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п»їSports betting written reports.
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A new 33-page report from JPMorgan breaks down how media companies can cash in on the rise of US sports betting. Here are the key takeaways and likely winners.
This story is available exclusively to Insider subscribers. Become an Insider and start reading now.
US media companies have yet to unlock the potential of sports gambling, JPMorgan said in a report. The Wall Street firm said the expansion of online betting is creating new opportunities for sports media. The report also outlined how sports-media brands like ESPN, CBS Sports, and Sinclair could cash in. Visit the Business section of Insider for more stories.
Sports betting is still a largely untapped opportunity for US media companies, according to analysts at the Wall Street giant JPMorgan.
Media firms from NBCUniversal to Barstool Sports have leaned into the US's emerging legal sports betting industry over the past few years. Some inked six-figure marketing deals with betting operators, as in the case of NBCUniversal, or landed lofty valuations on the backs of casino investments, like Barstool.
But a new report by JPMorgan outlines the bigger opportunity for media investors that's being created by the expansion of online gambling. It also breaks down the media companies best positioned to cash in on the sports-betting rush, including ESPN and Sinclair Broadcasting.
JPMorgan estimates the US sports-betting industry brought in $1.5 billion in revenue in 2020, and will generate $9.2 billion by 2025. Roughly half that sixfold growth could come from US states that are yet to roll out online sports betting, including New York, the nation's largest media market, and California, home to Hollywood and Silicon Valley.
"Media networks are only scratching the surface when it comes to the value they can drive for betting platforms," JPMorgan analysts wrote in the February 3 report.
JPMorgan expects sports-media networks to lean into online gambling in a few ways:
Media networks can use their brands to lend credibility to gambling operators and funnel potential gamblers their way. This thinking has driven many of the sports-betting and media tie-ups we've seen so far, particularly among regional casino firms like Penn National Gaming that want to reach a national audience. Daily-fantasy-sports sites FanDuel and DraftKings — US sports betting's early market leaders by wagering volume — may also pursue more partnerships like these if Penn and other smaller competitors successfully steal market share through media deals. "To the extent smaller operators though can successfully leverage media for market share, we think this will put more pressure on the entire industry to pursue similar arrangements," the report said. Broadcasters could integrate betting into live sports. This gets to the holy-grail opportunity for media companies, which is to not only to take advertising and affiliate dollars from operators, but to use betting to bolster engagement and viewership of sports. "The greatest opportunity for sports networks, however, is to integrate betting content where it can reach the largest and most engaged audiences, which is during live games or immediately preceding them on studio shows," the report said. Networks could create custom gambling events. The sports industry turned to virtual simulations and other types of matches to keep fans, and gamblers, engaged when the pandemic temporarily halted sports last year. Broadcasters could learn from that moment and create events designed to attract betting action. "While the nature of a public telecast makes betting exclusivity difficult, sports networks could sell sponsorship and integration rights for these unique events, and even provide exclusive streaming video into platforms," the report said. Of course, that also depends on the leagues embracing betting. Some like the NBA and PGA Tour have leaned in while the NFL and others are coming around to gambling.
The report also breaks down the most likely winners among JPMorgan's portfolio of sports-media stocks:

