ABSTRACT
This chapter explores the intersection of sport broadcasting and sports betting, exploring how this interaction influences both fan engagement and viewership before then identifying relevant actors and stakeholders. Sport betting (and betting-like products such as fantasy sport) is widely considered to increase viewer engagement, providing lucrative commercial opportunities for sport organisations to leverage. Such opportunities, however, come associated with both operational and ethical challenges to navigate. Aside from apparent operational risks surrounding match-fixing and corruption, gambling operators have been found to be major financial contributors underpinning sports piracy and illegal streaming. As gambling advertising and sponsorship proliferates, negative public perceptions towards the association too have grown and many counties have introduced laws to reduce such exposure. Despite such ethical concerns, technological advancement is only improving the accessibility of both sport and gambling products. Hence, practitioners must carefully manage this nexus to avoid turning fan engagement into fan exploitation.
