Contrary to how it was a few generations ago, sports leagues are now openly affiliating with sports betting. From the NBA to the MLB, most industry leaders now recognize that sports betting is a boon rather than a bust.
In the US, Statista estimates that the revenue from total wagers placed minus winnings in 2023 amounted to more than $10 billion, which broke records previously set in 2022. Overall, bettors wagered almost $120 billion, which is a significant jump from the $93 billion from the previous year.
Interestingly, among all the sports leagues that now embrace sports betting, none have done so as aggressively as minor league football. Before their merger into the UFL, both the XFL and USFL had a history of integrating and frontloading sports betting. As such, with the inaugural 2024 UFL season in full swing, it’s safe to assume that sports betting will be present and that it will bring on noteworthy trends and developments with it. Here are some of them:
Influx of spectators
Spectators are the lifeblood of any sports league, and their presence (or lack thereof) impacts revenue, popularity, and relevance. Many experts suggest that while spectators are fans, a significant number is also there to bet on the games. This means that sports with active betting opportunities are much more likely to attract attention, even among people who initially may not be too familiar with or invested in the sport. In 2022, the USFL took this to heart by publishing a press release that stated that 15 states had approved legal sports betting on their games. This included states like New Jersey and Nevada, where gambling and gaming hubs like Las Vegas and Atlantic City can be found. By doing so, the USFL hoped to attract fans who enjoy betting on football, even if they don’t have a personal attachment to any particular team. This approach may bode well for the young UFL, as it hopes to attract more support in its first season.
While the UFL is among the sports leagues with the biggest push towards sports betting, it’s far from the only one. The NBA’s immense following has not only propelled it to the top in terms of global appeal but has also made it a popular choice for sports bettors and platforms. Betting platform Thunderpick hosts a wide variety of sports, including darts, tennis, American football, esports and basketball. Users can explore NBA betting odds for both live and upcoming matches, as well as play single bets or opt for two or more selections for a higher payout. The platform also hosts additional features such as chat rooms, giveaways, and deposit bonuses. Given the trend towards sports betting for bigger leagues like the NBA and the NFL, it’s very likely that the UFL's sports betting push could be a useful tool for growing the league’s popularity and meeting a wider audience. With Americans betting $120 billion in 2023 (up 28% from 2022), this growth trajectory is likely to capture even fans from the minor leagues.
Bettor-friendly broadcasts
Generally, sports broadcasters are known for sharing stats and odds in a more veiled manner. For instance, ESPN recalled that play-by-play sportscaster Brent Musburger used to say “overwhelming” during broadcasts as a sly way to describe any late-game scores that pushed the over/under. On the flip side, the XFL was known for promoting broadcasts with odds clearly included. During XFL broadcasts on ESPN and Fox Sports, over/unders and point spreads were displayed alongside game scores. Advertisers like betting platforms Ceasars and FoxBet also made regular broadcast appearances, further underscoring how minor league football is extremely comfortable nowadays with their association with sports betting. With the high likelihood that this same blatant approach will carry over to the UFL, it will make keeping updated on game odds much easier for fans. Apart from viewing more comprehensive UFL statistics online, bettors can now expect the latest info from broadcasts in real-time.
Advanced data sharing
In line with the above, sports betting will also help make sharing advanced player and team data more efficient outside of live games. Instead of waiting to hear bits and pieces of information from legacy media outlets, stakeholders can rest assured that media and gambling sector partners are sharing the full and most updated information straight from the source. This is again thanks to the robust sports betting integration that minor league football has adopted. In fact, when the XFL was still around, they partnered with official data partner Genius Sports. Starting in early 2023, the UK-based company exclusively distributed league data in the hopes of creating a more dynamic and engaging viewing experience for fans.
