How Sports Betting Affects Fan Engagement
Sports betting is baked into the history of sports. For as long as competitive sports have existed, people have tried to make money off sports by getting in the game on the side. The reality is that not many of us can take a swing or run like our lives depend on it. But many of us would still like to participate in the fun and get a skin in the game, which is what betting on sports allows us to do.
So it really isn’t a question of whether sports betting affects fan engagement; it is about how it affects it today. Over the years, there has been a remarkable transformation in the sports industry, all thanks to the internet and innovations like cryptocurrency, and this has affected how people bet on sports. This means that the interaction between fans and sports, and to put it plainly, their money, has changed. But how?
What Exactly is Fan Engagement?
Before we discuss how sports betting affects fan engagement, it is important to define fan engagement in the context of this article. Fan engagement refers to the numerous ways in which fans interact with and participate in their favorite sports.
This can range from buying sports merch and attending live games to following teams and players on social media, starting Twitter wars on who plays best, and making endless predictions about games on social media. Essentially, fan engagement encompasses all the ways fans express their passion and interest in the sport. And when you think of it, if there were no sports fans, there’ d likely be no sports.
As far back as Ancient Greece, around 776 BCE, sports and fans were around. The Olympic Games, held every four years in Olympia, were the most famous ancient Greek sporting events, including running, wrestling, chariot racing, and the pentathlon. And yes, these games attracted large crowds of fans, including thousands of spectators who traveled from all over Greece. These fans were passionate and cheered for their favourite athletes, much like modern sports fans.
So, has sports betting changed any of this?
Five Ways Sports Betting Affects Fan Engagement
The global sports betting market is a significant and rapidly growing industry. In 2024, the market size is estimated to be around $243.7 billion, with projections suggesting it could grow by an additional $189.3 billion between 2023 and 2028, reflecting a compound annual growth rate (CAGR) of about 12%. This growth is driven by factors such as increased internet accessibility, mobile betting apps, and the integration of sports betting into mainstream culture. And of course, as fan engagement grows, so will the industry!
Increased Revenue
Sports betting has always been a significant source of revenue within the sports industry, but online betting has opened the doors for more money as people can now place bets on whichever game they want from any part of the world. In fact, players who want to explore sites or games that are not available within their jurisdiction can do so easily through offshore sportsbooks.
These sites offer players higher odds, better payouts, and a variety of payment options. As seen in this detailed offshore sportsbook guide by sports writer Gavin Beech, these sites also offer anonymity and huge bonuses to players, encouraging more sports enthusiasts to sign up and play the odds. Not to mention that Uncle Sam has been making millions of dollars from sports betting and using it for public good.
Increased Emotional Investment
People like having money in their pockets, and sports fans are not excluded. Money is a great tool, and when you think of all the great things you could do with money you have won for calling the odds right on a game, you become more than just a spectator. You are emotionally invested in the outcome because it directly affects your financial gain.
The thrill of watching a game unfold when you have a stake in the outcome increases the excitement and personal connection to the sport. As a result, fans who bet on sports often experience a deeper sense of engagement and attachment, making every moment of the game more intense.
Media Engagement and Viewership
With their skin in the game, sports bettors are not just placing bets and sitting back. They are actively engaged in the sports they are betting on. Sports bettors go beyond just watching matches. They consume all types of content on the games, from pre-game analysis to post-game recaps and expert opinions. These allow them to make informed decisions when placing their bets.
With the rise of sports betting, media consumption around sports has surged, and so has the content landscape. Sports networks, websites, and social media platforms are also taking advantage of this by creating specialized content for bettors, including analysis, betting odds, and expert predictions. This has led to more engagement with sports-related content beyond just watching games. Simply put, more sports fans are on the screen telling us what they think, and even more fans are watching them.
Interaction With Sport Communities
Sports betting has also helped build communities around different sports categories. You can easily find online communities where people exchange the latest news and updates on how to bet on a sport.
Betting on sports can foster a sense of community among fans with similar betting interests. Online forums, social media groups, and betting platforms often serve as spaces where fans can discuss strategies, share tips, and celebrate wins or, well, commiserate over losses. This community interaction can deepen fans’ engagement with the sport and other fans.
Also, sports betting can help put a whole new angle on team rivalry. Sports betting goes beyond team loyalties. After all, it is about the wins.
Increased Popularity for Lesser Known Sports
There are betting communities for every kind of sport you can imagine, from cricket sports betting to polo and football to lesser popular sports like kabbadi and floorball. The rise of online sports betting has significantly contributed to the popularity of these niche sports.
As bettors are looking for new opportunities to win and vary their betting experience, they start looking beyond what they already know and are familiar with to niche sports, starting conversations around these sports and letting more people into them. For example, kabaddi, which has deep roots in South Asia, has gained international exposure through major betting events and online communities.
Sports betting has had a profound impact on fan engagement. Sports bettors have put their money where their mouths are, and they are not keeping quiet about it. By increasing emotional investment, extending viewership, and attracting new audiences, sports betting enhances the overall experience for fans.
As sports betting evolves, its influence on fan engagement will likely grow, and vice versa. The advent of technology has made it easier than ever for fans to place bets, track odds, and interact with others in the betting community. This has not only increased the fanbase but also improved the quality and depth of fan experiences.