The Malta Independent 20 April 2024, Saturday
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The Impact of Casino Development on Sports

Thursday, 31 August 2023, 16:36 Last update: about 9 months ago

It’s almost impossible to separate sports from gambling, and this has always been the case. Although it’s exciting to watch incredibly talented athletes compete against one another, there are always those itching to place a bet. People are very confident in their analytical skills and they want to put their money on it. This is especially true for athletes who have more insight into what’s going on during matches. 

Even if it’s highly entertaining, unregulated gambling can create problems. This is why the activity was widely illegal during the 20th century. This started to change during the early 2000s. Today, the gambling sector is booming, and casinos have a big impact on sports. So, let’s talk about all the casino effect on sports competitions and athletes. 

Casinos Are Advertised During Sports Events 

Sports fans are predominantly men aged between 30 and 50 years. This user group is very relevant to the gambling industry, and most casino players fall into the same gender and age group. As a result, casinos want to get brand exposure during big events. 

Still, just a small percentage of gambling companies get their brand exposure through sponsoring sports events. Others rely on word-of-mouth marketing and casino review sites. A popular Canadian online casino is, and it launched back in 2019. In other words, it’s possible to reach the target audience in different ways, so gambling sites aren’t really forced to sponsor teams or leagues. However, being one of the sponsors does have advantages that go beyond brand exposure. 

How Both Teams and Casinos Benefit From Collaboration 

Many casinos have sports gambling content or sportsbook section on their sites. Bigger brands tend to have an in-house tech team that develops an algorithm for generating sportsbooks odds. The more relevant data they have the better or more accurate those odds will be. Partnering up with a specific team or league usually grants gambling operator access to that exclusive data, and bettors are more likely to opt for their site for betting. 

Teams and leagues benefit immensely from these partnerships as well. With the additional funding, they can acquire new talent, and simply add more stuff to create a more compelling show. This helps bring more attention to the sport, reinvigorates the fanbase, and by extension that leads to more funding. 

More Career Opportunities for Athletes

Source: Unsplash

The presence of the casino industry in sports also affects athletes. Pro players have a lot of star power and a fan base that supports them. Casinos always try to land brand ambassador deals with celebrities as that gives them more legitimacy and inspires trust. Additionally, fans of those celebrities are more likely to use those operators. They want to support businesses that support their idols. So, it comes as no surprise that some of the top athletes have endorsed or partnered up with gambling business:

  • Conor McGregor

  • Wayne Gretzky 

  • Shaquille O’Neal

  • Michael Jordan 

  • Christiano Ronaldo

This strengthens their position as they get to diversify their income sources. Moreover, it’s harder for other teams to buy them out, as they aren’t struggling financially. So, they can create better agreement terms. 

Negative Side of the Collaboration

Gambling is a controversial topic, and companies are aware of that. Another reason they support sports is that they want to alleviate some of that negative controversy and give back to the community. Unfortunately, people aren’t always thrilled that this form of entertainment is promoted through mainstream channels. 

Another reason sports fans dislike these partnerships is due to the potential for corruption and match-fixing. Since many teams and leagues want to eliminate negative press they are very limiting when it comes to these partnerships. That being said this isn’t the case everywhere around the world. There are regions where people have a more negative outlook on gambling and regions where viewers are indifferent. 


To sum up, casinos have affected the world of sports greatly. They helped many teams financially and allowed them to improve their game. Often casinos hosted sports events and help create a better spectacle. There was a time, however, when gambling was frequently linked with criminal activity, and some of that has sipped into the world of sports. The concerns about match-fixing aren’t unfounded. Luckily, this form of entertainment is now more regulated than ever. It’s extremely difficult to affect the outcome of the match, and investigations are thorough so many fear the consequences.

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