, you will then begin to see the full potential of the sports betting market.


What partnership models have emerged as sports betting has opened up across states?


Sports betting has brought the gaming industry and the leagues closer together which in itself is an achievement. I think that relationship is gelling. When starting out at AGA to pursue striking down PASPA, a partnership between the two was always at the core of our beliefs. It was becoming clear it needed to happen and now it is - every state that opens its doors to sports betting will see greater cooperation.


How was the journey to repealing PASPA?


We knew it was a going to be a long slog and required a multifaceted effort. Te efforts of New Jersey and the AGA were symptomatic of a collective effort on behalf of the industry as a whole. It required a lot of concerted effort on behalf of multiple people in a hypercompetitive industry to come together. Key to our success was shining a light on the illegal market which we succeeded in doing. Stars needed to align and whilst the congressional tax was difficult, we got it done.


Given the exposure and piecemeal way sports betting is being legalised, how can operators


calculate the true value of a sponsor partner?


All the leagues are taking different approaches in dipping their toes in the water. Te advertising partnership structure is very smart, although restrictions on gaming operators wanting to advertise sports betting directly will need and should change in the coming years. It will take some time before the major leagues go all in and jump in the deep end with lessons to be learned from potential regulatory backlash. Te conservative approach to how they are working with gaming operators will continue for some time, but I anticipate that will change in due course.


How much brand exposure is wasted in non- legalised states?


Te hyper-focused targeting of partnership deals means operators are striking partnership agreements not just with the leagues but at team level. Although some leagues are requiring deals with them first, operators are concentrating on localised partnerships where possible. Regional sports networks will see a lot of movement in those areas – I think we will continue to see this approach from operators going forwards.


NEWSWIRE / INTERACTIVE / MARKET DATA P113


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