ABSTRACT
Here we consider the rapid growth, business model, footprint, delivery models of sports betting, and its implications for sports. Key players are FanDuel, BetMGM, DraftKings, 888 Holding and Bet 365. Regulatory issues – both repression and permission – have driven the industry over time. The business model is assessed both from the perspective of live, in-person experience (horse racing) and live remote digital engagement (football, basketball) and their overlaps (for instance at-match digital betting). The ecosystem and business model of sports betting is considered (data fees, transaction feels, betting margins) along with types of bets, and marketing of gambling firms through sport. The growing use of AI in betting is discussed. The chapter concludes with an examination of the social impact of sports betting globally, including match-fixing and problem gambling.
