As the Playoffs Heat Up, the NBA Looks to Profit From Gambling

Author

Michael Beach
May 29, 2019

Bargaining chip: The NBA is using access to its data stream as leverage for a piece of the sports betting action.

The big picture: Both the NBA and MLB believe they should directly benefit from sports betting through “integrity” or “royalty” fees. The leagues are pushing state legislators for ≈ 0.25% of total bets placed.

Share of Nevada sports betting by sport:
1) Football — 35%
2) Basketball — 31%
3) Baseball — 21%
4) Other — 13%

Wow: An estimated 18M people wagered $3.9B on March Madness games.

March Madness betters by source according to Morning Consult:
1) Online (mostly illegal) — 44%
2) Casino (legal) — 35%
3) Bookie (illegal) — 21%

Estimated sports betting wagers according to Activate (YoY growth):
1) 2018 — $6B
2) 2019P — $10B (↑ 67%)
3) 2020P — $44B (↑ 340%)
4) 2021P — $70B (↑ 59%)
5) 2022P — $119B (↑ 70%)

Where you can currently place sports bets according to Legal Sports Report:
1) DE
2) MS
3) NM (limited)
4) NJ
5) NV
6) PA
7) RI
8) WV

Where you will be able to place sports bets soon:
1) AR
2) CT
3) DC
4) IA
5) IN
6) MT
7) NY
8) OR
9) TN

A recent study projects that legalized sports betting could add $2.3B per year in revenue to the NFL’s bottom line.

Estimated % increase in revenue according to Nielsen:
1) Media rights — ↑ 18%
2) Sponsorship — ↑ 8%
3) Ticket sales — ↑ 7%

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