The newly legal sports betting industry in the United States has caught the attention of the PR industry, and many agencies are keen to build links with the sector.
Eight states have legalized sports betting since the Supreme Court struck down the PASPA Act in May, and more are likely to follow. And while sports betting has the potential to boost the revenues of many state governments, PR agencies are also eyeing a potential windfall. A number of companies operating in the PR sector have already moved into the sports betting world, focusing on helping to legitimize betting in the eyes of the US public, while others are working on how to integrate sports betting into the overall sports-consuming experience for fans.
According to Joe Flores, the co-leader of the sports and entertainment PR firm, MWWPR, there had been a stigma associated with betting in the US, and PR companies have a role in tackling that:
“PR firms can help companies like MGM, DraftKings, and our client partner FanDuel eliminate that stigma and educate and excite U.S. fans about this new way of experiencing live sports.”
Revenue And Job Creation
The Supreme Court decision has led to months of activity on the part of data companies, sports leagues, and bookmakers, and many states have also taken the opportunity to enact legislation to legalize sports betting, which they see as a source of revenue and job creation.
But with knowledge of sports betting in the US relatively low among sports fans, PR companies are increasingly being called upon to help betting providers and others explain the basics of sports betting to potential customers. And according to reporting in the PR industry, PR firms are also being called upon by betting companies to help emphasise their commitment to responsible gambling in a country where many people and politicians still regard betting with suspicion or disapproval.
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