INSIGHT UNITED STATES
30+ States & Counting Sports Betting
Sports betting is now legal and operational in over 30 states,
notwithstanding Washington D.C. and Puerto Rico. Which markets have maximised early potential and where has the rollout gone awry?
It was Taylor Swift prop bets which were the main betting story leading up to Super Bowl 2024 and as usual it was Taylor Swift who managed to steal the show this year. Te pop star has not only boosted the NFL but is drawing in new gamblers as “Swifties” have embraced the NFL as the romance between Taylor Swift and Kansas City Chief tight end Travis Kelce has bloomed. Betting on Travis Kelce has doubled since the Taylor Swift relationship became public according to Fan Duel.
Although banned by sate regulations as bets unrelated to gameplay are largely prohibited in the US in Ontario “Swiftie” bets were accepted allowing gamblers the opportunity to bet on a wide variety of prop bets outside of the game including on if she would fly from Japan by private jet to make the match (she did) and if Kelce would propose to her on the field (he didn’t.) Meanwhile superstar rapper Drake, who often posts his bets on social media, posted on his Instagram account that he had placed a US$1.15m bet on the Chiefs to win the Super Bowl. Tis time he wrote in the caption “I can’t bet against the Swifties.”
While it is a fun and light-hearted story it also shows just how mainstream betting has become in
P40 WIRE / PULSE / INSIGHT / REPORTS
a country where only less than six years ago the Supreme Court overturned PASPA and permitted states to decide for themselves whether they wanted to legalise sports betting. Today 38 states and Washington, D.C currently feature live, legal sports betting markets. More than two-thirds of American adults (67 per cent, 164 million) live in a live, legal sports betting market according to a recent American Gaming Association (AGA) report.
Meanwhile sports betting ads continues to saturate the airways. Projected ad spend for US sports wagering in 2023 was $2bn, according to research from ad tech firm Disqo - an eight per cent year-on-year increase. Such is the change in the perception of sports betting that there is even a new comedy streaming on the subject on Max called “Bookie” which follows a Los Angeles based veteran bookie struggling to survive the impending legalisation of sports betting.
Yet despite the increasing popularity of sports betting some states have fared better than others. A handful of states are yet to pass sports betting legislation. Tese include the two most populous and most wealthy states: California and Texas.
It was Taylor Swift
prop bets which were the main betting
story leading up to Super Bowl 2024 and it was Taylor Swift who managed to steal the show. The pop star has not only boosted the NFL but is drawing in new gamblers as “Swifties” have
embraced the NFL as the romance
between Taylor Swift and Kansas City Chief’s Travis Kelce has bloomed. Betting on Travis Kelce has doubled since the Taylor Swift
relationship became public.
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