The Impact of Legalization of Sports Gambling: How Motivation, Fandom, and Gender Influence Sport-Related Consumption

Abstract

This study examined how the legalization of sports wagering, in association with several factors (i.e., gender, motivations, and fandom), has impacted gambling behavior, interests in sport, and sport-related consumption (e.g., media, ticket sales) using a sample of active gamblers above the age of 21 (N = 58). The findings showed that economic motivation significantly predicted gambling behavior, interests in sports, and sport-related consumption, while fandom did not. People who are motivated by money are more likely to wager on sport and consume sport. However, being a sport fan or not does not impact those variables. Based on the results of the current study, it could be suggested that, since sports wagering was recently legalized, sport organizations should move quickly to attract new and potential market segments (e.g., gamblers).

A comparative analysis of sports gambling in the United States

“…Whether it was game attendance factors, television viewership or interactive competitions like DFS, sports bettors engage more with sports services. The results confirm previous attendance and viewership research where the opportunity to gamble positively impacted attendance at Japanese soccer events (Funk et al, 2006), slightly improved a university student's likelihood to attend a game (Wann et al, 2015), and positively impacted sport media consumption (Cason et al, 2020). Restaurant and bar patronage also was higher among bettors.…”

“…, 2006), slightly improved a university student's likelihood to attend a game (Wann et al. , 2015), and positively impacted sport media consumption (Cason et al. , 2020).…”

The Optimization Analysis of Sports Industry Experience Consumption Ability under the Theory of Aesthetic Economy

“…(4) e interaction coefficient, experience coefficient, demand coefficient, and aesthetic integration degree of experience products are judged based on the experience product sequence L, so as to verify the error between theoretical measurement and actual measurement and evaluate the accuracy of judgment of experience consumption ability. (5) e order of sports industry experience [12] is distributed by the experience center as a whole, and the corresponding weight H and frequency G constraints are set to generate the experience list of sports products. (6) Assuming that the interaction coefficient x, experience coefficient y, demand coefficient z, and aesthetic integration degree o of sports products meet the requirements, the correlation coefficient meets the expected constraints, and then, the relevant consumption ability evaluation can be carried out.…”

Bet on It

“…The expanded offerings of modern, commercialized sport facilities from their mostly publiclysubsidized and mundane predecessors has been described as Disneyfication: a form of profitmaximization (Howard & Crompton, 2018). PSTOs evolve as their product commercializes and they attempt to entice more casual fans through sports betting (Cason et al, 2020;Forrest & Simmons, 2003).…”

“…With the emergence of sports betting markets, researchers have examined the impact of PASPA's repeal on various fields of interest. Cason et al (2020) examined sport-related consumption based on economic motivation that can be predicted with gambling behavior. Moreover, Goss and Miller (2021) investigated the impact of PASPA being overturned on revenues from other forms of gambling in the state of Iowa.…”