US Sports Betting Market Report 2020.
Consumer Reports (8453)
Entertainment (308)
Gambling (95)
Leisure Lifestyles (191)
Sports (194)
US (461)
Everything you need to make the right decisions.
Providing the most comprehensive and up-to-date information and analysis of the Sports Betting US market including the behaviors, preferences and habits of the consumer.
Mintel has the answers you’re looking for.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report.
Sports betting continues to become more prominent across sports leagues and the country. At the time of publication, 18 states now have legal, regulated sports betting industries with three more states having passed laws legalizing it. As legalized sports betting becomes more widespread across the US, sports entities and brands alike are looking for ways to get involved. Every major US sports league and many individual teams have created partnerships with a sports betting firm and many consumers are adding to their sports experience through betting.
Expert analysis from a specialist in the field.
Written by Colin O’Brien, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
As long as sports are played there will be sports betting. This truth caused turmoil in the sports betting industry during the COVID-19-induced sports shutdown, as there was very little left for consumers to bet on. However, the industry came through the other side thriving as sports bettors met the return of games with great enthusiasm. With more states legalizing betting and consumer sentiment improving, betting is becoming more integrated into mainstream sports content. It’s a safe bet that the sports betting industry will continue to experience sustained growth in the future. Colin O’Brien Sports Analyst.
Whats Included?
Executive Summary Infographic Overview Interactive Databook Report PDF PowerPoint Presentation Previous Editions.
What you need to know Key issues covered in this Report Definition COVID-19: market context Economic and other assumptions.
Top takeaways Market overview Impact of COVID-19 on sports betting Figure 1: Record betting numbers in August 2020 Figure 2: Short-, medium- and long-term impact of COVID-19 on sports betting, October 2020 Opportunities and Challenges The pandemic stymied growth and cost revenue Bring sports betting front and center; help to educate consumers Figure 3: Sports betting integrated into score bugs Stand out and drive more betting with streaming options Figure 4: In-app game streams for online sportsbooks Reach the growing betting audience through dedicated content Fierce competition creates the need to drive awareness Increase state revenue through sports betting legalization.
Post shutdown sports betting reaches record highs Legalized sports betting continues to sweep across the country Sports betting partnerships grow in popularity New betting offerings will continue to infiltrate the world of sports.
Legalization has dramatically enhanced the growth of sports betting Figure 5: Estimated total amount bet in Nevada during calendar year, 2007-19 Figure 6: 2019 sports betting handle Macroeconomic factors Figure 7: Unemployment rate, January 2007-September 2020 Figure 8: Consumer confidence, January 2007-August 2020 Impact of COVID-19 on sports betting Figure 9: Record betting numbers in August 2020 Figure 10: Short-, medium- and long- term impact of COVID-19 on sports betting, October 2020 Lockdown Re-emergence Recovery COVID-19: US context Learnings from the last recession.
Sports bettors wagering on (state) lines Sports betting also faces the court of public opinion Real time betting is the differentiator in a crowded marketplace Sports betting legalization is an easy win for states.
Integrate betting into professional sports coverage Figure 11: Sports betting integrated into score bugs Pave the way for greater in-game betting with streaming offerings Figure 12: In-app game streams for online sportsbooks Evolve the fan experience with in-stadium betting Figure 13: Sportsbook at Capital One Arena rendering Explore partnership opportunities across the sports industry Team partnerships – provide connection to individual teams League partnerships – offer access to league-level data feed Network partnerships – offer greater integration and content opportunities.
FanDuel and DraftKings further awareness advantage through heavy advertising spending Strategic acquisition offers new method to attract customers Greater content integration a must for future partnerships.
Daily fantasy and heavy ad spend boost awareness of sportsbooks Figure 14: Betting platform awareness, July 2020 Figure 15: Sportsbooks Digital Marketing and paid Facebook spending, January – October 2020.
Penn National Gaming targets customers through Barstool Sports acquisition Figure 16: Competing sportsbook strategies ESPN and Caesars Entertainment demonstrate value of digital integration Figure 17: Bad Beats SportsCenter potential for integration.
Sports betting is growing and will soon become commonplace Bettors say their primary motivation is to win money, but it really is the experience Promotions and rewards attract and retain customers Online betting is the future of the industry.
Experiences Technology Value.
Types of betting and frequency Figure 18: Types of betting participation, July 2020 Betting frequency Figure 19: Betting frequency, July 2020 Figure 20: FanDuel NFL regular season promotion Heavy sports betting skews male Figure 21: Types of betting participation, by gender, July 2020 Figure 22: Betting frequency, July 2020 Sports betting is becoming a young person’s game Figure 23: Types of betting participation, by generation, July 2020 Bettors wager on the sports they are fans of Figure 24: The Ringer FanDuel contest Figure 25: Betting participation and interest in betting, by sport, July 2020.
Reasons for betting Figure 26: Betting celebrations Figure 27: Reasons for sports betting, July 2020 Reasons against betting Figure 28: Reasons against sports betting, July 2020 Figure 29: Odds boost DraftKings promotion Figure 30: Branded free to play betting contests Helping consumers understand the world of sports betting Figure 31: Factors contributing to sports betting decisions, July 2020.
The rise of online betting Promotions and rewards help attract and retain consumers for online sportsbooks Figure 32: Sign up promotion.
“The Experience” is the key to the sustained growth of sports betting Figure 33: Enhancing the sportsbook experience.
Data sources Consumer survey data Abbreviations and terms Abbreviations Terms.
Figure 34: Betting platform awareness, by generation, July 2020 Figure 35: Betting behaviors, July 2020.

Sports Betting: Media’s Growing Interest in Legalized Gambling.
Todd Longwell.
While the global pandemic has been a frequent disruption to pro sports since nationwide lockdowns brought many industries to a standstill in the spring of 2020, statewide legalization of sports betting in the wake of the U.S. Supreme Court’s approving decision in May 2018 has continued.
As of February 2021, legal sports betting is up and running in 20 states and the capital, with Virginia becoming the 20th state to unveil its operations last month. Another five states have legalized sports betting and are working to make it operational in the near future.
What’s next for the frontier of legalized gambling in the U.S. is the focus of “Sports Betting,” the third in-depth examination of the sector from Variety Intelligence Platform (VIP) following our launch report on the subject as well as our Variety Thought Leader report, the latter of which was our first exploration of the new betting market coming together.
The 20-page report highlights the companies from the media and betting sectors joining up to take advantage of the new opportunities afforded by the legalization of sports betting.
Now that the stability of sports broadcasting as a market driver for media companies has been compromised by COVID-19, resulting in a pronounced shift from MVPD subscriptions to streaming, media companies that once relied on steady revenues from sports rights deals struck with their owned networks are turning to sportsbooks to offset losses.
The forecasts for where the market cap of sports betting will rise continue to change frequently in scope. While more modest estimates expect the market to reach close to $8 billion by 2025, analysts continue to rapidly revise their expectations, with one Morgan Stanley watcher projecting sports betting and internet gambling could reach a combined $15 billion by that time.
As coronavirus remains volatile and the reality of consumers reassembling the cable cords they’ve cut remains unlikely, the investments in and attention given to sports betting only stand to expand. If you’re in a state that has yet to hop on the bandwagon, you can bet that won’t be the case for much longer.
Read on to learn about:
A state-by-state look at the status of legal sports betting, and which states stand to become major challengers to the betting markets in Nevada and New Jersey.
Which media companies are partnering with sportsbook operators in rapid succession, as well as how the largest players in gambling are handling this new economic territory.
The potential dangers posed by the legalization of sports betting, given several ways in which gambling captivates consumers and athletes alike.

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