Sports Betting: The New Frontier for Brands In Sports

Vince DiGirolamo
Vince joined Mintel in May 2019, overseeing the US Reports Finance, Auto, Retail, and eCommerce classes. He comes from an company background the place he specialised in model technique and shopper analysis (typically utilizing Mintel as a main useful resource). He has a ardour for understanding how customers assume, really feel, and behave – and dealing to assist manufacturers join with them. Vince holds a Bachelor’s Degree in Marketing from Suffolk University in Boston, MA.

As the World Series will get underway subsequent week, sports activities followers are in the midst of one of many busiest instances of the 12 months: soccer, baseball, hockey and basketball are all in motion on the skilled degree. It’s a wealthy time for sports activities followers, and an excellent richer time for manufacturers who can capitalize. 

Amazon is among the larger manufacturers who’s cashed in lately, having bought the rights to “Thursday Night Football.” Their inaugural broadcast attracted extra new subscribers than any three-hour period in Amazon’s history. But for firms that may’t afford a $1 billion purchase in, sports activities betting is a rising market wealthy with alternatives. 

Sports betting habits will increase; drives curiosity in following sports activities

The sports betting industry is continuous to develop, altering the way in which customers comply with and have interaction with sports activities. As of August 2022, sports activities betting is authorized in 37 states up from 21 in 2020. The complete gambling market is predicted to develop 21% from 2022-27. 

As sports activities betting turns into authorized in additional states, the trade will see additional acceptance from key audiences, akin to ladies and multicultural customers, in addition to from media networks by elevated content material and protection.

Betting curiosity ranges throughout sports activities indicators development potential

The alternative for sports activities betting extends properly past the large 4 US sports activities. There is alternative to drive betting habits in all sports activities throughout genders and age ranges. Interest in betting sooner or later is larger than any earlier betting habits throughout sports. Consumers are extra open to and fascinated with betting creates a possibility for platforms, networks and sports activities leagues to interact with them with content material and presents that drive this habits.

Off-season engagement, sports activities betting, fantasy soccer gives development alternatives

Professional soccer has the very best degree of betting curiosity general, with greater than three quarters of potential bettors being fascinated with doing so. The recognition of soccer and followers’ want to maintain up with their favourite gamers and groups has made it a yearlong sport: 42% of followers sustain with soccer information in the course of the low season. And it’s not simply the native groups – practically half of NFL soccer followers comply with a group that’s not consultant of the place they presently reside. And followers’ elevated reliance on digital media has pushed the NFL, groups, gamers and sponsors to social media to domesticate engagements past conventional media platforms.

Source: CNN Twitter submit – Fantasy Football Industry, 2022

Fanatics has entered the sports activities betting chat

The well-known sports activities merchandise firm is trying to develop its providing to incorporate sports activities betting as a part of its long-term imaginative and prescient to turn into a world digital platform for sports activities. In doing so, Fanatics will look to turn into a “one-stop shop” for sports activities followers  providing the power to purchase merchandise, buying and selling playing cards and digital-only content material and place bets. This strategy shouldn’t be solely strategic in that it faucets into the rising sports activities betting market, but it surely additionally creates large alternatives for cross-selling amongst its buyer base. Fanatics can look to drive sports activities betting amongst these customers shopping for merchandise, and vice versa. Not to say, this additionally creates a possibility to enchantment to customers’ want for rewards when sports activities betting.


Top sports activities betting platforms intention to develop consciousness with various advert methods

Moving ahead, the battle for acquisition and retention will proceed to be a really aggressive taking part in area, as platforms throughout the trade look to develop their buyer bases and steal share from one another. Mintel’s evaluation of Pathmatics information from 2018 by 2022 reveals the highest sports activities betting platforms are taking various approaches with digital promoting. DraftKings is primarily spending on desktop show, whereas FanDuel is spending on desktop video and Caesars is taking a social-first strategy. 

What We Think 

  • Sports betting is on the rise and is predicted to solely enhance shifting ahead. Nearly one third of adults of authorized playing age have guess on sports activities prior to now 12 months. As sports activities betting turns into legalized in additional states, new customers will enter the market, including to income development. Further, as associated sports activities betting content material turns into extra out there and improved, the trade will profit from continued excessive curiosity ranges from customers.
  • Moving ahead, sports activities betting goes to turn into increasingly built-in into the general sports activities expertise. Consumers, even people who don’t take part personally, will come to view this as part of the providing – whether or not it’s attending a sport in-person or following the motion one other means. As highlighted by the Mintel Trend Driver Experiences, customers search discovery and stimulation of their lives – and sports activities betting definitely gives this.
  • As the sports activities betting trade continues to evolve, customers may have new and improved methods to partake in sports activities betting. In-stadium experiences, real-time betting, in-app streaming and cross-category partnerships are simply among the methods the trade is altering to offer extra and enhanced experiences. As acquisition and retention stay prime priorities for sports activities betting corporations, making a superior providing and fulfilling consumer expertise will likely be extra impactful in the long term than a heavy promoting blitz.